Kotler and Keller define consumer purchase interest as a behavior that represents a customer’s choice to purchase a product based on their prior experiences with the product’s selection, use, or desire (Syafrial & Firdaus, 2022). Marketers must comprehend how consumers behave during the purchasing process in order to stimulate interest in making a purchase. Customers will choose whether to purchase or reject the provided product after being swayed by marketers (Habibi & Mubasiroh, 2023). Purchase interest is influenced by the evaluation of the product's value, where if the perceived benefits are greater than the sacrifices, the interest in buying will be higher. Conversely, if the benefits are smaller than the sacrifices, consumers tend to switch to looking for other products. According to Kotler and Keller in (Ismaya et al., 2022), define purchase interest as a consumer's desire to buy or choose a product based on their experience. They explain that purchase interest can be understood through the AIDA model, which describes the stages of stimulation that consumers go through, namely attention, interest, desire, and action. At the attention stage, consumers begin to get to know the product through promotions carried out by the company. The next stage is interest, where consumers are interested after getting more information. Then, at the will stage, consumers' desire to buy the product increases, and finally at the action stage, consumers make a decision to buy the product. Purchase interest also functions as a motivational factor that influences consumer behavior, indicating the efforts made by a person to try or buy a product (Sari, 2020). According to (Listyoningrum, 2012), purchase interest reflects short-term behavior that can predict future consumer purchasing decisions. Furthermore, according to Listyoningrum (Listyoningrum, 2012) states that purchase interest is an individual's conscious intention to buy a product.

Halal in Indonesia is regulated through the granting of halal certification by institutions that aim to build a perception among Muslims that products without halal certification may be at risk of not complying with Islamic law. According to (Warto & Samsuri, 2020), halal certification functions to make it easier for Muslim consumers to choose products that comply with Islamic law. Based on research by(Warto & Samsuri, 2020), it states that halal cosmetics cover all aspects of production, including the use of halal raw materials, as well as production processes, storage, packaging, and shipping that comply with Sharia procedures. In Arabic, halal means permissible or lawful and is related to the concept of "good" which emphasizes that everything that is halal must also bring goodness (Qanita & Syaifuddin, 2023). Allah says in Al-Baqarah verse 168, "O mankind! Eat of what is lawful and good on earth and do not follow the footsteps of Satan. Indeed, Satan is a clear enemy to you."

The concept of halal is not only limited to food and beverages, but also part of the belief system and moral ethics in everyday life (Masitoh, 2022). Currently, halal is not only a religious issue but also a business opportunity that can increase sales and create competitive advantages. The word cosmetics comes from the Greek "kosmetikos," which means the skill of decorating or beautifying. According to the Regulation of the Minister of Health of the Republic of Indonesia No. 445 / MenKes / Permenkes / 1998, cosmetics are defined as preparations used on the outside of the body (such as skin, hair, nails, lips, and external genitalia) as well as teeth and oral cavity to clean, increase attractiveness, change appearance, protect, or improve body odor, without medical intent (Maryani & Fachrurrazi, 2017).. Cosmetics used to be made from natural ingredients obtained from around the place of residence, but now they have been innovated by using artificial ingredients. According to the Indonesian Food and Drug Supervisory Agency (BPOM) in 2011, cosmetics are materials used on the outside of the body for the purpose of cleaning, perfumed, changing appearance, improving body odor, protecting, or maintaining certain body conditions (Adjeng et al., 2023).

Consumer direct actions in obtaining, consuming, using goods and services, including the decision process that occurs before and after the action is what is meant by consumer behavior (Syafrianita et al., 2022). In general, humans tend to be rational and use available information systematically. Before doing or avoiding a behavior, a person usually considers the impact of their actions (Mahyarni, 2013). In the consumer decision-making process, there are a number of influencing factors. One important factor is culture, which has a major influence on consumption patterns or consumer behavior in Indonesia. Personal characteristic like age, life stage, profession, financial situation, personality, self perception, way of life, and value are also significant. Consumer behavior is directly impacted by a number of these traits. Motivation, perception, learning, beliefs, and attitudes are the primary psychological components. Strong drives or needs can direct a person to make decisions. Stimuli from marketing and the environment enter the consumer's consciousness, which are then processed through a number of psychological mechanisms together with certain consumer characteristics, resulting in decision making and final choices (Mahyarni, 2013).

