Dubai – The notion of halal, which is how goods whose consumption is permitted to Muslims are called, is widespread when it comes to food products, and it also applies to cosmetics. Halal versions of nail polish have gone on the market over the last few years. These permeable varieties of nail polish allow water and air through the coating and onto the nails of those who wear them.
That is what makes the product halal, since the water can touch the skin and wipe off any dirt before prayer. “By putting on no more than two layers, you can wash your hands, and when you do so the water will seep through the polish and touch your nails and skin,” said Diane Danelian (pictured above), the business developer for Nailstation Paris, in an interview during Beautyworld Middle East 2019, the industry show held last week in Dubai.
Over 28,000 posts carry the hashtag #halalnailpolish on Instagram, and that’s the demographic that brands like Dubai’s Nailstation Paris are going for. The halal line was launched four years ago, and the bulk of sales go to France, Jordan, Bahrain and Kuwait. “It’s a small percentage, about 15%. It’s really popular! But we started out with regular nail polish, and we do not focus [on halal] specifically. We also offer organic and vegan lines,” explained Danelian.
The brand went in the market in 2000 and opened its Dubai shop in 2001. The product is currently made in France and sold locally as well as shipped to the UAE. Twenty-five options are available from company’s website. “This product line is really popular in the Middle East, and we sell online. Even so, we haven’t sold to Brazil yet. Maybe now it will happen,” said Danelian. The product shipped to Brazil sells for EUR 25.
Although she notes that permeable nail polish isn’t necessarily natural or organic, she believes there are other advantages to them. “It’s really great, and for people who struggle with yellowish nails, it can bring natural color back. It’s quite healthy,” said Danelian.
Translated by Gabriel Pomerancblum
