Identifying Growth Constraints in Halal Cosmetics Ecosystem and Adapting to New Norms

To improve the incomes of a population and attain sustainable development, a nation’s primary goal must focus on continuous and inclusive economic development. Such optimal conditions will create economic security with greater and better employment opportunities for her citizens. This study seeks to look at the halal cosmetics sector, which is fast expanding globally, with special focus on the situation in Malaysia. Subsequently, it is crucial to diagnose the factors affecting the growth of halal cosmetics SMEs operating in the halal cosmetics ecosystem. A cybernetics and systems-based approach will be developed to understand the dynamic nature of growth variables and their relationships will be mapped based on data gathered from various groups of stakeholders in Malaysia. The research method chosen is qualitative due to the multi-faceted nature of the halal cosmetics industry. The cybernetics analysis had identified the most binding constraint variable within the halal cosmetics industry. This will enable policy makers and SMEs to take intervention initiatives and thereby ensure the growth of halal cosmetics industry and increase inclusive growth in this industry. It has also paved the way for the stakeholders to predict behavioural changes of the affected variables should any of the related growth constraint variable alter. Advent of COVID19 pandemic has impacted the cosmetics industry as a whole and use of augmented reality coupled with the rise of skin care gadgets has ensured survival of this industry.