# DEENIN

We are reshaping the $3T global Muslim consumer market

- Canonical URL: https://wefunder.com/deenin
- Entity ID: wefunder:company:187584
- Last updated: 2026-06-18T02:05:46Z
- Generated at: 2026-06-18T02:28:48Z

## Quick facts
- Bootstrapped to $2M+ in sales
- 30K orders delivered to customers in 50+ countries through our D2C platforms.
- We pioneered The Wudhu Socks and transformed faith-based wear into a global trend.
- 7 new products launched, AOV and margins doubled.
- 15+ distributors across US, UK, Canada, Australia, South Africa, Kazakhstan, and beyond
- Co-founder team with PhD marketing expert & proven CPG track record.

## Active fundraises
- wefunder:fundraise:148461: 4(a)(6) successful (USD)
- wefunder:fundraise:148460: 4(a)(6) open (USD)

## Story
A brand built by Muslims, for Muslims. DEENIN is creating practical, sustainable and faith‑aligned products that help over two billion Muslims worldwide live their faith more easily. What started in a bedroom has grown into a portfolio of products trusted in 50+ countries and distributed across 15+ markets. Our mission is to build a brand that Muslims everywhere are proud to call their own.Every day, millions of Muslims face unnecessary challenges in practicing their faith in spaces and with products that do not truly fulfill their needsEvery day, millions of Muslims around the world face unnecessary obstacles in practicing their faith. Public spaces, from airports to workplaces, are rarely designed with their needs in mind, making basic acts of worship like performing ablution both inconvenient and uncomfortable. The lack of accessible, Sharia-compliant products further adds to this daily struggle, forcing Muslims to find improvised solutions for something that should be simple and dignified.Despite representing over 2 billion people globally, Muslims are still treated as a niche market rather than a growing movement shaping modern consumer behavior. This gap between faith and functionality is not just a religious concern; it is a design, accessibility, and inclusion challenge that demands innovation.The global Muslim consumer market is among the fastest-growing markets worldwide, and we are strategically positioned to lead its growthLarge and growing: The world’s Muslim population is around 1.9 billion people. Pew Research estimates that the U.S. alone had about 3.45 million Muslims in 2017 (1.1 % of the population), a figure that has continued to grow.Spending power: Muslim consumers spent US\$2 trillion in 2021 across food, pharmaceuticals, cosmetics, fashion, travel and media sectors. Spending is forecast to reach US\$2.8 trillion by 2025 and US\$3.36 trillion by 2028 , highlighting the enormous opportunity in halal and faith‑aligned products.Fast‑growing segments: Halal food alone accounted for US\$1.434 trillion in 2023 and is projected to reach US\$1.939 trillion by 2028. Muslim‑friendly travel is expected to grow at a 12.1 % CAGR, from US\$217 billion to US\$384 billion in the same period.DEENIN is creating practical solutions that meet the real needs of Muslims around the worldAt DEENIN, our product development process begins with listening. We engage deeply with our community to understand their daily challenges and unmet needs. As Muslims ourselves, we share these experiences and design solutions that make living by faith simpler and more accessible.Once a need is identified, we move from concept to creation through a structured cycle of research, prototyping, and design. We collaborate closely with trusted partners for manufacturing and material development, ensuring every product meets high standards of quality, safety, and performance.Throughout production, we implement strict quality controls at every stage, including molding, assembly, and battery testing. Our supply chain is built around reliability and efficiency, working with experienced logistics partners to deliver products safely and quickly to customers around the world.This hands-on, end-to-end approach allows us to maintain consistency, ensure excellence, and bring innovative, faith-aligned products to life.We are building scalable, repeatable revenue channels across the global Muslim lifestyle marketWe are not just selling products; we are building scalable, repeatable revenue channels across the global Muslim lifestyle market. Our diversified structure allows us to grow sustainably while reaching customers through multiple touchpoints.Amazon (FBA): Represents nearly 70 percent of total revenue, operating across four marketplaces (U.S., U.K., Canada, and Australia) with optimized PPC and fulfillment efficiency.Shopify (D2C): Two independent stores managed through 3PL partners in the U.S. and China, offering higher average order values and greater control over brand experience.B2B Wholesale: Growing network of international distributors and retail partners expanding DEENIN’s global footprint.Subscription