<![CDATA[The massive digital transformation in Indonesia’s local skincare industry has positioned content marketing as a critical tool for engaging Generation Z. While conventional marketing studies focus on psychological triggers, this research addresses a significant gap by integrating Islamic business ethics into the digital marketing discourse. This study aims to analyze and synthesize the effectiveness of various digital content marketing strategies through the lens of Siddiq (integrity), Tabligh (transparency), and the mitigation of Gharar (uncertainty). Employing a Systematic Literature Review (SLR) with the PRISMA protocol, 22 final articles were selected within the 2019–2025 timeframe. Findings reveal that the integration of educational and entertainment content (shoppertainment) is most effective when it fulfills the producer's moral responsibility for honest product literacy. Furthermore, User-Generated Content (UGC) acts as a mechanism for social control and transparency in modern muamalah, significantly reducing information asymmetry. The study concludes that for local skincare brands to thrive in an Islamic business model, they must transition from mere sales persuasion to ethical communication anchored in halalan-thayyiban standards.]]>
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