ANAAKA premium skincare founder Adam Chukri believes the term ‘halal’ is no longer merely a certification, but has evolved into a benchmark of trust, transparency and quality standards within the global beauty industry.
This belief stemmed from a study conducted before ANAAKA entered the Slovakian market, where 78 per cent of respondents associated halal with chicken, while the remainder admitted they did not know the true meaning of the term.
However, when asked about halal restaurants, most described them as clean, safe, authentic, fresh and trustworthy.
“That was when I realised I was not simply building a halal brand. I was actually building a brand founded on trust.
“Consumers may not actively look for halal products, but they are always looking for products they can trust. Once they understand the values behind halal, they see it as a mark of quality,” he said.
This became the foundation for ANAAKA, which was created to combine luxury, science and values without compromising quality.
According to Adam, one of the biggest misconceptions is that halal only begins once a product receives certification. In reality, the standard starts with the selection of raw ingredients, research, formulation, manufacturing, quality control, packaging and the effectiveness of every ingredient used.
“Certification is only the final validation. Premium halal begins with the careful selection of every ingredient, how it is developed, and how the entire process is managed. Halal is not intended to limit who can use a product. Instead, it raises standards for everyone. Values such as cleanliness, safety, transparency and integrity are appreciated by all consumers,” he said.
To ensure every product meets its standards, ANAAKA is formulated with three signature ingredients: Immortelle, rose water and halal Hyaluronic Acid.
Immortelle, a Mediterranean flower renowned as one of the world’s most valuable essential oils, was chosen to help maintain the skin’s natural radiance and resilience.
Rose water has long been recognised for its soothing properties, while halal Hyaluronic Acid is derived from mushroom species as an alternative to conventional sources.
“We do not choose an ingredient simply because it is popular, but because its 
In addition to its formulation, every ANAAKA product is supported by three key pillars: Halal certification by IIDC Germany, endorsement by international dermatologist Dr Jen Haley, and Premium Made in Italy status, covering the entire formulation, manufacturing and packaging process.
In response to changing global consumer preferences, Adam also introduced the H-Beauty concept, which embraces a simpler, more transparent approach focused on skin health.
H-Beauty is built on five core values which is Human, Healthy, Honest, Harmonious and Halal, as a response to increasingly complicated skincare routines driven by an overwhelming number of products and ever-changing trends.
“We do not believe skin needs too many steps. What it needs are quality formulations that complement one another and genuinely work,” he said.
This philosophy has also been extended into haircare through VOILEE, inspired by the experience of premium head spa treatments.
VOILEE combines the scents of jasmine, lavender and oud, and is formulated without sulphates, silicones or parabens to deliver a more premium haircare experience.
Meanwhile, Adam believes the beauty industry should not treat ageing as the enemy. Instead, he believes skincare should help women achieve healthier skin and appreciate themselves at every stage of life.
“A cream cannot create confidence. A serum cannot create self-worth. Confidence cannot be bottled. What we can do is help women achieve healthier skin so that their confidence can naturally shine through. I hope ANAAKA will be remembered not for its marketing campaigns or packaging, but for changing the way people perceive halal, luxury and beauty,” he concluded.
