Beauty, Beliefs, and Brands: Exploring Pakistani Women's Preferences for Halal and Non-Halal Cosmetics
(A2024-119502)

AUTHORS

Faria Shaikh, University of Oregon

ABSTRACT

This study explores the consumer preferences of Pakistani women for Halal versus non-Halal cosmetics, using Masarrat Misbah Makeup (MMM) and Medora of London as case studies. Employing Goal Systems Theory (GST) and Consumer Culture Theory (CCT), the research conducts a comparative analysis through qualitative interviews. The aim is to understand how personal, cultural, and religious factors influence these preferences. MMM, as a Halal-certified brand, and Medora, as a non-Halal brand, serve as focal points for examining the interplay between religious adherence, cultural identity, and beauty standards. The findings are expected to reveal insights into consumer behavior in the context of Halal certification, offering theoretical and practical implications for the cosmetics industry in Muslim-majority markets like Pakistan.