Strategies for Growing a Halal Cosmetics Business Based on Islamic Business Ethics

Chairun Nissa, Tri Inda Fadhila Rahma, Nur Ahmadi Bi Rahmani

Abstract


This study aims to examine Wardah’s strategy in advancing its halal cosmetics business based on Islamic business ethics, as well as its contribution to consumer loyalty and corporate competitiveness. The research employs a Systematic Literature Review (SLR) method, analyzing 30 publications from the 2021–2025 period. The findings indicate that Wardah’s strategy is constructed through four dimensions: value-based Sharia marketing, halal–thoyyib product innovation, strengthening of halal brand identity, and the utilization of digital technology. The implementation of Islamic business ethics significantly contributes to intrinsic consumer loyalty through alignment of values, trust, and moral commitment, while also serving as a source of sustainable competitive advantage that is difficult to replicate. From the perspective of Maqasid al-Shariah, Wardah’s strategy is aligned with the objectives of protecting religion, life, intellect, wealth, and lineage. This study concludes that the consistent application of Islamic business ethics constitutes a strategic foundation for enhancing consumer loyalty and competitiveness within the highly competitive halal cosmetics industry.


Keywords


Islamic Business Ethics, Halal Cosmetics, Consumer Loyalty, Competitiveness, Maqasid al-Shariah

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References


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DOI: https://doi.org/10.17509/asset.v6i1.100744

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