Marketing to young Muslims: how brands are waking up to this change-making consumer group

The Halal cosmetics market is forecast to be worth $58.4bn by 2025, and it is younger Muslim consumers driving this growth, according to new research published by Credence.
This will come as no surprise to Shelina Janmohamed, vice-president of Islamic branding agency Ogilvy Noor, who describes this savvy, affluent, demographic of Muslim millennials as ‘Generation M’ in her recent book. The latest issue of The Drum investigated this change-making group which is all too often