Muslim Consumer Attitudes in Brunei Darussalam toward Current Trends in Cosmetics Products from Non-Muslim Countries Acquired by Personal Shoppers

Abstract

Using personal shoppers (PS) to acquire personal care and cosmetic products from non-Muslim countries is becoming increasingly popular in Brunei Darussalam. Given the widespread use of social media platforms and live selling applications, consumers in Brunei can easily access global brands and products that may not be readily available in the local market. However, this trend raises critical concerns because many imported products lack halal certifications and PS does not rigorously assess ingredients to ensure compliance with halal standards. Therefore, this study explores the attitudes and factors driving Bruneian consumers toward non-halal-certified cosmetics acquired from non-Muslim countries through PS using the Theory of Consumption Values (TCV). A mixed-methods approach was used. The quantitative survey gathers information on customers' purchasing behaviors. Additionally, qualitative interviews with the PS shed light on their knowledge of and procedures for halal standards and ingredient verification. The findings reveal a strong preference among Bruneian youth for aesthetics and brand reputation regarding cosmetics. This preference is partly driven by the limited availability of locally halal-certified cosmetic products, compelling consumers to seek international brands via PS. Additionally, PS lacked adequate knowledge and often focused on popular demand without checking ingredient suitability under halal standards. The findings highlight the critical need to enhance consumer and PS awareness while reinforcing halal certification policies to build trust and ensure compliance. As key intermediaries, PS should take responsibility for improving their halal verification practices by sourcing from credible suppliers or cross-checking certification authenticity. A collaborative effort among all stakeholders is essential for strengthening the integrity of the halal market.