Hijabin Indonesian women & beauty: Exploring the untapped branding opportunity under the veil

Aldo Fajar
PT L'Oreal
Deepak Bengani
Kadence International


Increased adoption of Hijab in Indonesia presents a need and opportunity for beauty-care brands to alter the brand portfolio and communication in order to tap this audience.

This paper explores how hijab has metamorphosed from a symbol of 'oppression' to a medium of 'expression' and thus bringing in unique consumer needs. On the other hand, it also maps the opportunity of embodying 'Halal' in beauty-care branding.

Consumer context

Global adoption of wearing a veil (hijab) gained ground around 1979 after the Iranian revolution and with the creation of Islamic republics. It spread quickly as Islamist movements grew post Arab Spring.

On the other hand, in Indonesia, despite being the largest Muslim population in the world, there is no political enforcement for women to wear hijab (with exception of the Aceh special territory). Therefore wearing hijab is more of an individual choice. From an Omnibus study it was understood that nearly half of Indonesian Muslim women were still wearing the hijab.