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Copyright (c) 2026 Komang Cintya Trisna Dewi, Anak Agung Ngurah Oka Suryadinatha Gorda (Author)
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Beyond the Trend: Understanding Wardah’s Halal Branding Meaning among Generation Z Consumers in Denpasar
Corresponding Author(s) : Komang Cintya Trisna Dewi
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 13 No. 1 (2026): June
Abstract
The rapid development of the halal cosmetic industry in the digital era has generated new dynamics in the construction of halal meaning, particularly among younger generations. Although numerous studies have examined halal as a form of religious certification and a marketing strategy, limited research has explored how halal is interpreted by Muslim minority generations within specific local cultural contexts such as Bali. This study aims to analyze the construction of halal meaning associated with Wardah products among Generation Z consumers in Denpasar City and to examine its implications for brand perception. This research employs a qualitative approach using purposive sampling to select Generation Z informants who use Wardah products in Denpasar. Data were collected through in-depth interviews, observation, and documentation, and were analyzed using the interactive data analysis model proposed by Miles and Huberman. The findings reveal that the concept of halal is constructed in a multidimensional manner.
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- Adianti, S. N., & Ayuningrum, F. (2023a). Pengaruh Label Halal Terhadap Keputusan Pembelian. 5(1), 45–56.
- Adianti, S. N., & Ayuningrum, F. (2023b). Pengaruh Label Halal Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Jurnal Al-Fatih Global Mulia, 5(1), 45–56.
- Al Gadri, S. S., Hutabarat, T. E., & Kurniawati, K. (2025). The Role of Social Media Influencers and Online Reviews in Shaping Purchase Intention of Halal Cosmetics: A Study on Cusumers in Indonesia. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 5195–5213.
- Amirudin, A., Siradjuddin, S., & Muin, R. (2025). Branding and Marketing Opportunities for SME Halal Industry Products: An Insight Consumer Perception in South Sulawesi. East Asian Journal of Multidisciplinary Research, 4(7), 3597–3610. https://doi.org/10.55927/eajmr.v4i7.296
- Arsanti, S. J., & Mahmud, M. (2023). Penentu Niat Beli Produk Kosmetik Halal Wardah pada Konsumen Generasi Z. Jurnal Ekonomi Dan Bisnis, 2(3), 125–137.
- Azhar, M., Khan, Z., Khan, A., Akhtar, M. J., & Jafar, S. H. (2025). Deciphering the role of religiosity, halal literacy and self-efficacy in explaining halal food purchase intention among generation Z. Journal of Economic and Administrative Sciences, 1–22.
- Crane, A., & Matten, D. (n.d.). Business Ethics: Managing Corporate Citizenship and Sustainability in the Age. Oxford.
- Darmalaksana, W., & Busro, B. (2021). Kosmetik Halal sebagai Lifestyle untuk Kesehatan: Studi Takhrij dan Syarah Hadis. Al-Tadabbur: Jurnal Ilmu Al-Qur’an Dan Tafsir, 6(02), 217–230.
- Darmaningrum, K., & TJ, S. (2020). Fenomena Kosmetik Halal Di Indonesia (Studi Pada Kosmetik Wardah Di Kota Solo). Jurnal Widya Ganecwara, 10(4).
- Freberg, K. (2021). Discovering Public Relations: An Introduction to Creative and Strategic Practices. Public Relations Education, 7(3), 206–211.
- Harrison, R., Shaw, D., & Newholm, T. (2005). The ethical consumer.
- Hendrawan, K., & Susita, D. (2024). From Digital Natives to Agile Learners: Rethinking Digital Skills among Generation Z. IJHCM (International Journal of Human Capital Management), 8(2), 88–99.
- Idaman, N., Fasa, M. I., & Putri, S. L. (2024). The power of halal labeling: Its impact on brand equity among cosmetic consumers. Journal of Halal Research, Policy, and Industry, 3(2), 86–92.
- Jezierski, D. (2025). Generation Z’s Pro-Environmental Behaviour. Humanities and Social Sciences, 32(2), 67–80.
- Khoiriyah, E. Z., Dari, A. W., Novelika, L. R., & Fahrullah, A. (2024). Trends and Challenges Industry Halal Cosmetics: Opportunities Growth in Indonesia and Global Markets. Journal Creative Economics and Trading Halal Ecosystem, 2(02), 1–11.
