Skin Care

How Can a Beauty Brand Become More Sustainable?

Sustainability is an area of ​​concern for beauty brands today more than ever. Have you ever checked the ingredients of a shampoo you use to see if it contains SLS? If you have no idea what that might be, keep reading!

Following the success of many small, emerging companies that follow eco-friendly practices, several big brands in the beauty space are also trying to make this shift towards a more sustainable approach. The brands that manufacture their products using eco friendly ingredients but also paying attention to the choice of recyclable or reusable (zero waste) packaging, have attracted the attention of consumers, as we saw in a previous article.

So the fact is that the interest of small as well as larger companies towards the adoption of sustainable practices is increasing. But what are the steps a brand can take to become more sustainable?

Before giving the tips for more sustainable and ethical brands, let’s consider a reasonable question that arises, especially to those who hear very often lately about the efforts of brands to become more sustainable.

Is sustainability a “trend”?

The move towards a more sustainable approach, by many brands that until recently did not pay much attention to the adoption of sustainable practices, has created the impression for many that sustainability is now a “trend”. In other words, unlike companies that base their existence on trying to offer environmentally friendly products in order to offer an ethical & eco friendly alternative to the public, heritage brands seem to follow this tactic as they have noticed that it resonates with the public and that they are disadvantaged relative to the competition. In any case, whether the decision of many big beauty brands to adopt sustainable practices in the production and distribution of their products is an attempt to make up lost ground against newly formed competition, or is motivated by ethical motives, the result for the environment and consumers remains the same. The footprint of these brands on the environment is reduced, while consumers have more choices of sustainable, eco friendly products, which also reduces the cost of these products, making them accessible to a larger part of the public.

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How Can a Beauty Brand Become More Sustainable 1

Small steps towards a significant change – Sustainability tips

Brands looking to become more sustainable should first explore what their audience would want. As there are several ways and actions towards a more sustainable brand, such as creating products that are non-toxic, vegan, palm oil free, it is important that brands ask consumers what movements they expect to see, what are their expectations from products and their production process, regarding the shift towards sustainability. Adopting sustainable practices is an innovative process that requires new materials, different product design processes, and ultimately new end products, products that beyond their utility, are part of a greater purpose, an effort to minimize our ecological footprint. But every big change starts with small steps. And what could they be?

How Can a Beauty Brand Become More Sustainable

  • Regarding the packing of the products, even though it is important that the packaging materials are recyclable, however, a large part of consumers do not go into the process of finally recycling either the wrapping or the container itself that contains the product. For this reason, brands are asked to go a step further, to use packaging made from biodegradable materials, or to provide containers that can be reused. Such a move has also been made by Hermès Beauty, which released a lipstick in refillable packaging, meaning that it can be used after the product has run out to be renewed with additional product, without the need to buy a new lipstick. It is also recommended to limit the packaging in which the product is when the consumer buys it, the outer wrapping as well as the various instruction packages, to the absolutely useful and necessary.
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How Can a Beauty Brand Become More Sustainable

  • They are also important components used to create the products. Products must be vegan, cruelty free and contain no harmful ingredients. It is best to avoid ingredients such as essential oils, chemical sunscreens, silicones, perfumes and dyes, as well as SLS (Sodium lauryl sulfate, sodium laurosulfate) which is a synthetic derivative of petroleum. Regarding SLS, it is worth mentioning that its production process produces significant pollution as carcinogenic substances and other particles are released into the atmosphere, while it is particularly toxic to fish and marine life.

How Can a Beauty Brand Become More Sustainable

  • Any change a beauty brand decides to make regarding its approach to sustainable product creation is very important. to properly communicate these changes to the consumer public. It is a fact that the public has now lost its trust in many big brands and claims that any declaration about trying to produce more “sustainable and ethical” products is a communication technique for the purpose of increasing profit.

So the brand needs to communicate clearly with the public and mention the specific changes it has adopted in a more sustainable direction. In their communication campaigns, beauty brands are asked to state exactly which steps they have started to follow, which harmful ingredients they have decided to remove from the products they produce. In general, they are asked to talk to consumers with specific data that proves that they have actually taken actions that contribute to reducing their ecological footprint. In this way beauty brands can win back consumers, giving them the promise of products that have the same quality, but at the same time are environmentally friendly. Then, of course, what remains is to keep this promise.

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