Major American Beauty Brand Brings Out Halal Nail Polish Range For Ramadan 2017

The American Beauty company Orly has launched a line of breathable Halal nailpolishes in collaboration with the website MuslimGirl to celebrate the month of Ramadan. The release has been praised by many commentators happy to see diversity acknowledged by the beauty industry, particularly in respect to Muslim consumers who are often overlooked by mass marketed brands.

Marketing Image from the #Halalpaint website

 The #HalalPaint collection contains 6 nail polishes which are not only made from Halal ingredients but are also water and air permeable. Traditional nailpolishes are not suitable for Muslim women as they prevent water from reaching the finger nail and so make it impossible to perform Wudu, which is the ritual ablution or washing which is required before prayer.

Muslim Girl’s chief of staff Azmia Magane wrote on the #HalalPaint website:

“This line is important because there are so many girls and young women who aren't represented in mainstream beauty”

Breathable nailpolish is not a new idea; previously brands such as Inglot, Maya Cosmetics, Nailberry's and Nails Inc have produced permeable nail polishes however Orly’s is the first to be marketed specifically to Muslim clientele.

Image from MuslimGirl the website which collaborated with Orly to create the line of Halal Nailpolish

The beauty industry has long faced criticism for failing to cater to a diverse clientele and perpetuating a Eurocentric beauty standard that all too often fails to reflect the range of skin tones and body shapes present in society. Whilst there has recently been some effort to address this, with some beauty companies creating more inclusive makeup ranges, it’s clear that there is still a long way to go before mass marketing catches up with societal diversity.