Conscious Beauty Consumerism
Making you and the planet look great
Introduction
When the idea of this blog first started materialising, one of the very first things I wanted to address was the plethora of terms being used around us everyday in the beauty industry and the overall shift towards new, green and clean beauty standards. What does it mean to be sustainable? What does it mean to be organic? Why opt for such alternatives?
Let’s refer to the overall umbrella encompassing organic, natural, non-toxic, vegan, cruelty-free beauty as conscious beauty.
The change
When it comes to cosmetics, a lot has changed. Not just beauty standards but the products! One movement in the industry that has been turning the wheels, slowly, has been the fight to ban animal testing. Check this article on animal testing and why the future is hopeful, here.
Another shift, that’s related to the campaign against animal testing, is towards more natural, clean and green beauty, with conscious capitalism gaining more and more momentum. Sustainability is moving from ‘nice to have’ to a ‘necessity’. With climate change an ongoing emergency, our choices are radically shifting towards purpose driven brands, that share a sense of responsibility towards the planet. 2019 was the year the world woke up to climate change, with Greta Thunberg leading the way. The realisations in 2019 have paved the way for us to make positive choices.
Some industry insights
- The global natural cosmetics market size was estimated at USD 34.12 billion in 2018 and is projected to register a CAGR (compound annual growth rate) of 5.01% from 2019 to 2025.
- Global Web Index asked 2,324 internet users based in UK and USA, why they buy eco-friendly products, and 80% did so because they care about the environment
- Sales of natural and organic cosmetics grew by 9% in 2019 in Germany.
- Sweden’s market for natural, organic skin and beauty products grew by 13.9% in 2019 and is on course to double its current share (4–5%) of the total cosmetics market by 2025.
- The growth of certified organic and natural products has risen a significant 23% over 2019 in UK.
It’s not just the above mentioned countries but a rising global trend.
The issue
This change is being realised because of our increasing awareness of choosing less chemicals and more natural ingredients for our skin, and also because of our concern towards the environment.
Our Skin
To ensure our best skin, it’s not only important to nourish from the inside, i.e., eating well; it’s important to be conscious of what we’re putting on the outside. Consumers are scared of chemicals and as they are increasingly becoming mindful of what they’re buying and putting on their skin, we can see the increase in the number of small businesses catering to natural, vegan, cruelty-free and organic skin care; consumers are not so much interested in the product but more in the process and what’s in it.
You’d think it’s super easy to make clean products but nope, it’s very surprising to see the number of mainstream beauty products that comprise of chemicals and toxic ingredients.
Needless to say that beauty is 100% subjective- what works for one, may/may not work for someone else. There is also no concrete answer (yet) to whether choosing natural and green products for one’s skin is better. But that’s not the (only) reason why such a shift started resonating so much with the people. Our environment.
When I say conscious beauty, it’s not only mindful of using certain ingredients but also much aware of the way those ingredients were sourced and the overall impact of the product, from origin to manufacturing to distributing.
Our Environment
The processes and methods by which most conventional products reach store shelves affect local communities, farmers and the ecosystem; each product leaving its own carbon footprint. Large corporations especially, care only about profits, and so their manufacturing processes leave a huge negative dent on the environment.
From sourcing, traceability of ingredients, biodiversity protection, water conservation and reduction of waste to landfill, beauty brands now must prove reasons for their existence; they must go beyond zero impact, to having a positive impact on the environment, society, and the individual — and in beauty, this is the new gold standard. And we all have a role to play.
Here’s a quick glossary of some widely used terms.
Organic**
Anything organically grown means that it’s grown without pesticides. These ingredients are grown without the use of Genetically Modified Organisms (GM), herbicides, synthetic fertilisers and more. Note that any brand can claim to be organic and may contain just 1% of organic ingredients.
Natural**
Ingredients sourced directly from nature are deemed natural, i.e., nothing is made in the lab. Note that a product can be described as natural even if it has just 1% naturally-sourced, plant-based or mineral ingredients.
Vegan*
Products that do not contain any animal extracts or animal by-products in the ingredients or the manufacturing process.
Cruelty-free*
Some companies claim ‘not tested on animals’ only on their finished cosmetic product, and may contact laboratories to carry out tests on animals for ingredients. Other companies rely solely on other alternatives, namely, a combination of scientific literature, non-animal testing, raw material safety testing, or controlled human-use testing to substantiate their product safety.
Green Beauty
Sustainable and environmental responsibility towards the planet
Clean Beauty
Products containing non-toxic ingredients both natural and/or synthetic, usually free of parabens, phthalates, sulfates, and more.
Fair trade
Fair trade ensures ingredients are bought at a fair price. This includes shea butter, coconut, argan, cocoa. As a result, the farmers growing these crops are given proper wages and not exploited.
*Cruelty-free and 100% vegan claims are becoming increasingly common within the industry — and even an expected standard for consumers.
**There is no legal definition of “organic” or qualification for “natural” in labelling, as applies in the food industry.
Certifications
Certifications are the gold standard. Whether it’s looking for cruelty-free, vegan, natural or organic products, the way to be 100% sure is by looking for certifications.
- The Leaping Bunny logo is synonymous with cruelty-free which is internationally recognised
- In the UK, Soil Association certification covers everything you want to feel good about the product. They certify organic and natural products/ingredients. The symbol stands for a big no to animal testing, GM, parabens and phthalates, synthetic colours, dyes or fragrances and a whopping yes to higher levels of antioxidants (up to 60%), sustainably sourced organic ingredients, transparent manufacturing processes, biodegradable ingredients, minimal packaging with maximum recycled content, protecting wildlife and biodiversity. Here’s a list of organic skincare brands certified with the logo.
- In the US, there is the US Department of Agriculture Organic certification. There are four levels of certification; 100% Organic, Organic (at least 95% organically produced ingredients), Made With Organic Ingredients (at least 70% organic ingredients but is not permitted to display the seal), Less than 70% Organic Ingredients (not permitted to use the term “organic” anywhere on the packaging).
- The Vegan Society logo represents the international standard for authentic vegan products.
- The FAIRTRADE mark is recognised around the world and indicates if ingredients are sourced fairly
Conclusion
- The conscious beauty industry is growing at a very fast rate
- Ethicality and sustainability are driving consumer choices (bravo!)
- Consumers are scared of chemicals
- ‘Natural’, ‘organic’, ‘clean’ and ‘green’ products aren’t regulated legally. Certification bodies are stepping up to clear the mist. Look for logos!
The way forward
Now the argument is that how can we as consumers consciously choose the best product possible, when there’s so much to think about — is it cruelty-free, is it vegan, it is ethically and sustainably sourced, are all the ingredients natural, is the packaging eco-friendly, and so on.
The way forward is to choose your first battle. For me it was switching all sorts of beauty products to cruelty-free. That was my first step — choosing ethically. Now that I’m well ahead of the first course of action, I’ve begin to expand my sustainability reach. By including as much sustainably sourced ingredients as possible, buying from small-scale businesses, buying from companies taking steps for a net zero carbon footprint etc.
Read up on brand websites to know what certain terms mean to them. If in doubt, stick to brands you can trust. A number of beauty bloggers have spent a ton of time and effort to curate lists of ethical and sustainable brands. A few brands at the top of my head: Lush, The Body Shop, Neal’s Yard Remedies.
Once you start, you’ll notice that the companies that choose cruelty-free are the same ones that are also sourcing ingredients ethically and sustainably, comprise of eco-friendly packaging, taking steps to reduce their carbon footprint and so on. And then you’ll realise that it isn’t that complicated at all.