- Lady, Lady, Cristina, C., & Nurjanah, L. (2025). The Impact Of Influencers On Indonesian Gen Z’s Cosmetic Purchase Intention Through Social Media. Distribusi - Journal of Management and Business, 13(1), 1–24. https://doi.org/10.29303/distribusi.v13i1.606
- Luthfatul, A., & Afandi, A. (2023). Pengaruh Kualitas Produk dan Penggunaan Label Halal Serta BPOM Terhadap Minat Beli Skincare Wardah (Studi Kasus pada Mahasiswa di Fakultas Agama Islam Universitas Muhammadiyah Sumatera Utara). Syarikat: Jurnal Rumpun Ekonomi Syariah, 6(2), 336–347.
- Maulida, A., & Hapsari, R. D. V. (2024). Understanding the influence of religiosity, halal label, eco label, and halal green perception on customer loyalty: a study of Muslim women Generation Z in Malang City. International Journal of Research in Business & Social Science, 13.
- Meppurath, D. P. (2024). Dimensions of ethical consumption: a systematic review and future outlook. Sustainable Development.
- Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis. sage.
- Nicholls, A., & Opal, C. (2005). Fair trade: Market-driven ethical consumption.
- Ningsih, R., Jannah, N., Rohman, K., & Faraby, M. E. (2025). Perkembangan Produk Kosmetik Halal Dalam Trend Kecantikan Wanita Indonesia. Jurnal Media Akademik (JMA), 3(12).
- Prakasita, T. A., & Wardana, A. (2022). Safety, quality, and religion on the consumption of halal cosmetic products: Views of female Muslim university-students. Jurnal Ilmu Sosial Dan Humaniora, 11(2), 191–203.
- Rizqillah, A. I., Ainiyah, M. U., Ariyati, I. M., & Hakim, L. (2025). Systematic Literature Review: Analysis of Factors Influencing Interest Purchasing Halal Cosmetics 2018-2024. Journal of Islamic Economic Laws, 8(01), 155–181. https://doi.org/10.23917/jisel.v8i01.7449
- Rohida, M., Patil, A., & Jadhav, S. (2023). E-shopping: An Extended Technology Revolution-An Investigation of Generation Z in Educational Hub, Pune. International Journal for Multidisciplinary Research, 5(4).
- Salsabila, Z. J., & Mardiah, N. S. (2024). Muslim Consumers’ Perceptions of Halal Certified Make Over Products in Surabaya. ASEAN Journal of Halal Study, 1(2), 15–22.
- Sari, D. P., Aviva, I. Y., & Cahyani, U. E. (2022). Muslim Z generation purchase behavior on halal cosmetics and skincare. At-Tijaroh: Jurnal Ilmu Manajemen Dan Bisnis Islam, 8(2), 186–198.
- Sari, W. D., Safitri, R. E., Melina, M., Rahmat, W., Putri, A. N. S., & Azizah, A. (2024). Discourse of consumer perception: how important is halal value chain at cosmetic products for women? Journal of Pragmatics and Discourse Research, 4(1), 63–77.
- Septianda, T., & Priantina, A. (2024). Gen Z and Halal Local Cosmetics. 05(02), 201–214.
- Shanty, M. K., Apriani, A., & Zulistiawati, F. (2024). Analysis of Non-Muslim Consumer Sentiment Towards Halal Logo Products: A Case in Indonesia. Halal and Sustainability, 2(1).
- Shaw, D., McMaster, R., Longo, C., & Özçaglar-Toulouse, N. (2017). Ethical qualities in consumption: Towards a theory of care. Marketing Theory, 17(4), 415–433.
- Shofi, F., & Kholilurrohman, M. (2025). Pemasaran Media Sosial Instagram Melalui Influencer Sebagai Sebuah Strategi Mendapatkan Hati Konsumen Wardah. Mount Hope International Business Journal, 2(1), 1–12.
- Starr, M. A. (2016). The economics of ethical consumption. In Ethics and Morality in Consumption (pp. 74–88). Routledge.
