Due to the rise of environmental issues and stricter global standards on corporate social responsibility, sustainability has become a benchmark that many, if not all, companies must achieve. The $532-billion-dollar beauty industry is not spared from this requirement.
The Internet and social media have also shortened the gap between the brand and the end-consumer, making the former more susceptible to scrutiny and expectations. With this, sustainable beauty became an industry standard.
Gone are the days when beauty-related market demands were merely a niche to fill; for now, it has become a status quo.
Every company has a social responsibility to follow – whether within the community or the environment. More consumers are interested in the creation process of a product rather than the product itself.
The public wants to know how a particular foundation was tested, where it was sourced, and who was involved in the production. They also expect a transparent and honest list of the product’s ingredients and an environmentally-friendly packaging. Because of the scrutiny placed on the industry, “green cosmetics” became a household term in the market and a tag that many brands aim to possess.
While it may seem that achieving sustainability only affects the end-consumer with the benefits that organic and green products have on the skin and overall wellness, sustainability is also a positive thing for a brand because of the reputation it creates for the company.
When a specific brand has created a reputation for being socially and environmentally responsible, they quickly gain customer loyalty and enter a niche in the beauty industry that many of the more prominent players have not passed.
When one purchases cosmetics or skincare products that are environment-friendly, gentleness on the skin is what the consumers expect. The subtly harmful chemicals being replaced by natures best is a good perk of green products. Furthermore, the consumer can rest assured that the purchase was made with mother nature in mind.
Below are a few examples of the best sustainable practices consumers expect cosmetic companies to follow:
While it can be difficult for a brand to achieve all of these practices, many continue to strive to accomplish at least three standards on the list. For a beauty product to be fully sustainable, its end-to-end process, from the sourcing of ingredients to the manufacturing, packaging, and selling, must leave little to no negative impact on the environment and society.
Many companies have been created with sustainability in mind, while others decided to turn green along the way. Nowadays, it is an easy task to do some research on sustainable beauty products because the description is in the product details.
It is incredible to realize just how powerful consumer demand has on market trends. The beauty industry is popular for being not so eco-friendly. A simple example would be on the excessive amount of plastic on the packaging of a one-time use product.
However, the more consumers became aware of sustainability and the growing need for it, high expectations have been placed on the beauty business. Thankfully, the players in the market are taking heed and making the necessary adjustments.