Title: The search of best practices of Malaysian halal cosmetics industry to improve firm performance

Authors: Muhammad Aizat Md Sin; Mohd Rizal Razalli; Risyawati Mohamed Ismail

Addresses: School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia ' School of Technology Management and Logistics, College of Business, Universiti Utara Malaysia, 06010 Sintok, Kedah, Malaysia

Abstract: Halal refers to the Islamic law that Muslims must adhere to, which includes all materials used in everyday life, such as cosmetic products. Muslims not only need the final product to be halal, they also need to ensure that all aspects of supply chain of the products, such as raw materials, handling, processing, transportation, distribution, storage, product safety, and evaluation of the effectiveness of the product comply with halal principles as well. To verify compliance with halal cosmetic products, halal and non-halal material traceability methods are indispensable. In addition, halal principles, halal certification, halal logo, and halal safety can be used as halal compliance benchmarks. In spite of high level of awareness on halal cosmetics among the Malaysian population, the integrity of the final product is still questionable. Hence, this paper discusses the best practices of halal cosmetics in Malaysia that can contribute to the improvement of firm's performance, and ultimately maintain the integrity of halal products.

Keywords: halal management; cosmetic industry; halal cosmetics; Malaysia; best practices; firm performance; Muslim lifestyle; halal process; halal supply chain; halal awareness.

DOI: 10.1504/IJIMB.2019.107285

International Journal of Islamic Marketing and Branding, 2019 Vol.4 No.3/4, pp.212 - 227

Received: 06 Nov 2019
Accepted: 10 Dec 2019
Published online: 11 May 2020 *

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