Beyond Food: How The Halal Market Is Quietly Transforming Beauty, Tourism And More

The term halal might bring to mind dietary restrictions and food choices, but a recent roundtable at the Malaysian Embassy in Manila revealed a much broader landscape: a $7.7 trillion global industry that has expanded well beyond the dining table into cosmetics, tourism, banking, and pharmaceuticals.

- BEA TRINIDAD

"As we explore key opportunities in halal certification, trade, investment, and capacity building, it is equally important to address challenges and policy frameworks that can drive industry growth," said Malaysian Ambassador to the Philippines Dato' Abdul Malik Melvin Castelino, in his opening remarks at the halal industry roundtable held last Feb. 26.

The event brought together key stakeholders, including Department of Trade and Industry Assistant Secretary and chief of staff Englebert Josef Chua, and Malaysian and Filipino business leaders to explore opportunities to strengthen halal industry cooperation between the two nations.

NOT JUST FOOD ANYMORE

For many Filipinos, halal means food adhering to Islamic dietary laws. But today's halal ecosystem encompasses much more.

Beauty shelves are changing: Philippine cosmetics companies have found international success with $7.3 million worth of halal-certified makeup and skincare products already reaching Malaysia, UAE, and Saudi Arabia. Brands like Ameera Beauty, MERSI Cosmetics, and others are tapping into a growing market segment that values ethical production and ingredient transparency.

Tourism gets a boost: The Philippines recently claimed the "Emerging Muslim-friendly Destination of the Year" award among non-Muslim majority countries, with hotels like Dusit Thani Manila and Berjaya Hotel Makati offering halal dining options and prayer spaces.