Models (Planned): A future growth lever designed to enhance retention and lifetime customer value through recurring purchase models.Together, these channels form a resilient and scalable revenue ecosystem, positioning DEENIN for continued year-over-year growth and long-term profitability.Case Study 1: Pioneering a new market we lead – how we built The Wudhu Socks categoryWhen DEENIN introduced The Wudhu Socks, it was not entering competition; it was creating a category. Before us, there was no structured global market for waterproof, Sharia-compliant socks designed for ablution. We recognized a widespread, underserved need among over 2 billion Muslims worldwide, many of whom face challenges performing wudhu at work, during travel, and in public settings.By launching a purpose-built, premium, and certified solution, DEENIN pioneered the concept of “Wudhu-ready comfort,” transforming what was once a personal workaround into a recognized global product category. The result has been exponential traction, with tens of thousands of pairs sold across more than 50 countries, and particularly strong demand from the U.S., U.K., Canada, and Australia, where Muslim populations are rising and awareness of faith-aligned lifestyle products is accelerating.The broader Muslim lifestyle and modest apparel market is valued at over 320 billion dollars, growing at 6 to 8 percent annually. Within that, the potential market for Wudhu socks, estimated from active adult Muslims who perform daily prayers, represents a massive opportunity when scaled globally. DEENIN continues to define and expand this space by driving education campaigns, securing distribution partnerships, and maintaining product authenticity through verified Sharia compliance and tested waterproof technology.Today, DEENIN stands as the category creator and market leader, turning an innovative idea born from faith into a global standard for modern Islamic living. Through product excellence, influencer collaborations, and a strong brand identity, we are not just leading a market; we are building one.Case Study 2: We are also capturing the rapidly-growing bidet marketAcross the world, consumers are becoming more conscious about hygiene, sustainability, and convenience. Yet, traditional bathroom products have not evolved to meet modern needs, especially for those who value cleanliness as part of their faith and daily routine. The bidet market, once considered niche, is now one of the fastest-growing hygiene categories, expanding at over 6 percent annually as awareness spreads across the U.S., U.K., Canada, and Australia.DEENIN, through its sub-brand ABDEEZ, is at the forefront of this shift. With the ABDEEZ Portable Bidet, we have positioned ourselves as a modern, faith-conscious hygiene brand that bridges functionality with portability. Our sales in this category have grown four times compared to last year, supported by an average order value of $30 and margins of around 50 percent.As we continue to innovate with new product variations, including electric and manual models, DEENIN is not just participating in the bidet market; we are redefining it. By blending smart design, eco-friendly thinking, and cultural relevance, DEENIN is building the foundation for a future where personal hygiene is both modern and mindful.Thousands of customers who have tried our products now use them "religiously"Real feedback: Customers describe DEENIN products as “life‑changing” and “essential for modern Muslim life.” Doctors appreciate the sanitary convenience, travellers enjoy worry‑free prayer, and parents love educational toys that connect children with their faith.Social proof: 15+ distributors across Kazakhstan, South Africa, Canada, Australia, New Zealand, the U.S., U.K., and more. Strong presence on social media with thousands of positive reviews and user‑generated content.Strong growth across multiple product categories, expanding global presence, and rising brand recognitionBootstrapped growth: DEENIN has grown without outside capital. Revenue has nearly doubled year on year for the last three years, while gross margins have doubled over the past year.Order volume: Over 30,000 orders shipped to date, generating US\$2 million+ in cumulative sales (as of 2025).Customer retention: ~25 % of customers coming back for more.Global distribution: 15+ distributor partnerships, reaching customers in Kazakhstan, South Africa, Canada, Australia, New Zealand, the U.S., the U.K. and beyond. Products are in use in 50+ countries.Product expansion: Seven new products launched in the last two years, significantly increasing average order value (AOV) and building a diversified product portfolio.Investing now will accelerate DEENIN’s journey to become the world’s leading Muslim consumer brand in the next five years.Scale key product lines – Increase production capacity and expand the Wudhu Socks and ABDEEZ lines to meet