This systematic review follows the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines. A literature search was conducted on the Scopus database in January 2025. The keywords used in the search were “halal AND cosmetic”. The study selection process was carried out in stages, following the PRISMA flowchart, the following is the PRISMA method diagram.

At the identification stage, an initial search was conducted and resulted in 245 documents. Then screening was carried out. After removing duplicates (n = 5), records marked as ineligible by the automated tool (n = 20), and records removed for other reasons (n ​​= 15), 205 records remained for abstract and title review. Of the 205 documents, 27 records were excluded because they were not relevant to the topic. Furthermore, at the Eligibility assessment stage, full-text reports were searched for 178 documents. A total of 31 documents could not be found or accessed. Of the 147 report documents assessed for eligibility, 99 documents were excluded with the following criteria: book review or book chapter, publication not in English, publication before 2018, research that only discusses aspects of halal cosmetic production without involving consumers, research that does not contain theory, research that focuses more on religious aspects than scientific aspects. After a rigorous selection process, 53 articles met the inclusion criteria and were included in this systematic review. Detailed information about the included studies can be seen in the discussion.

The research questions were formulated with the aim of focusing the Systematic Literature Review (SLR) study conducted. The development of research questions refers to the PICOC (Population, Intervention, Comparison, Outcome, Context) framework proposed by (Kitchenham et al., 2007). This PICOC framework helps in specifically identifying the study population, the intervention studied, relevant comparisons, expected outcomes, and the research context. Based on the PICOC framework, the research questions proposed in this study are as shown in Table 1.

The search process in a systematic literature review (SLR) involves several crucial stages. The initial stage is selecting a relevant digital database. Selecting a comprehensive database will increase the chances of obtaining studies relevant to the research topic. The database used is an article indexed by SCOPUS. Next, a specific search string is formulated by referring to the PICOC components, especially the population and intervention that have been defined in the research question. An effective search string involves identifying relevant key terms, synonyms, and spelling variants. In addition, it is also necessary to consider searching for key terms in the title, abstract, and keywords of the article. After obtaining the initial search results, it is necessary to refine the search string iteratively to minimize the number of irrelevant studies.

In the search process, it is important to adjust the search strategy to the characteristics of each database. Limiting the search based on the year of publication, type of publication (eg, journal articles and conference proceedings), and language also needs to be done to obtain more focused search results.

Inclusion and exclusion criteria were used to select primary studies. These criteria are shown in Table 2.

The selected primary studies were then subjected to systematic data extraction to gather relevant information to answer the research questions. A specially designed data extraction form was used as a tool to collect important data from each study. The properties or variables to be extracted were identified based on the research questions and preliminary analysis conducted by the researcher. A total of four primary properties were identified to answer the research questions, as listed in Table 3. The data extraction process was carried out iteratively to ensure the accuracy and completeness of the data obtained.

Evaluation of study quality is crucial in guiding the interpretation of synthesis findings and determining the level of confidence in the conclusions drawn. The primary purpose of data synthesis is to collect and integrate empirical evidence from relevant studies to answer the research question. Although each study may have limited contribution, the accumulation of evidence from a large number of studies can strengthen the validity of the overall findings. The data extracted in this review included both quantitative and qualitative data. Various data synthesis strategies were applied, tailored to the type of research question asked. In general, a narrative approach was used as the primary synthesis method. The data obtained were then tabulated systematically to facilitate analysis and interpretation. In addition, various data visualizations such as bar charts, pie charts, and tables were used to present the data more informatively.

Keyword co-occurrence analysis of halal cosmetics research. This study conducted an analysis using co-occurrence to obtain the main theme in research on halal cosmetics. The keywords used bring up interests that are mapped through the keyword format used by the authors in listing their research (Andersen, 2021). Figure 3 presents the co-accurance keyword network displayed with VOSviewers. It is known that there are four main focuses of the theme groups that emerge from the results of the co-occurrence keyword analysis representing that the red color refers to the knowledge cluster on halal cosmetics, the green cluster represents attitudes towards halal products, the blue cluster represents that halal-labeled cosmetics influence purchase intentions, the purple cluster includes ingredients in halal cosmetics and halal certificates in halal cosmetics.

