For most beauty brands, sustainability is now one of the most sought-after options. In order to create a positive impact on the environment and ourselves, we must start being conscious and take steps towards eco-friendly packaging and ingredients. As bigger brands are now launching their own go-green beauty products, the movement has gained much more momentum.
According to Statista, in 2019, around 64% of women opted for organic ingredients in their beauty products, while 60% wanted sustainable products. 52% of women chose vegan ingredients in their cosmetics.
If you would also like to know how to develop a sustainable business in the beauty industry, here are some tips for you.
When it comes to a booming business, you have to constantly make new ideas pop out of your head. The process of innovating has to be constant, especially if your business is going to be a sustainable one. For example, L’Oréal has its own incubated eco brand named Seed Phytonutrients.
This brand collaborates with farmers who farm independently and manufactures natural products on a mass scale. The packaging of their product bottles is also eco-friendly, which has been made possible by partnering with another brand named Ecologic. As for plastic recycling, L’Oréal’s partnership with Carbios takes care of that.
So you see, in almost every sphere, L’Oréalmakes sure to include sustainability and innovation as much as possible. L’Oréal’s tech incubator boasts of sustainability to launch as many products as possible through the latest technology.
In terms of packaging, the mantra “less is more” should be followed as much as possible. Since most consumers don’t really recycle wastes even though they can be easily recycled, it’s up to the companies to ensure that little waste is generated. The packaging must be minimal and biodegradable.
For example, if you want to buy bullet lipstick, one part of the lipstick will be wrapped up in a hard plastic tube. This tube will be further packed in fancy paper packaging where the brand name, ingredients, and other details will be given. Now all this is considered simply wasteful.
So brands like Hermes have launched their own refillable lipstick which saves a lot on the packaging.
3. Safe ingredients
Almost every other beauty brand you see will have the phrase “vegan” or “cruelty-free”, or both labelled on their products. Shiseido, for example, makes beauty products without using the following six harmful chemicals: essential oils, certain types of alcohols, silicones, chemical sunscreen, fragrance, and SLS.
This has garnered a huge fan-following among consumers who want to buy products that are both vegan and cruelty-free. The elimination of harmful chemicals also increases customers’ faith in the brand as it promotes transparency.
4. Communication with customers
Sourcing green-friendly ingredients are one thing, but you’ll have to market it to customers in a different way. Using appropriate labels like “green” or “clean” may be one thing but many regulations don’t really allow that, since the terms can be confusing.
If you, however, still use certain non-eco-friendly chemicals in your products, it’s best to mention them for the customers to see. Huge beauty companies like Johnson&Johnson, Axe, and Unilever are now doing it for ensuring better transparency.
If you are switching to sustainable ingredients, make sure you tell your customers what you are planning to do and why. Effective communication will increase your customer base and develop your business immensely.
Some of the ingredients you can refrain from using are BHA, coal tar dyes, aluminium, and DBP. Instead, try to use substances like natural oils, agricultural plants, and special types of bacteria.
Over to you…
Taking a step towards sustainable beauty is a much-needed action that most beauty brands need to do now. The world around us is deteriorating at a very fast pace and it is up to us to take care of it properly.
While sustainable beauty may take a bit of time to kick off initially or cost quite a fortune, the positive impact it has on the environment is incomparable. So for your own beauty business, try to switch over to eco-friendly ways of manufacturing and delivering your products as soon as possible.