- Tri Yunianto, M. A. V. (2025). Strategi Marketing Influencer Pada Produk Wardah Dalam Meningkatkan Brand Awareness Melalui Instagram. NIVEDANA : Jurnal Komunikasi Dan Bahasa, 6(1), 98–117. https://doi.org/10.53565/nivedana.v6i1.1683
- Utami, R. D., Junaidi, H., & Rusdi, M. (2025). Analysis of Gen Z’s Perception of the Green Dot Label on Halal Cosmetic Products: A Case Study in Muara Telang District, South Sumatra. Economic: Journal Economic and Business, 4(1), 68–75.
References
Adianti, S. N., & Ayuningrum, F. (2023a). Pengaruh Label Halal Terhadap Keputusan Pembelian. 5(1), 45–56.
Adianti, S. N., & Ayuningrum, F. (2023b). Pengaruh Label Halal Terhadap Keputusan Pembelian Produk Kosmetik Wardah. Jurnal Al-Fatih Global Mulia, 5(1), 45–56.
Al Gadri, S. S., Hutabarat, T. E., & Kurniawati, K. (2025). The Role of Social Media Influencers and Online Reviews in Shaping Purchase Intention of Halal Cosmetics: A Study on Cusumers in Indonesia. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 5195–5213.
Amirudin, A., Siradjuddin, S., & Muin, R. (2025). Branding and Marketing Opportunities for SME Halal Industry Products: An Insight Consumer Perception in South Sulawesi. East Asian Journal of Multidisciplinary Research, 4(7), 3597–3610. https://doi.org/10.55927/eajmr.v4i7.296
Arsanti, S. J., & Mahmud, M. (2023). Penentu Niat Beli Produk Kosmetik Halal Wardah pada Konsumen Generasi Z. Jurnal Ekonomi Dan Bisnis, 2(3), 125–137.
Azhar, M., Khan, Z., Khan, A., Akhtar, M. J., & Jafar, S. H. (2025). Deciphering the role of religiosity, halal literacy and self-efficacy in explaining halal food purchase intention among generation Z. Journal of Economic and Administrative Sciences, 1–22.
Crane, A., & Matten, D. (n.d.). Business Ethics: Managing Corporate Citizenship and Sustainability in the Age. Oxford.
Darmalaksana, W., & Busro, B. (2021). Kosmetik Halal sebagai Lifestyle untuk Kesehatan: Studi Takhrij dan Syarah Hadis. Al-Tadabbur: Jurnal Ilmu Al-Qur’an Dan Tafsir, 6(02), 217–230.
Darmaningrum, K., & TJ, S. (2020). Fenomena Kosmetik Halal Di Indonesia (Studi Pada Kosmetik Wardah Di Kota Solo). Jurnal Widya Ganecwara, 10(4).
Freberg, K. (2021). Discovering Public Relations: An Introduction to Creative and Strategic Practices. Public Relations Education, 7(3), 206–211.
Harrison, R., Shaw, D., & Newholm, T. (2005). The ethical consumer.
Hendrawan, K., & Susita, D. (2024). From Digital Natives to Agile Learners: Rethinking Digital Skills among Generation Z. IJHCM (International Journal of Human Capital Management), 8(2), 88–99.
Idaman, N., Fasa, M. I., & Putri, S. L. (2024). The power of halal labeling: Its impact on brand equity among cosmetic consumers. Journal of Halal Research, Policy, and Industry, 3(2), 86–92.
Jezierski, D. (2025). Generation Z’s Pro-Environmental Behaviour. Humanities and Social Sciences, 32(2), 67–80.
Khoiriyah, E. Z., Dari, A. W., Novelika, L. R., & Fahrullah, A. (2024). Trends and Challenges Industry Halal Cosmetics: Opportunities Growth in Indonesia and Global Markets. Journal Creative Economics and Trading Halal Ecosystem, 2(02), 1–11.
Lady, Lady, Cristina, C., & Nurjanah, L. (2025). The Impact Of Influencers On Indonesian Gen Z’s Cosmetic Purchase Intention Through Social Media. Distribusi - Journal of Management and Business, 13(1), 1–24. https://doi.org/10.29303/distribusi.v13i1.606
Luthfatul, A., & Afandi, A. (2023). Pengaruh Kualitas Produk dan Penggunaan Label Halal Serta BPOM Terhadap Minat Beli Skincare Wardah (Studi Kasus pada Mahasiswa di Fakultas Agama Islam Universitas Muhammadiyah Sumatera Utara). Syarikat: Jurnal Rumpun Ekonomi Syariah, 6(2), 336–347.
