Islam Commodification Through Halal Cosmetics in Indonesia Poppy Febriana & Ruliana Yunita Sari University Muhammadiyah Sidoarjo, Indonesia Faculty of Social Science and Political Science poppyfebriana@gmail.com ABSTRACT Capitalist form of economic development have long been pert of Muslim societies in various (and often contested) forms (Grand, 1979). On its expansion, Islam is not merely a religion since entrepreneur are also transforming it into popular brand for media, cultural and commercial products (Widodo, 2008). As the greatest Muslim country in the world, makes Indonesia to be the most potential target country for the products which are packaged in line with the sharia of Islam.Included,one of them is halal cosmetic products label. The marketing precursor ofhalal cosmetics products in Indonesia is Wardah Cosmetics. Muslim women artists are selected to be the brand ambassador and as the commercial break’s actress. Through the television advertisement, Wardah not only defining their products, but also representingMuslim women within thesociety.Include withthe way they dress up, the fashion and the behavior of Muslim women. Unfortunately on its practice, Wardah did not represent Muslim womenrelevant to Sharia of Islam. They tried to reconstruct the Muslima todays. Muslim identity also being reconstruct through the commodities and consumptions practice. Using John Fiske semiotic theory, the researcher will reveal four versions of Wardah television advertisement products, on how this cosmetics product represent Muslim women in Indonesia. To deepen the analysis, the result of the study will be assesed using comodification theory perspective and to observe how Wardah Cosmetics exploit religion through halal cosmetics label as a tool to gain profits. Keywords: commodification, semiotic, fiske, muslim women