How sustainable is my beauty regime? This is a big question that most consumers ask themselves when buying new products… more of us than ever are opting to make sensible decisions when filling up our makeup bags but defining sustainability isn’t simple. There are many different aspects to consider when sustainability comes into the equation. Cruelty free is a term that is banded about by many brands and one that we are probably most familiar with. Cruelty-free refers exclusively to products which have not been tested on animals. To be truly cruelty-free, a product must not contain any individual ingredients that have been tested on animals.
Whilst it may seem a simplistic innovation, brands are rediscovering and extending their breadth of products through the humble bar of soap. Switching your beauty products from liquids to solids reaps benefits – from reducing your consumption of packaging, to reducing your water consumption and carbon emissions as products are being transported.
Making Sustainable Choices
Lush is a pioneer in sustainability, first introducing soap in 1988, today this is sold in their ‘Naked’ stores without packaging, and they claim that this provides 60 – 80 washes and is their top-selling item. Through introducing soap bars, the brand promotes the fact that they are preventing shampoo bottles going to landfill. Loreal, Haeckels and SBTRCT are also launching solid shampoos and cleansing bars. Loreal has reported cutting down on water usage and reducing packaging and water transportation. Every Garnier product worldwide is officially certified by Cruelty Free International under the Leaping Bunny programme, making it one of the largest, global brands to do so. The brand has stated it’s working on reducing its environmental footprint – recent launches include shampoo bars and zero waste makeup pads.
Retailers have become more committed to reducing their carbon footprint, being particularly selective about the brands they launch. Credo Beauty in the US has banned single-use products and packaging and invested in solid products. The solid beauty products market increased 29% to $31 million from January to May 2021, equivalent to 1% of the total US skincare sales according to The NPD Group so this is still a relatively small number. Certain markets are more open to the concept, in Japan solid facial cleansers are Lush’s top five products, whilst in Germany consumers have adopted solid and naked products more readily than other European countries. If brands can overcome concerns regarding the hygiene levels of naked products and introduce a more luxurious experience, this may encourage more consumers to buy into solid and naked products.
Although many of us may not follow a strict vegan diet, the vegan beauty market is on the rise—projected to reach 20.8 billion dollars by 2025. This lifestyle trend is expanding rapidly across the beauty industry with many more of us choosing brands aligned with our personal values. Almost every brand like Hourglass, KVD Beauty and Rare Beauty and Bohoo offer vegan options at in today’s world. Whilst cruelty-free and vegan appear to be joined hand- in-hand these two terms mean different things. Cruelty-free refers to no animal testing whereas vegan refers to no animal by-products have been used in the brand’s ingredients. You can buy vegan products which are not cruelty-free and vice versa.
Plastic free beauty has also accelerated considerably over the past year, as the pandemic has ignited new levels of consciousness in all of us. The past 100 years has told beauty buyers that ‘premium’ is glossy, polished, and refined – which, often, is made from non-recyclable plastic or heavy, cosmetic glass.
Recycled plastics and papers are perceived as the go to solution but these also have their limitations, so the industry must take advantage of their higher price point and integral product and packaging experience to stress-test emerging materials and systems made from more sustainable resources.
Brands Adopting Sustainable Initiatives
Many brands are adopting environmentally friendly initiatives that are already helping consumers engage in more accountable purchasing and disposal decisions. TerraCycle, partners with companies such as Burt’s Bees, L’Occitane, and Living Proof to recycle beauty packaging that isn’t typically accepted curb side. Meanwhile, Loop offers a refill service for brands such as REN and Dermalogica, professionally cleaning the packaging before topping up your favourite products and delivering them back out to you.
With younger generations becoming more aware than ever before of the critical importance of sustainability, companies and governments need to act upon environmental issues. The Deloitte Global 2021 Millennial and Gen Z Survey findings tells us that social media has become the media outlet where they tend to speak up against these concerns, influencing worldwide awareness about a more viable future.
Need Help with your Beauty Brand?
If you are looking for support in developing a brand in the beauty industry or you have an existing brand and you are looking to reposition this, get in touch, we would love to hear from. As a beauty brand management company, we work with our clients to develop their brands from ‘concept to shelf’ through providing support from Strategy, to Branding, New Product Development and Sales and Distribution. We would love to hear from you. Get in Touch today.
‘Thrilled to be working with Bespoke Advantage. They have already done some great things for Hollywood Browzer Beauty in the very short time we’ve been working together. Looking forward to the future!’
‘Unless someone comes from a background in this industry, you wouldn’t know what is required. Not only do I have the support of an experienced team to help me to make things happen and to grow my brand, but I also have a great personal relationship with Janet and her team, working in this way means I have someone to turn to, to share the journey of running a business.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Bespoke Advantage helped us to bring our brand to life creatively and strategically. We have a clear strategy in place, with a distinctive brand message that enables us to articulate our brand to retailers and to journalists.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Janet is extremely professional, knowledgeable and thorough, an expert of her field. This shone through from our first conversation, which instinctively led me to want to work with Bespoke Advantage. As a new skincare brand the expertise of Bespoke Advantage has been invaluable.’
‘Janet, absolutely fantastic to meet you today. Thoroughly enjoyed The Beauty Workshop. You definitely excel in your area and beyond.’
‘Many thanks again for all the help, support and words of encouragement, as I said before, best and most sensible thing I’ve done in developing my beauty ideas is to engage with you!’
‘It’s been inspirational working with Janet. We are in the process of launching a skincare brand however have received conflicting opinions from so many people we were really confused. I am so impressed by Janet’s knowledge and experience in product development, marketing and retail and the way she explains everything so clearly. She is very motivating and positive, and so much fun to work with. I have much more clarity and confidence in how to move things forward.’