growing demand and lower cost of goods sold (COGS).Capture market share – Strengthen our distributor network and expand into new regions (MENA, Southeast Asia) to reach more Muslim consumers.Marketing & brand building – Position DEENIN as the go‑to brand for practical faith‑aligned products through targeted digital marketing, influencer partnerships and community engagement.Technology & operations – Invest in inventory forecasting, AI‑based website personalisation and improved customer support to drive efficiency and customer satisfaction.Sustainability initiatives – Partner with social enterprises and strategic suppliers to minimise waste, use recycled materials and reduce our carbon footprint, making DEENIN truly climate‑friendly.Product development – Continue innovating new products that solve real problems for Muslims (e.g., smart prayer timers, travel‑friendly ablution kits).Our vision: building a brand that integrates faith seamlessly into modern lifeAt DEENIN, our purpose is to make living by one’s faith simple, natural, and accessible in today’s fast-paced world. Our vision is to become the leading global lifestyle brand for Muslims by creating products that blend deen with design, and spirituality with everyday function. Through our mission, we are building experiences that support Muslims at every stage of life and every moment of the day — from Fajr to Isha, from work to worship, and from the quiet of dawn to the calm of night.A proven team combining entrepreneurial spirit, operational excellence, and a shared mission to build the world’s leading Muslim consumer brandUmar Khan — Co-Founder & CEO Built DEENIN from his parents’ home into a global Muslim lifestyle brand. Economics and Information Systems graduate from Turkey’s #1 university. Creator of The Wudhu Socks and a self-taught product designer driving innovation and community engagement.Dr. Carter Mandrik — Co-Founder & Chief Strategy OfficerMuslim revert and PhD in Marketing. Former marketing director of Turkey’s largest dairy company and MBA professor with decades of experience scaling global consumer brands and partnerships. Leads DEENIN’s growth strategy and market positioning.Surkhel Yousafzai — Co-Founder, Strategy & Communications AdvisorAdvisor at Falcon & Associates, leading Dubai’s global positioning and partnerships. LSE Master’s graduate and award-winning strategist advancing inclusive, high-impact initiatives across government, policy, and communications.Advisors & TeamA diverse group of professionals spanning supply chain, marketing, e-commerce, and sustainability, united by a mission to build the world’s leading Muslim consumer brand.Invest in DEENIN today and help us reshape the global Muslim consumer marketWe’ve proven that Muslims worldwide are hungry for products that truly fit their faith and lifestyle. With a market projected to exceed US\$3 trillion and strong traction behind us, DEENIN is ready to capture this opportunity. We invite you to invest in a brand that is practical, sustainable and deeply meaningful to a global community.Appendix & SourcesGlobal Muslim spending and population: State of the Global Islamic Economy Report (2022) notes that the world’s 1.9 billion Muslims spent US\$2 trillion in 2021, forecast to reach US\$2.8 trillion by 2025 .Sector breakdown: Salaam Gateway’s 2024/25 overview shows halal food at US\$1.434 trillion in 2023, rising to US\$1.939 trillion by 2028, and Muslim‑friendly travel growing from US\$217 billion to US\$384 billion.U.S. Muslim population: Pew Research Center estimated about 3.45 million Muslims living in the U.S. in 2017, making up about 1.1 % of the population.1 State-of-the-global-islamic-economy-report_2022.pdfhttps://asmex.org/wp-content/uploads/2022/11/State-of-the-global-islamic-economy-report_2022.pdf2 A new estimate of U.S. Muslim populationhttps://www.pewresearch.org/short-reads/2018/01/03/new-estimates-show-u-s-muslim-population-continues-to-grow/3 The Global Islamic Economy 2024/25 Overview: Muslim consumer market size and trajectory | Salaam Gateway - Global Islamic Economy Gatewayhttps://salaamgateway.com/story/the-global-islamic-economy-202425-overview-muslim-consumer-market-size-and-trajectory⚖️ Forward-Looking Statements DisclaimerCertain statements in this campaign, including forecasts and projections of future performance, are forward-looking statements. These statements are based on current expectations, estimates, and assumptions made by the company’s management in light of available information. Such projections are not guarantees of future performance and involve risks and uncertainties that could cause actual results to differ materially.Nothing contained herein should be interpreted as a promise or guarantee of future results or returns. Investors should conduct their own due diligence and understand that all investments involve risk, including the potential loss of principal.

