Newcomer Anaaka is filling a gap in the European market for premium halal skincare.

Halal cosmetics sales are burgeoning around the world as customers demand more diversity and pure ingredients. Halal lipsticks, nail polishes, make-up and hair-care have tended to dominate halal cosmetic brands’ portfolios, but Slovakia- based Anaaka has taken a different route by launching a line of skincare products.

Launched online in June 2021, Anaaka’s product line has been a savvy choice, as global sales of lipsticks and nail polishes were badly hit during the COVID-19 pandemic, primarily due to the wearing of face masks and stay-at-home restrictions. Skincare on the other hand has outperformed other segments, while major brands have pivoted away from their traditional offerings to give skincare a renewed focus.

The pandemic did however delay Anaaka’s launch, with the concept having originated over three years ago, the brainchild of Jordanian Adam Chukri. The production, quality assurance and testing process also took time, in addition to gaining halal certification from Austria’s IIDC in March 2021.

Reflecting Chukri’s roots, Anaaka means ‘chic’ or ‘stylish’ in Arabic, while the brand’s packaging has halal written in Arabic script.

“The whole concept of Anaaka was to fill a gap in the European market, as there wasn’t a skincare brand that offered premium and halal skincare. The modern Muslim woman would have to compromise, either choosing a premium product that’s not halal – which could have animal-derived ingredients or alcohol – or a halal product of a lower quality,” said Sofie Brandtova, Marketing Manager at Anaaka Premium Halal Skincare.

She added that the brand’s products compete with the most premium skincare markets. Anaaka’s products - foaming cleanser, firming serum, priming anti-aging day cream, and overnight revitaliser - are priced at Euro 20 to Euro 60. The brand plans to release a make-up remover later in the year.

Based in Bratislava, the skincare products are made in Hungary and the packaging is produced in Italy. Slovakia was chosen as the base as it is “a good central location [in Europe] for distribution,” said Brandtova.

To attract customers, Anaaka is offering free trial kits. “A major challenge is creating awareness, when there are so many skincare brands out there. We need to explain why we’re unique and the alternative we offer,” she added.

As for most brands during the pandemic, Anaaka has invested heavily in social media and influencers to market products. The brand uses Instagram accounts in Turkish, German, English and Bosnian to reach a wider audience, in addition to influencers. A Malaysian Instagram account uses English. Naida, a Bosnian influencer, talks in Bosnian despite being based in Turkey.

“We are mostly in Europe, Turkey, and Bosnia and Herzegovina, and we’re looking to open in Indonesia, Malaysia, and North Africa,” Brandtova told Salaam Gateway.

While the brand is aimed at Muslim women, it is appealing to all consumer segments. “Halal certified products appeal to a large population that is not Muslim as halal encompasses nearly everything that is trending in skincare right now – vegan, cruelty free and fragrance free,” she added.

In less than half a year of operations, Anaaka was nominated in five categories in the Global Beauty and Wellness Awards (GBWA) 2021, with its foaming cleanser winning the Most Innovative Halal Anti-aging Product category, and its firming serum winning the Most Innovative Halal Anti-aging category.

While Anaaka is eyeing up new markets, its core focus will be the European market. “We believe halal skincare in Europe is going to be the next big thing. We see ourselves bringing that trend to Europe. Basically we’d like Anaaka to be identified with halal skincare,” said Brandtova.

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