The development of article publications focusing on the interest in purchasing halal cosmetics over the past 7 years between 2018 and 2024 has increased and decreased. These results can be seen in Figure 1 which shows that the most research on the topic of purchasing halal cosmetics occurred in 2024, namely 12 articles. While in 2023 there were 8 articles, research conducted in 2022 with the topic of interest in purchasing halal cosmetics there were 8 articles. And in 2021, 6 writings were found on the topic of interest in purchasing halal cosmetics, and in 2020 and 2019 7 studies were found on the same topic, in 2018 as many as 5 articles were found.

Research found in 2020 stated that consumers already have a higher awareness and tend to choose products that comply with halal principles (Hasibuan et al., 2019). The fluctuation in the number of studies between 2018 and 2024 indicates that consumers choose halal products because the safety of ingredients followed by the halal logo is a very important predictor of the intention to purchase halal cosmetic products among Generation Y consumers (Khan et al., 2021). It can be concluded that consumers trust halal products because of the safety offered by halal products. In addition, the massive use of social media makes consumers easily tempted by products displayed through reviews of these products has a major impact on interest in purchasing halal cosmetics (Sulistyosari et al., 2023). Then the product image plays no less a crucial role in forming attitudes towards the intention to switch to halal cosmetics because the image built by the halal cosmetic brand focuses on skin health and beauty and creates a positive attitude towards someone who uses it (Wisudanto et al., 2024). No less important is the reasonableness of the price of a halal cosmetic product (Soeroto et al., 2023).

Through various studies found, researchers can identify various factors that cause consumer interest in buying halal cosmetic products. A study can provide various benefits such as additional knowledge for business actors for several reasons, namely, these findings can be used as a reference to be applied in their efforts to attract consumer interest and can find out how consumers think before deciding to make a decision to buy a product.

Meanwhile, the publication of articles from each country is known to be Indonesia with 28 articles, followed by Malaysia with 15 articles and India with 6 articles, Pakistan with 3 articles and Bangladesh with 1 article.

Indonesia is a country with the largest Muslim population, this creates an opportunity for manufacturers to develop halal products, such as cosmetic products. In addition, currently there are many new cosmetic brands that are popular in Indonesia that present halal cosmetic products and increase consumer awareness of halal products and the growth of the halal industry ((Ashilah et al., 2023);(Anjelina & Andni, 2024)).

The application of theory is used in scientific writing as a basis and support in writing research, as stated by (Nursulis & Muspawi, 2024). that there needs to be a basis for developing an opinion, focusing on methodology, analyzing data to providing contributions to science.

In Figure 6, it is known that the most frequently used theory in research is the Theory of Planned Behavior (Khan et al., 2021) (Septiarini et al., 2023) (Osman et al., 2022) (Huriah et al., 2022), this theory is most widely used to determine purchasing decisions for halal cosmetics. Furthermore, the most widely used theory after the Theory of Planned Behavior is the Theory of Reasoned Action ((Putri et al., 2019);(Hassan & Sengupta, 2019); (Sama & Trivedi, 2019)). Meanwhile, the use of the Theory of Consumer Behavior, Push and Pull Theory, and Theory of Consumption Value was found only once each.

The research approach is used to collect, analyze, and interpret data in answering research questions systematically and accurately. Figure 5 shows that the research approach often used by researchers is a quantitative approach, which can provide a clearer understanding of the research phenomenon through data collection that can be measured quantitatively and generalize findings to a wider population (Ardiansyah & Jailani, 2023).

Meanwhile, qualitative research is defined as a research approach that aims to understand and explain social phenomena as a whole through the interpretations, perspectives, and experiences of the people involved in it (Ardiansyah & Jailani, 2023) As in the research conducted by (Masitoh, 2022) which examined the Existence of Halal-Labeled Cosmetics in Muslim and Non-Muslim Communities, using a qualitative phenomenological approach because it aims to explore the subjective experiences of individuals or groups, in this case consumers who choose the Wardah brand.

