A Haircare Brand Designed Around the Needs of Hijab Wearers

Following the successful development of the ANAAKA skincare brand, the client approached A&T Formulation with a new challenge: to create a dedicated haircare brand addressing the specific needs of people who wear the hijab.

Wearing a hijab can create particular challenges for hair and scalp health. Extended periods of coverage can contribute to moisture imbalance, friction, dryness, tangling and hair breakage, while the choice of haircare products becomes particularly important for maintaining healthy hair underneath the hijab.

The result was Voilée, a dedicated Halal-certified haircare brand designed around these needs while remaining suitable for all hair types and for both covered and uncovered hair.

A Continuation of the ANAAKA Brand

Voilée was developed as the haircare counterpart to the previously created ANAAKA Halal Skincare brand.

The two brands share the same philosophy: premium formulations, ethical standards and Halal certification, while each focuses on a specific area of personal care. ANAAKA focuses on skincare, while Voilée brings the same approach to haircare.

This allowed the client to expand from a successful skincare concept into a broader beauty offering while maintaining a consistent approach to quality, formulation and ethical standards.

The Voilée Haircare Range

The collection was developed as a complete haircare routine consisting of:

• Pure Shampoo Natural Care
• Revitalizing Conditioner Natural Care
• Pure Shampoo Color Care
• Revitalizing Conditioner Color Care
• Overnight Revitalizing Mask
• Hair Spray Perfume

The range covers the essential stages of haircare, from cleansing and conditioning to intensive overnight treatment and on-the-go refreshing.

Separate natural and colour-care products were developed to address different hair needs, while the complete routines allow consumers to build a simple but comprehensive haircare system.

Formulation Approach

A key objective of the development was to create effective products without compromising the ethical and formulation standards established by the ANAAKA brand.

The Voilée formulations are Halal-certified and free from animal-derived ingredients, alcohol, parabens, silicones and sulfates. The products are also cruelty-free and manufactured in Italy.

The formulations were designed to provide effective cleansing and conditioning while maintaining the hair's natural moisture balance. This was particularly important for hijab wearers, where excessive dryness, buildup and loss of freshness can become more noticeable when hair is covered for extended periods.

Addressing Hijab-Related Hair Challenges

The product development was specifically informed by the challenges associated with covered hair.

The range focuses on maintaining hydration, reducing damage and breakage, supporting scalp health and keeping hair feeling fresh and manageable. The Overnight Revitalizing Mask provides intensive overnight care, while the shampoo and conditioner products are designed to cleanse and moisturize without excessively stripping the hair.

The Hair Spray Perfume adds another element to the routine, providing a subtle fragrance and light hold while remaining alcohol-free.

Importantly, the products were not positioned exclusively for hijab wearers. The formulations were designed to work across different hair types and lifestyles, with the specific needs of covered hair serving as a central consideration in their development.

Halal-Certified Beauty

Halal certification was a fundamental requirement throughout the development process rather than simply a marketing claim.

The certification covers the ingredients, sourcing and manufacturing process, ensuring that the products meet the required Halal standards. This was combined with cruelty-free development and the exclusion of animal-derived ingredients.

This approach allowed Voilée to offer a haircare range that addresses both performance and personal values, which is particularly important for consumers looking for premium beauty products compatible with their lifestyle and beliefs.

The Result

Voilée became a dedicated premium haircare brand extending the ANAAKA concept from skincare into haircare.

The resulting range combines Halal-certified formulations, targeted haircare solutions and a specific understanding of hijab-related hair challenges, creating a complete routine for healthier, softer and more manageable hair.

For A&T Formulation, the project is a strong example of how an existing client relationship can evolve into the development of a new, distinct beauty brand — taking the philosophy and standards of an established skincare concept and translating them into an entirely new category.

From Halal skincare to specialized haircare — A&T Formulation helped turn a specific consumer need into a complete new beauty brand.