Being able to choose Halal when it comes to cosmetic purchases is still a relatively new concept with the vast majority of brands yet to celebrate their fifth birthday. However, with the worlds Muslim population set to grow from the present 23% to around 26.4% over the next twenty years (Pew Forum on Religion and Public Life) it looks like this is one section that has plenty more growing to do. Saaf Pure Skincare based in the UK is one of the global success stories and now sell in over thirteen countries. Australian-made Inika Minerals who have just broken the back of the UK market to become one of Australia's most successful Organic make-up exports, Canadian based One-Pure Cosmetics with their sophisticated anti-ageing skincare range and UK based Hussana with their low-priced skin and hair care options. It would seem that the science that supports the Halal ethos is as well set as any other certification process. There are some areas for further clarification and discussion (such as GMO) but a general agreement on direction and interpretation has been reached. However, when it comes to translating that into lifestyle-based solutions there still seems room for innovation.