According to a recent study, nearly 59 percent of people have consciously decided to use green makeup products. Why? Customers today are better known than ever before. They have opted to be cautious about what they choose to put inside their bodies and faces, especially after the pandemic. As a result, we’re moving towards a new normal.
According to Socrates, “The secret of change is to focus all your energy not on fighting the old but on building the new.”
Sustainability is a force in the beauty industry, with its environmental and social dimensions. Today, 76 percent of consumers intend to purchase sustainable cosmetics, with Millennials (80 percent) and Gen-Z shoppers (86 percent) being the most likely to do so. 64 percent of global citizens are willing to pay more for sustainable products. Products marketed with sustainable claims grew 7.1 times faster than those without such claims. The pandemic has pushed sustainability to the forefront and is now a top priority for many cosmetic companies.
How to Make Sure You Are Buying an Environment-Friendly Product?
Since a lot of focus is being laid on environment-friendly products, let us first understand how we can tell if a beauty company is clean and environment-friendly? Please continue reading to learn how brands have made it a priority and how customers are flocking to buy it.
Read Your Labels - It can be tough to determine whether the makeup you purchase is organic. While some companies claim to sell organic products, they may contain animal-derived substances. So, what exactly do phrases like organic, vegan, and cruelty-free mean on makeup labels?
There are a plethora of brands in the market that claim to be organic and cruelty-free. However, before taking satisfaction in wearing conscious cosmetics, it’s essential to understand whether it’s genuinely natural and what their labels indicate.
The cruelty-free makeup label indicates that none of the substances used in the product has been tested on animals. This label refers to the process of evaluating products rather than the ingredients.
Saving the Ocean - Customers seeking clean beauty products also know the importance of purchasing products that focus on waste reduction. When a brand uses reusable packaging in the long run, it helps ensure it does not clog landfills or pollute the oceans.
Brands that believe in delivering plastic-free and zero-waste solutions have experienced increased demand. The number of internet searches for plastic-free products has increased 87 percent in the last year. Customers are also gravitating toward such businesses as a result of their own conscious decision.
Sans Parabens - Butylparaben, methylparaben, ethylparaben, and propylparaben are chemical preservatives labelled at the back of the product. Parabens are known to imitate the hormone estrogen and to penetrate deeply into the skin’s matrix, where they can accumulate over time. As a result, there has been a significant shift in the number of brands that curate paraben-free products.
Consumers are increasingly demanding cleaner products. They are campaigning to eliminate chemicals from makeup products and lending support to environmentally responsible businesses. In addition, the pure beauty market is expected to reach $22 billion by 2024. Hence, even the brands that are not labeled clean have an essential decision to make to remain significant.
Where there is a demand, there is a supply. Many homegrown brands now understand the importance of venturing into sustainable business trends. That is how we can see different industries shifting towards cleaner products and services for the consumers’ needs.