Sustainability first !
Let’s explore the sustainable sides of clean beauty over the entire life cycle!
Before this rendez-vous, our partner, Wow a trend and prospective agency based in Paris and Tokyo, gives an overview of the different aspect of the sustainable development in this beauty segments in terms of packaging, sourcing, economy of naturals resources…
The Global Clean beauty market in terms of revenue was estimated to be USD 5439.6 Million in 2020 and is expected to reach USD 11558.5 Million in 2027, Growing at a CAGR of 12.07% from 2020 to 2027, according to Brandessence Market Research And Consulting. If consumers are more cautious of what they apply on their skin and are more actively self-educated for checking labels for ingredients, they also are very sensitive to how products are made and their impact on the environment. Indeed clean beauty is all about products that are made with the safest possible ingredients while having the lowest possible environmental impacts that the market can offer today.
Sustainability in packaging can take many forms. It sometimes means rethinking the way products are made, which materials are being used and how they deteriorate with time. The goal is to create a product that will disappear as quickly and cleanly as possible or on the contrary that will last a longer time to limit further consumption of the same product. Brands offer various options in that area. You can, for instance, find bulk retail stores where consumers bring their own jars and fill them with liquid soap or shampoo – French clean beauty brand Cozie even invented its own, branded bulk cosmetic dispenser. Other solutions can be fully recyclable or refillable packaging such as, for instance, Kjaer Weiss refillable lipsticks or Tata Harper refill pods.
Waterless beauty is another growing segment in the clean beauty industry. Several brands have launched whole ranges of products replacing water with oils or offering dry option where you add water when needed. It is a way to save a precious resource but also to create products where ingredients are not diluted in water, so more potent. Dew Mighty offer a serum in bar form that is completely plastic-free, zero waste and vegan. London based brand, Guy Morgan, developed a trio of face masks that come in powder form – designed to be manually mixed and applied topically.
Sustainability also starts at the source, when selecting suppliers. It can be done by choosing local partners and ingredients or by having a screening chart to check that outsourcing remains ethical. That is what Evolve Beauty, a brand of hand-crafted products made in Hertfordshire, England, does. Sustainable sourcing also happens when giving back to a community. Sana Jardin, a fragrance brand advocating for social change, is built on the principle that commerce can be used as a vehicle for change and the economic empowerment of low income women.
Sustainability is a must for any clean beauty brand and, if it can take many forms, its main value would be transparency. That is, in the end, what consumers are the most sensitive to nowadays.
WeOutWow is a trend and prospective agency based in Paris and Tokyo. We specialize in helping your brand reach its full potential and give you insights and strategies to find new ideas in products, design, retail and digital.
For that, we create inspiration booster books each season and we also offer online prospective presentations, bespoke books and personalized consulting services. Get in touch with us at firstname.lastname@example.org