<![CDATA[The halal cosmetics industry in Indonesia is growing rapidly along with increasing consumer awareness of products that comply with religious principles. Halal cosmetic products, which are free from haram ingredients and processed according to sharia, are increasingly in demand, not only by Muslim consumers but also globally. However, challenges arise related to halal claims without clear certification, diversity of ingredients, and lack of transparency in the production process. This study aims to analyze halal cosmetics as a marketing strategy for da'wah using a qualitative approach. The results show that despite the large market opportunity, challenges in ensuring product halalness and fierce competition remain. Therefore, it is important for manufacturers to focus on consumer education and transparency, as well as prioritizing Islamic values in marketing to build trust and strengthen brand identity.]]>
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