## FAQ
1. **Assalaam alaykoum , I should do a wire transfer but I do not find how to proceed for my investment. Can you help please ?**
   - Wa alaikum as salam wrwb, you should be able to see the wire options when you select payment method as wire. Please let us know if you find it or need further assistance.
2. **Assalaam alaykoum I transfères few months ago 2500$ did you receive it ?**
   - Wa alaikum as salam wrwb,Yes, we see it. It is received. Thank you so much!Regards, Umar
3. **Sounds Promising. I have a few questions 1. What is your Amazon revenue concentration? If Amazon changed its algorithm or delisted your products tomorrow, what would revenue look like in 30 days? 2. Is Surkhel Yousafzai full-time? What is the current full-time headcount? 3. Wh...**
   - Thank you for your insightful questions: 1. What is your Amazon revenue concentration? If Amazon changed its algorithm or delisted your products tomorrow, what would revenue look like in 30 days? Amazon currently represents approximately 60% of our total revenue on average. If Amazon were disrupted tomorrow, we would expect a significant short-term impact, but not a full 60% decline, as a portion of customer demand would naturally shift toward our other sales channels. Based on our current ch...

## Team
- Carter Mandrik (President & CEO)
- M. Umar Khan (COO & Head of Product Development)
- Surkhel Yousafzai (Strategy & Communications Advisor)

## Q&A
- Q: Sounds Promising. I have a few questions 1. What is your Amazon revenue concentration? If Amazon changed its algorithm or delisted your products tomorrow, what would revenue look like in 30 days? 2. Is Surkhel Yousafzai full-time? What is the current full-time headcount? 3. What is your true contribution margin after Amazon FBA fees, advertising spend, storage, and returns — not gross margin? 4. Has the Form C been filed with the SEC? Can you provide the EDGAR CIK number for independent verification? 5.What was your annual revenue for FY2023 and FY2024 specifically — not cumulative lifetime sales?
  - A: Thank you for your insightful questions: 1. What is your Amazon revenue concentration? If Amazon changed its algorithm or delisted your products tomorrow, what would revenue look like in 30 days? Amazon currently represents approximately 60% of our total revenue on average. If Amazon were disrupted tomorrow, we would expect a significant short-term impact, but not a full 60% decline, as a portion of customer demand would naturally shift toward our other sales channels. Based on our current channel mix, we estimate revenue would stabilize at roughly 50–60% of current levels within 30 days while we accelerated recovery efforts across D2C, B2B, and international distribution channels. While Amazon has been an important growth engine for us so far, we have intentionally continued expanding our non-Amazon channels. We now have active distribution partnerships across several countries, including Kazakhstan, Australia, South Africa, Switzerland, Germany, France, and Canada. One of the primary goals of this raise is to continue strengthening these channels while also investing further into Amazon operational infrastructure, compliance, QC, and supply chain resilience. Long term, our objective is to build a diversified global Muslim consumer brand that is not dependent on any single platform. 2. Is Surkhel Yousafzai full-time? What is the current full-time headcount? Surkhel Yousafzai is not currently involved in full-time day-to-day operations. However, he remains involved at the shareholder and strategic level where needed, particularly around long-term planning and business matters. Our current core full-time team consists of 6 members across operations, fulfillment, finance, customer support, marketing, product development, and management. In addition to the core team, we also work with contractors, freelancers, manufacturing partners, and external collaborators depending on project requirements and seasonal demand. 3. What is your true contribution margin after Amazon FBA fees, advertising spend, storage, and returns — not gross margin? Our true contribution margin after Amazon fees, fulfillment, advertising spend, storage, returns, and product costs is currently in the mid-to-high teens range. While our average contribution margin over the last year was approximately 11%, largely due to a small number of weaker months earlier in the year, contribution margins have averaged approximately 17% over the last four months as we’ve improved advertising efficiency, operational execution, and inventory management. We believe there is still meaningful room for further improvement as we scale purchasing volumes, optimize logistics, improve repeat purchase behavior, and continue expanding higher-margin B2B and D2C channels. 4. Has the Form C been filed with the SEC? Can you provide the EDGAR CIK number for independent verification? Yes, our Form C has been filed with the SEC through Wefunder. The filing can be independently verified through the SEC EDGAR system under ABDEEZ PBC, Inc. 5. What was your annual revenue for FY2023 and FY2024 specifically — not cumulative lifetime sales? Our annual revenue was approximately $359,342 in FY2023 and approximately $477,616 in FY2024. Growth was driven primarily by continued expansion on Amazon, B2B, and other D2C platforms. Hope this helps.
- Q: Assalaam alaykoum I transfères few months ago 2500$ did you receive it ?
  - A: Wa alaikum as salam wrwb,Yes, we see it. It is received. Thank you so much!Regards, Umar
- Q: Assalaam alaykoum , I should do a wire transfer but I do not find how to proceed for my investment. Can you help please ?
  - A: Wa alaikum as salam wrwb, you should be able to see the wire options when you select payment method as wire. Please let us know if you find it or need further assistance.