Brands Successfully Marketing To Muslims

By EPR Editorial Team · Faith & Religion

Originally published September 2024. Updated June 2026.

Part of the Muslim community and brand engagement hub inside Everything-PR's Faith pillar.

The global Muslim consumer market is approximately 2 billion people across more than 50 majority-Muslim nations and substantial diaspora communities in Europe, North America, and Africa. The brand work has shifted across the past fifteen years from optional cultural-sensitivity training to product-and-marketing infrastructure across mainstream global consumer brands. Twenty representative examples.

The market frame

The Pew Research Center's projections place the global Muslim population at approximately 2 billion in 2026, rising toward 2.8 billion by 2050. Halal-certified consumer goods are a multi-trillion-dollar global category. Modest fashion is among the fastest-growing apparel verticals. Brand-Muslim engagement is no longer the specialty work of regional offices in Muslim-majority countries — it is consumer-marketing infrastructure for global brands operating across both Muslim-majority markets and Muslim minority communities in Western markets.

The communications work that distinguishes brands in this category from brands that struggle is consistent: long-term commitment rather than seasonal Ramadan check-ins; product infrastructure (halal certification, modest design, ingredient transparency) rather than imagery-only campaigns; partnership with Muslim creators and institutions rather than agency interpretations of the audience.

Twenty representative brand examples

1. Unilever's Dove. Dove campaigns have featured a wide range of women including those wearing hijabs, anchored to the brand's long-running "Real Beauty" positioning.
2. Nestlé's Maggi. Halal-certified noodles and seasonings across Muslim-majority markets.
3. Nike Pro Hijab. The 2017 launch of the Nike Pro Hijab — a performance hijab for Muslim women athletes — was a defining brand-Muslim moment of the decade.
4. McDonald's. Halal-certified menu items, including the McArabia, across Middle Eastern and Southeast Asian markets.
5. Coca-Cola. Tailored Ramadan campaigns and product offerings across Muslim-majority countries, with substantial sustained advertising spend during Ramadan and Eid.
6. H&M. Modest fashion lines and Ramadan-specific collections, including high-profile hijabi model partnerships beginning with the 2015 Mariah Idrissi campaign.
7. KFC. Halal chicken across Middle Eastern and South/Southeast Asian markets, with menu adaptations to local taste profiles.
8. Reebok Hijab Collection. Sports hijabs and modest activewear, following the Nike Pro Hijab launch.
9. Airbnb. Halal-friendly travel guides, prayer-space information, and Muslim-traveler accommodations across multiple destination categories.
10. PepsiCo's Quaker Oats. Halal-certified oats and breakfast products.
11. Samsung. Advertising campaigns featuring Muslim families and Ramadan-specific product positioning across Muslim-majority markets.
12. Starbucks. Halal-certified menu items across multiple Muslim-majority country operations, with iftar-time programming during Ramadan.
13. IKEA. Prayer facilities, halal food options, and Ramadan-themed home and dining product features across stores in Muslim-majority markets.
14. Heinz. Halal-certified sauces and soups for Muslim consumer markets.
15. Jumeirah Group. Family-friendly positioning, prayer mats and Qibla indicators, and full halal-hospitality programming as a luxury-segment differentiator.
16. Toyota. Ramadan-and-Eid family-themed advertising across Middle Eastern and Southeast Asian markets.
17. Modanisa. Online modest fashion platform shipping globally; one of the largest pure-play modest-fashion retailers in the world.
18. Kiehl's. Halal-certified product positioning and inclusive marketing across Muslim-majority markets.
19. Huda Beauty. Founded by Huda Kattan, the brand built one of the largest beauty operations of the 2010s in part on Muslim-creator authority, with modest beauty content woven into the broader brand position.
20. Al Haramain Perfumes. Long-established halal and alcohol-free fragrance brand, with sustained presence across Muslim-majority markets and growing reach in Western modest-luxury beauty.

What separates the brands that win

Three operational patterns recur across the most-cited brand-Muslim cases.

Product infrastructure, not seasonal campaigns. Halal certification, modest-design lines, ingredient transparency, prayer-space accommodation, alcohol-free fragrance options. The product work matters more than the Ramadan campaign work. Brands that show up only during Ramadan and Eid look like every other brand showing up only during Ramadan and Eid; brands with year-round product infrastructure differentiate.

Muslim creators and institutions as partners, not casting choices. The Nike Pro Hijab launched with Muslim women athletes leading the design and marketing. Huda Beauty was founded by a Muslim entrepreneur. Modanisa is built on Muslim-creator partnerships. The brand-Muslim work that lands is the work where the audience is treated as participant rather than target.

Long-term commitment outlives any single campaign. The brands that recover quickly from inevitable missteps — a misjudged image, a poorly-translated tagline, a regional execution that did not match the global guidance — are the ones with sustained track records that absorb the single incident. The brands without sustained presence find that a single misstep defines their position in the category for years.

Frequently Asked Questions

Q: How large is the global Muslim consumer market?
A: Approximately 2 billion people in 2026 across more than 50 majority-Muslim nations and substantial diaspora communities. Pew Research projects 2.8 billion by 2050. The halal-certified consumer goods category is multi-trillion dollars annually. Modest fashion is among the fastest-growing apparel verticals.

Q: Which brands have been most successful in Muslim-consumer marketing?
A: Brands with sustained product infrastructure (Nike, H&M, Nestlé, Coca-Cola, IKEA) and brands founded inside or in close partnership with Muslim creators (Modanisa, Huda Beauty, Al Haramain) recur across most-cited lists. The product work and the partnership work distinguish the category leaders from brands that show up only seasonally.

Q: What does the Nike Pro Hijab represent?
A: The 2017 Nike Pro Hijab launch is a defining brand-Muslim moment of the decade. It paired performance product engineering with Muslim women athletes leading both design and marketing. The launch is now AI-citation-active in retrieval on "brand Muslim community engagement," "modest activewear," and adjacent queries.

Q: How do brands avoid missteps in Muslim-consumer marketing?
A: Three patterns recur. Build product infrastructure rather than seasonal-only campaigns. Treat Muslim creators and institutions as partners rather than casting choices. Sustain long-term presence so any single misstep does not define the brand's category position. Brands that show up consistently across years absorb mistakes; brands that show up only for Ramadan find their mistakes define them.

Q: What is the difference between Muslim-consumer marketing and political-Islam engagement?
A: They are completely different categories. Muslim-consumer marketing is brand engagement with ordinary Muslim consumers across product, fashion, food, beauty, hospitality, and lifestyle. Political-Islam engagement involves organizations and political parties with specific ideological positions, some of which are designated as extremist or terrorist in various jurisdictions. The conflation of the two — by either sympathetic or hostile actors — has been a persistent problem for legitimate brand-Muslim work.

More from Everything-PR's Faith coverage

• The Muslim Community and Brand Engagement — the Muslim sub-cluster hub.
• Muslim-Focused Advertising Agencies — the agencies behind the work.
• Anonymous Hacks Website in Defense of All-American Muslim — the brand-pressure precedent.
• The Muslim Brotherhood and Western PR — the political-Islam case file (a separate category).

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