Research instruments are used to ensure that the data obtained is in accordance with research needs, accurate, and reliable. This study reveals research instruments that are often used by researchers.

In Figure 8, it can be seen that the most widely used research instrument by researchers is a questionnaire. This is because the questionnaire data collection instrument is used to collect data from larger samples in quantitative research (Creswell & Creswell, 2018). Meanwhile, research instruments with interviews are effective when the source of information is a group or someone who is an expert in their field (Harto et al., 2023). Therefore, most of the studies found used questionnaire data collection instruments because they are more effective when using large samples.

Based on the findings of the Systematic Literature Review research which has conducted content analysis on previous studies, it can be seen that a person's interest in buying halal cosmetic products is influenced by several factors, namely:

Based on Figure 9, there is a consistent focus on the behavior of halal cosmetic consumers, especially among women. Most of the research is indeed centered on the millennial generation and generation Z in Indonesia. This shows the high interest of local researchers to understand the factors that influence the decision to purchase halal cosmetic products among the younger generation who are increasingly aware of the importance of halal and quality products. It is known that the trend of purchasing halal cosmetics by Gen Z indicates awareness of the halal status of cosmetics (Jannah & Indra, 2024). However, there are also several comparative studies involving neighboring countries such as Malaysia and Singapore, indicating an effort to understand local and global nuances in the consumption of halal cosmetics (Khan et al., 2021) (Respati et al., 2024) (Septiarini et al., 2023). Although Indonesia is the center of attention, research also covers interesting subject variations, such as comparisons between generations. Several studies compare the behavior of halal cosmetic consumers between generations (Millennials, Gen Z, Baby Boomers) both within one country and between countries. This can be seen in the differences and similarities in consumer preferences across generations and cultures. Then, comparisons between countries, research involving countries such as Malaysia and Singapore provide insight into the influence of different cultural, religious, and economic factors on the behavior of halal cosmetic consumers.

Based on the analysis conducted on several research articles, it shows that research related to halal cosmetics has grown rapidly, but there are still several topics that need to be studied to broaden the horizons in this halal cosmetics sector. One topic that needs to be studied is the limitations of studies that explore the behavior of non-Muslim consumers in using halal cosmetics. Current research generally focuses on Muslim consumers, while the motivations of non-Muslim consumers, such as perceptions of quality, safety, and trust in halal products, are still rarely studied (Koc et al., 2024). However, based on research conducted by (Septiarini et al., 2023) stated that non-Muslim consumers are also interested in halal cosmetics for various reasons, such as safety, comfort, and cleanliness of the ingredients used. However, referring to several articles, it is considered insufficient to describe the perceptions of non-Muslim consumers towards halal cosmetics, the majority of studies only focus on Muslim consumers, considering the importance of the halal aspect for Muslim groups, while the behavior and motivations of non-Muslim consumers who also use halal cosmetics are still rarely explored. In addition, although halal certification is recognized as important as a product guarantee, analysis is still needed on its influence on consumer perception, loyalty, and preferences in various market segments (Warto & Samsuri, 2020). The interaction between culture and religious values ​​is also a research gap that needs to be explored, especially in how local culture or globalization can moderate the influence of religiosity on purchasing decisions for halal cosmetics (Maulani et al., 2023). Furthermore, there is a need to examine effective marketing strategies to increase awareness and demand for halal cosmetics, both in the domestic and international markets, given the increasingly fierce competition.

Based on the limitations of the research found in the analysis of articles on halal cosmetics, for further research, it is recommended that further research be conducted on the behavior of non-Muslim consumers who use halal cosmetics in order to understand the motivations, perceptions, and factors that drive them to choose these products. Research can also expand the focus on the influence of halal certification on consumer perceptions and loyalty in various market segments and different cultures. In addition, it is important to further explore how the interaction between culture and religiosity can moderate purchasing decisions for halal cosmetics, especially in the context of globalization and local culture. Further research could also develop specific and effective marketing strategies to increase awareness and demand for halal cosmetics, both locally and internationally.