Maulida, A., & Hapsari, R. D. V. (2024). Understanding the influence of religiosity, halal label, eco label, and halal green perception on customer loyalty: a study of Muslim women Generation Z in Malang City. International Journal of Research in Business & Social Science, 13.
Meppurath, D. P. (2024). Dimensions of ethical consumption: a systematic review and future outlook. Sustainable Development.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative data analysis. sage.
Nicholls, A., & Opal, C. (2005). Fair trade: Market-driven ethical consumption.
Ningsih, R., Jannah, N., Rohman, K., & Faraby, M. E. (2025). Perkembangan Produk Kosmetik Halal Dalam Trend Kecantikan Wanita Indonesia. Jurnal Media Akademik (JMA), 3(12).
Prakasita, T. A., & Wardana, A. (2022). Safety, quality, and religion on the consumption of halal cosmetic products: Views of female Muslim university-students. Jurnal Ilmu Sosial Dan Humaniora, 11(2), 191–203.
Rizqillah, A. I., Ainiyah, M. U., Ariyati, I. M., & Hakim, L. (2025). Systematic Literature Review: Analysis of Factors Influencing Interest Purchasing Halal Cosmetics 2018-2024. Journal of Islamic Economic Laws, 8(01), 155–181. https://doi.org/10.23917/jisel.v8i01.7449
Rohida, M., Patil, A., & Jadhav, S. (2023). E-shopping: An Extended Technology Revolution-An Investigation of Generation Z in Educational Hub, Pune. International Journal for Multidisciplinary Research, 5(4).
Salsabila, Z. J., & Mardiah, N. S. (2024). Muslim Consumers’ Perceptions of Halal Certified Make Over Products in Surabaya. ASEAN Journal of Halal Study, 1(2), 15–22.
Sari, D. P., Aviva, I. Y., & Cahyani, U. E. (2022). Muslim Z generation purchase behavior on halal cosmetics and skincare. At-Tijaroh: Jurnal Ilmu Manajemen Dan Bisnis Islam, 8(2), 186–198.
Sari, W. D., Safitri, R. E., Melina, M., Rahmat, W., Putri, A. N. S., & Azizah, A. (2024). Discourse of consumer perception: how important is halal value chain at cosmetic products for women? Journal of Pragmatics and Discourse Research, 4(1), 63–77.
Septianda, T., & Priantina, A. (2024). Gen Z and Halal Local Cosmetics. 05(02), 201–214.
Shanty, M. K., Apriani, A., & Zulistiawati, F. (2024). Analysis of Non-Muslim Consumer Sentiment Towards Halal Logo Products: A Case in Indonesia. Halal and Sustainability, 2(1).
Shaw, D., McMaster, R., Longo, C., & Özçaglar-Toulouse, N. (2017). Ethical qualities in consumption: Towards a theory of care. Marketing Theory, 17(4), 415–433.
Shofi, F., & Kholilurrohman, M. (2025). Pemasaran Media Sosial Instagram Melalui Influencer Sebagai Sebuah Strategi Mendapatkan Hati Konsumen Wardah. Mount Hope International Business Journal, 2(1), 1–12.
Starr, M. A. (2016). The economics of ethical consumption. In Ethics and Morality in Consumption (pp. 74–88). Routledge.
Tri Yunianto, M. A. V. (2025). Strategi Marketing Influencer Pada Produk Wardah Dalam Meningkatkan Brand Awareness Melalui Instagram. NIVEDANA : Jurnal Komunikasi Dan Bahasa, 6(1), 98–117. https://doi.org/10.53565/nivedana.v6i1.1683
Utami, R. D., Junaidi, H., & Rusdi, M. (2025). Analysis of Gen Z’s Perception of the Green Dot Label on Halal Cosmetic Products: A Case Study in Muara Telang District, South Sumatra. Economic: Journal Economic and Business, 4(1), 68–75.