Halal Product Market Expansion: A Study of Wardah Cosmetics in Malaysia

Management Business

Wardah cosmetic brand from PT. Paragon Technology and Innovation, became The Most Search on Google and at the same time became the beauty product brand with the highest total sales in e-commerce in 2020. Wardah is a cosmetic brand with a halal concept that has high popularity in Indonesia and has started exporting its products to Malaysia in 2017. The company profile needs to be known first so that existing development of Wardah expansion in Malaysia and the development possibility of Wardah expansion in other foreign Halal Market can be adequately identified. To get these facts and possibilities, we need a search for information, which is obtained through various articles, news, and journals. This case study’s final result is to provide recommendations for Wardah, especially for its foreign Halal market expansion. The UAE can be placed in the first potential Halal market position for Wardah foreign expansion and Pakistan in the second position.

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