Increasing choices for Muslim women
Nail varnishes are becoming popular with a new demographic, after the development of several wudhu-friendly products. Many Muslim women choose not to wear any nail varnish as it is considered inconsistent with wudhu – the ritual washing performed before prayer. Polish creates a physical barrier on top of the nails, preventing the required water from cleansing them.
But a number of alternative products are changing this. The latest launch comes from Safe ‘N’ Beautiful, which has created a range of six water-based varnishes. Free from harmful chemicals and allergens, the polishes can be removed with soap and water before prayer, making them wudhu-friendly.
Jeanette Sklivanou, founder of Safe ‘N Beautiful, believes the product is also appealing to consumers who are concerned about the chemicals in nail varnishes. She said: “Women are more carefully considering the safety and eco-friendliness of the cosmetics they include in their beauty regimen. And with time a precious commodity, women are also seeking ways to simplify their beauty routines.”
Previously, wudhu-friendly nail varnishes have focused on being water-permeable, allowing the nail to be washed in preparation for prayer without needing to be removed. Mark Deason, is Managing Member and Owner at Acquarella – a US brand producing water-based nail varnishes. Their primary focus is also on more natural cosmetics. Deason told Cosmetics Business: “We’ve started about ten years ago, our products have always been compliant but we didn’t know until about five or six years ago.”...
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