US nail brand Orly has collaborated with Muslim lifestyle blog MuslimGirl on a collection of halal-certified, breathable nail varnishes. The move taps into the growing global halal beauty market, which is expected to reach $52bn by 2025 (Research and Markets, 2017).
Available in six colours, the names of the #HalalPaints play on traditional Muslim names, such as ‘What the Fatima?’, ‘Haram-Bae’ and ‘Ig-Noor the Haters’, to further appeal to this underrepresented demographic.
Traditional nail varnish conflicts with the Islamic practice of wudhu – a cleansing ritual that takes place before prayer, and includes the washing of the hands. Non-porous polishes act as a barrier (the water needs to touch all areas, including the nails). This permeable collection offers a viable solution to members of the Muslim community who were previously unable to partake in this beauty practice.
“This line is important because there are so many girls and young women who aren’t represented in mainstream beauty,” said Azmia Magane, MuslimGirl.com’s chief of staff. “They either don’t fit that definition, or see things about them that are designed without them, instead of for them and by them. This is our way of bridging that gap.”
#HalalPaint is the first nail line made specifically for the Muslim community by Muslim women, pioneering cultural inclusivity and self-expression. As more women choose to dress in accordance with their faith (see The New Fashion Landscape: Modest Rising), the need for inclusive beauty becomes more apparent. For more, see Inclusive Beauty: 5 Key Lessons.