Iba Cosmetics Breaks Ground in India with Halal Beauty Niche

The burgeoning market for ethical beauty products in India, already brimming with vegetarian and vegan offerings, has a new contender in its midst: halal cosmetics. Iba Cosmetics, India’s pioneer in halal beauty, is the brainchild of Mauli Teli and Grishma Teli, the formidable sister-duo steering the Ahmedabad-based Ecotrail Personal Care.

As Mauli Teli elucidates, the demand for halal cosmetics has long been palpable in India, which boasts one of the world’s most sizable Muslim populations. Unsurprisingly, the appetite for these products runs particularly high in regions such as Kerala, Delhi, Mumbai, and Gujarat.

However, Iba Cosmetics is casting a wider net. Armed with halal certification, the brand is setting its sights on a broader demographic that harbors concerns over animal-derived ingredients and cruelty-free testing.

Insights from The Kitchen to The Shelves

The genesis of Iba Cosmetics was rooted in Mauli Teli’s personal quest for transparency in product ingredients. Describing herself as “Jain and vegetarian,” her stint in the United States awakened a curiosity about what goes into everyday items, an awareness she brings to Iba.

The brand tackles the longstanding conundrum for consumers who observe halal: conventional cosmetics often contain non-halal ingredients such as keratin, carmine, gelatin, and alcohol. Moreover, Iba positions itself as a healthier alternative to other products that, despite being labeled as vegetarian or ayurvedic, use sulfates and parabens.

Read this: Emami, Cavin-Kare, Others Capitalize On Halal Cosmetics Fever In India

A Fine Balance: Pricing and Ethical Manufacturing

The product range, extending from soaps to kajal, is competitively priced between ₹40 and ₹300. However, the avoidance of animal fats, which often lends glide and longevity to products, poses a challenge in terms of shelf-life, impacting large-scale manufacturing.

As of now, Iba operates five stores, with plans for expansion on the anvil. The Teli sisters have invested ₹8 crores in the enterprise, encompassing manufacturing, marketing, and branding, and are eyeing the establishment of another manufacturing unit and possibly courting private equity.

A Distinctive Identity: Straddling Culture and Modernity

Iba, an Arabic word symbolizing sense and pride, is setting out to make its mark with a distinct branding. With the hijab-clad model Sanjeeda Shaikh as the face of the brand, Iba is keen to make a statement that transcends faith.

Jagdish Acharya of Cut The Crap, the creative agency behind the brand, emphasizes that the brand’s allure rests on its integrity, rather than religious affiliation. He asserts that the brand should resonate with early adopters. By demonstrating popularity among Muslim consumers initially, it can organically broaden its appeal.

Global Perspective: Positioning is Key

John Goodman, Worldwide President of Ogilvy Noor, observes that the success of halal cosmetics in reaching non-Muslim audiences hinges on astute positioning. Labeling the products as ‘natural, healthy, vegetarian’ could unlock a more extensive market.

With a fresh take on ethical beauty, Iba is crafting a space for itself within a competitive landscape. Whether it can transcend cultural barriers and resonate with a wider audience remains a fascinating story in the making.