The 20 finalists, who were all required to wear headscarves, put on a glittering show for the final of Muslimah World, strolling up and down a catwalk in elaborately embroidered dresses and stilettos.
But the contestants from six countries were covered from head to foot, and as well as beauty they were judged on how well they recited Koranic verses and their views on Islam in the modern world.
After a show in front of an audience of mainly religious scholars and devout Muslims, a panel of judges picked Obabiyi Aishah Ajibola from Nigeria as the winner.
She said it was "thanks to almighty Allah" that she had won the contest. She received 25 million rupiah (USD 2,200) and trips to Mecca and India as prizes.
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Ajibola told AFP before the final that the event "was not really about competition".
"We're just trying to show the world that Islam is beautiful," she said.
Organisers said the pageant challenged the idea of beauty put forward by the British-run Miss World pageant, and also showed that opposition to the event could be expressed non-violently.
"This year we deliberately held our event just before the Miss World final to show that there are alternative role models for Muslim women," she told AFP.
"But it's about more than Miss World. Muslim women are increasingly working in the entertainment industry in a sexually explicit way, and they become role models, which is a concern.