Zoya was created in 2005, is one of the business lines of Shafira Corporation, a holding company which operates in the Muslim fashion sector.

Zoya is the result of the transformation of the Lamara Veil and Clothes House which contains brands such as Zoya, Personal Scarf, Sajeeda and Mahsya. If previously the concept was a house of brands (a house with several fashion brands), now Zoya has changed to a brand house which consists of three main pillars, namely retail (via own store), agency and distribution to the chain store (franchise) business model.

Zoya has a vision of becoming the main reference for Muslim women in fashionable hijab clothing, with a mission
- Creating the latest Muslim fashion style innovations with technological materials
- Providing inspiration to Muslim women to always wear a stylish hijab
- Providing solutions to provide comfort for the beauty of Muslim women's faces

In 2020, Zoya carries the tagline Zoya Completes You, which means complete you. The products presented are increasingly diverse, with highlights from the basic collection (bergo and innerwear) with specially formulated signature materials containing Zo-Tech technology supported by HeiQ from Switzerland, and a collection of various types of scarfs, plain scarves and motifs printed using a digital print process .

Apart from that, there is also clothing for daily needs and festive events such as Eid al-Fitr, a streetwear product line specifically for men through Zoya Laki and a children's collection under the Zoya Kids brand.