Different consumers have different beliefs about Halal products, where attitudes and subjective norm plays an important role to perform intention (Lada et al. 2009). The attributes of subjective norm emerged as the most significant indicators of Muslim customers to intention to choose Halal cosmetic products. Muslim customers may be motivated to choose Halal cosmetic products because cosmetic products are Halal in Shariah. Similarly, Biddle et al. (1998) and Norman et al. (2008) found that respondents prefer cosmetics with Halal logo as their first priority when their selected cosmetic products. As Riaz and Chaudray (2004) point out that Halal logo was found to be important as a symbol of quality and safety.
Abdullah Swidi a, Cheng Wie a, Mohamad Ghozali Hassan a, Asma Al-Hosam a,Abdul Wahid Mohd Kassim b emphasizing on the business environment nowadays shows that the investment in the Halal cosmetics industry is promising and feasible for the following reasons: First, the increasing number of Muslims either in Muslim or non-Muslim countries; Second, cosmetics consumers around the world are seeking natural and safe products, this explains why Halal cosmetics started penetrating non-Muslim markets; third, the new Muslims generations are becoming more knowledgeable and highly educated to demand for products with Halal components; Fourth, the disposable income of Muslim women are increasing and consequently Muslim populations have been very important increasing global market segment. These reasons spell that there are great business opportunities by investing in Halal cosmetics industry.
Muslim consumers would be expected to exhibit strong loyalty to trusted Halal certified products over noncompliant products based on behavior in other Muslim markets. In addition to Syar’iah compliance, Halal products will require brand building. However, how this will be done within