Let’s start with some knowledge check:

• Do you know the difference between biodegradable plastic and recycled plastic?
• Can you distinguish between natural, naturally derived, natural-identical, and organic products?
• Do you ever wonder how the brand you buy from sources its raw materials?
• Do you always read the detailed labels before purchasing your chosen product?
• Have you ever heard about the controversial concept of ‘greenwashing’?
• How do you verify whether a product is genuinely organic?
• Can you effortlessly differentiate between natural products and organic ones?
• What do claims such as ‘environmentally friendly’ indeed mean to you?

If any of the questions are challenging, this article will help you make more mindful decisions when adopting products, especially in the beauty sector. The global market for sustainable products is growing, driven by consumer awareness. Clean and sustainable beauty products are toxin-free, environmentally friendly, and ethically sourced. Some organisations have defined harmful ingredients and practices in this regard.

Now, clean beauty is not a new concept, at least in the West, but in the Asian market, awareness and adoption are picking up, albeit slowly. APAC might not be the leader in health and wellness, but its global market share has skyrocketed.

In 2007, it accounted for 19 per cent, and in 2023, it was 30 per cent – this is an exciting trajectory for natural and clean beauty brands wanting to come into Asia or for newer brands to build a niche segment.

Let’s look at some stats: 

• The beauty market in APAC stands at US$2B, and clean beauty accounts for seven per cent of this entire segment.
• The CAGR for clean beauty is 40 per cent YoY compared to the overall beauty segment, which is six per cent.
• A study of 23,000 beauty shoppers found that almost half (48 per cent) want more information and clarity about brands’ values and environmental commitments.
• Nearly three-quarters (73 per cent) of consumers surveyed in Europe, the Middle East, and Asia say they want to adopt a more sustainable lifestyle. In emerging Asian markets, this proportion rises to 87 per cent.
• People in emerging Asian markets, such as the Philippines, Thailand, and Malaysia, are 87 per cent more willing to engage in sustainable consumption than people in any other countries surveyed. 

Reducing cosmetic carbon footprint

We can significantly reduce our carbon footprint in the cosmetic sector by carefully choosing our everyday products. There is a difference between clean and organic/natural/green beauty. While organic, natural, and green describe the origin and agricultural practices used to source product ingredients, they don’t always imply sustainability. Green cosmetics primarily feature natural, naturally derived, and organic ingredients while avoiding synthetic substances.

In contrast, sustainable ingredients address all dimensions of sustainability — environmental, ethical, social, and economic — at every stage of the product’s life cycle. Clean beauty, as a subset of sustainability, focuses on using safe products for both the body and the environment.

The widespread practice of greenwashing has deceived people into thinking that they are using products that are organic, natural, or sustainable, leading to more harm than good for the environment. Greater transparency and accountability in the industry are needed, as many claims are vague, misleading, or unfounded. Many of us need help to tell if hair and skin care products are ethical from the packaging.

The environmental toll of commercial beauty products

The environmental impact of cosmetic ingredients extends from sourcing and production to disposal. Conventional products often contain harmful ingredients and contribute to environmental pollution. Examples include harmful chemicals in sunscreens harming marine life, palm oil production causing habitat destruction, and bee-derived ingredients impacting pollination cycles.

Also Read: How Retykle is weaving sustainability into the fabric of children’s fashion

Manufacturing waste and microplastics are also significant concerns. Additionally, animal testing and the presence of toxins in personal care products further contribute to environmental issues. With no standard regulation governing cosmetics, it can be challenging for consumers to distinguish genuine claims from greenwashing tactics employed by brands.

Navigating to a greener alternative

The current scenario encourages building cleaner and healthier habits for embracing sustainability. Consumers are more knowledgeable and scrutinise brands’ marketing claims. The Clean Beauty Movement supports brands using eco-friendly products with minimal environmental impact and ethically sourced ingredients. Industry regulatory bodies and the European Union Directive aim to improve product labelling standards and to ban commercial malpractices. Plant-based, vegan products are gaining acceptance due to their gentle yet effective properties.

Reducing your carbon footprint with clean beauty

Besides skin benefits, clean beauty products have a smaller environmental footprint due to sustainable sourcing and manufacturing processes. Sustainable sourcing encompasses more than just clean ingredients and eco-friendly packaging; it involves the entire supply chain in making the world a fairer and more ethical.

According to Vaayu.tech website, the vast majority of the beauty sector’s greenhouse gas emissions come from three activities:

• Sourcing raw materials to make products and packaging: Deforestation can lead to peatland degradation, contributing to more than 10 per cent of global annual CO₂ emissions.
• Consumer use of products —  70 per cent of carbon emissions attributable to the industry could be eliminated if people simply used refillable containers.
• Packaging — Beauty accounts for a staggering 120 billion packaging units annually, with approximately one-third of landfill waste attributable to the industry. Only 14 per cent of packaging makes it to a recycling plant, nine per cent is recycled, and the rest is headed directly to landfills.

Brands’ social responsibility and ethical codes of conduct demonstrate their commitment to society and the environment. For instance, regenerative farming practices, such as biodynamic farming, aim to enhance soil fertility, water quality, and biodiversity, thereby reducing the carbon footprint of agricultural activities.

Also Read: Can a small business owner be sustainable in a sustainable manner?

We require fertile and healthy land to cultivate many of the ingredients used in our beloved beauty products. As conscious consumers, we can make informed choices to minimise product waste and support companies that have made genuine moves toward ethical production. Certifications like COSMOS, Leaping Bunny, NATRUE, and FairTrade provide credibility to brands’ claims and reassure consumers that the brand they buy from has authentic claims.

Other certifications, such as B Corp, UEBT, and Cradle to Cradle, promote the highest social and environmental responsibility through scoring systems. Proper government mandates and regulations also ensure that the entire supply chain of beauty products impacts local communities’ lives and economic opportunities.

Natural, organic product production and partnerships between local producers and brands are widespread, providing an economic advantage over artificially produced synthetic ingredients in the lab.

Conscious consumerism and sustainable lifestyle

Packaging heavily impacts the beauty industry’s sustainability. Research by Olay shows that 80 per cent of purchased beauty products are not actively used, leading to a significant waste issue. The industry produces 120 billion units of packaging yearly, with only 14 per cent making it to recycling plants and nine per cent being recycled. Utilising recyclable and refillable packaging and promoting minimalistic design can help reduce this environmental impact.

Conclusion

Rethink your business models and whole ecosystems, embrace circular thinking, and take responsibility for the entire lifecycle of your products. Educating consumers about the significance of sustainable cosmetics packaging empowers them to make informed choices. Transparent communication about your cosmetic packaging choices, eco-friendly certifications, and recycling instructions enables consumers to actively participate in reducing their environmental footprint. 

As end consumers, we play an equal role in minimising our carbon footprint through our conscientious daily choices. Sustainability is a lifestyle choice; we can make a difference by switching to cleaner options in our daily product use. Simply getting ourselves a little more educated about the products we consume and evaluating the brand’s sustainable efforts by looking holistically at the entire product lifestyle will be the first step towards a sustainable lifestyle. 

Join the clean beauty movement for a healthier body and healthier planet. 

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Image credit: Canva Pro

This article was first published on July 31, 2024

The post Embracing clean beauty: A path to conscious consumerism and sustainability appeared first on e27.