You may be familiar with seeing the words “all-natural” or “organic” at the grocery store, but what about the beauty aisles? Sustainability is a growing trend in the beauty industry. Consumers are recognizing that their choices directly impact the environment. Because of this, beauty brands are shifting their priorities to be more eco-friendly. Here are three sustainable practices in the beauty industry worth celebrating.
1. Natural and Organic Ingredients
When you turn over a bottle of face wash or a bath soak and read its ingredients, what do you see? There are likely a few chemical components in there to help with the product’s shelf-life. But more and more, you’re likely to also find a few ingredients found in your pantry or at least options you recognize (and can pronounce). Beauty companies today are experimenting with natural and organic ingredients, ranging from almond oil and coconut oil to botanical extracts and essential oils.
While natural-based beauty brands have existed for ages, they were often only found in “hippie” organic markets or stores such as Whole Foods. They definitely weren’t as mainstream. Now, even higher-end brands are making it their mission to think sustainably. Luxury skincare brand Tata Harper prides itself on using high-performing raw ingredients from across the globe. Makeup brand Ilia uses only natural and USDA-certified organic ingredients in its cosmetics; everything from eye primer to skin tint is made with eco-friendly ingredients.
If you own a beauty brand, it may be worth tipping your toe into this natural world. As consumers are more aware of what they are putting on their face and body, they’ll be looking at the ingredients. But don’t think that you need to be an expert in green living. There are plenty of resources and experts available to help lead the way.
For instance, creating private label products with nature-derived ingredients can simplify the process. By teaming up with a beauty product supplier, you can mix and match various eco-friendly ingredients to find your perfect formulation. These suppliers are experts in the field and often have experience in what will work before testing even begins. Choose a supplier based on the type of product you’re looking to create. Do your research and ask about the eco-friendly brands they’ve worked with in the past. This can help narrow down your search and ensure your supplier aligns with your sustainability goals.
2. Eco-Friendly Packaging
Aesthetics play a big role in purchase decisions. Consumers today are seeking brands that match their tastes. Gen Z is forging the path for maximalism, a trend built on the “more is more principle” often depicted with loud colors and bold packaging. Millennials, on the other hand, are focused on minimalism, with quiet earth tones and simple designs. Depending on who your target audience is, you’ll want to align your packaging to match your demographic.
Regardless of your style, eco-friendly beauty packaging is a movement that you’ll want to get behind. This type of packaging is created to have a smaller overall footprint on the environment. This may mean using recycled or biodegradable paper for your product box. Or, perhaps you reduce the amount of paper by removing the tissue paper from your box entirely.
Another option is to offer refillable or reusable packaging. Skincare brand Salt & Stone offers a refill for their body cleanser — a pouch that can replenish their glass bottle twice. Even mainstream, drugstore brands are hopping on this trend. Dove, for example, introduced a reusable stainless steel case for its deodorant. Bath and Body Works has soap refills. This type of packaging is great for the planet and can boost customer retention; customers who opt for your refillable product are making a long-term choice in their beauty routine.
3. Green-Conscious Brand Segmentation
While going to the beauty counter to peruse was once the norm, today more and more consumers are purchasing their cosmetics online. In 2023, 900 million people purchased some type of beauty product online. This is a blessing and a curse to beauty brands. While they may have access to a much broader consumer pool than they would from a retail store, marketing can be tricky. This is especially the case for smaller, green-conscious brands that are fighting for shelf space and brand awareness amongst dominant competitors.
One way that brands have overcome this is through distinctions on retail sites. Sephora has a filter for “vegan,” “cruelty-free,” “fragrance-free,” and more eco-friendly claims. Their “Clean at Sephora” initiative is a transparent way to help consumers make sustainable purchases. Other retailers have taken sustainability a step further. Credo only carries brands that match their safe, and clean ingredient standards. Many of these brands are on the higher end, but it shows that there is demand for green-conscious beauty brands.
The Environmental Working Group (EWG) has also selected beauty brands that match their “Skin Deep” scoring system. This system is a way to tell consumers if a product contains harmful ingredients to the planet. Selected brands have the EWG seal on them, meaning they stand out on retail sites as credible, green-living brands.
Conclusion
There are thousands of beauty brands competing for the same consumers. The key to standing out today may be leaning into a sustainable mindset. Making informed choices around product formulation, packaging, and distribution helps businesses stand out for the right reasons. While there is more work to be done, beauty brands are making strides in terms of sustainability efforts.