"It’s a moral choice," say makeup users boycotting international brands linked to Israel

SHAH ALAM – Amidst a growing movement to boycott international brands, including major makeup companies, Malaysians are increasingly turning away from products associated with Israel in solidarity with Palestinians.

This boycott extends beyond food chains like McDonald’s and Starbucks, touching on cosmetics as well.

A corporate officer and makeup enthusiast who only wanted to be known as Lelo Adams said that he had joined the boycott and shifted to local alternatives like Alha Alfa.

He emphasised that his decision is driven by moral duty as a Muslim.

"It is a moral obligation as a Muslim. While I cannot help Palestinians physically, I do what I can to help, be it big or small," he told Sinar Daily.

He said that he has been boycotting since November last year where he found himself consistent in doing so and not associating himself with the boycotted brands.

The makeup enthusiast also found himself standing up for the Palestinians religiously, where he created a separate TikTok account dedicated to voicing out about them to create awareness.

"I keep up with every other creator globally on the issue. Not buying associated products is a small act, I pray that act becomes accepted as a small personal jihad.

“Who knows, we might get a ticket to enter Paradise because of the consistency,” he said.

Also a long-time advocate for affordable products, believes that expensive brands are often overrated.

"I've rarely used high-end products, but my looks have proven the quality of cheaper alternatives for nearly a decade. Expensive brands on the BDS list are hyped, but replacements exist," he added.

Despite his boycott, Adams keeps up with the latest products from international brands but has replaced them with products from Alha Alfa, Korean, Thai and Chinese brands.

He plans to continue boycotting brands linked to Zionism, urging others to join him. "Boycotting never ends. It takes collective effort to challenge corporations funding these atrocities," he said.

Adams also encourages others to stay informed and vigilant in seeking alternatives.

"It’s about whether you care or not. Just remove people who insist on not boycotting because what's the point of having stubborn people in our life, especially when it comes to moral/humanity issues?

"There is no excuse. It has been almost a year now so if we are still clueless about the alternative options, then no one else is to blame but ourselves," he said, adding that the boycott could be a boost for Malaysia’s economy.

Similarly, another makeup user only wanted to be known as Hana, said she has been consistent in boycotting with the aim to support local brands for ethical and financial reasons.

"It’s about making informed, responsible choices," she said, noting that local brands often offer comparable quality to international names.

She did not deny that boycotting might be difficult for some, while she rated herself at eight on a scale of 10 on her boycotting efforts.

"I understand that it can be difficult to make a complete switch, speaking from my own experience," she said but advised others who have not started to start small and research to replace a few items one at a time.

hanasaid that every little bit of effort helps and the choices made have an impact.

Hana is now loyal to brands like Kamelia Cosmetics and Alha Alfa, finding them better suited to her needs.

"The quality is comparable to big brands, and I feel proud supporting the local economy," she added.

Even if the boycott ends, Hana plans to continue supporting local businesses.

"The principles behind the boycott are significant. It’s about long-term awareness and responsible choices," she said, emphasising that supporting local products boosts the economy and creates jobs.