Samina Akhter set up Samina Pure Make-up from her home in Birmingham, UK, after questioning the ingredients of many High Street makeup products. Under Islamic law, alcohol and certain meats are forbidden. Pork especially is taboo, so Akhtar was shocked to learn that some of the products she used contained fatty acids and gelatin from pigs.

“As a Muslim, I was questioning what I was putting on my skin,” Akhter told Reuters. “I wanted to know whether it was permissible in Islam.” In keeping with Islamic law, Akhter’s lipsticks and eyeliners are made from plant extracts, minerals, essential oils and vitamins.

The business received halal accreditation in early June, and now has over 500 customers. “Many Muslim women like me have been frustrated by wanting to look good and follow their faith,” Akhter said. Interest in the range, which is sold online, has been shown as far as Malaysia, Indonesia and Singapore, she added.

The cosmetics are shipped in from Australia and certified by the independent Halal Certification Authority Australia.