In the ethical beauty boom

The good news is that sustainable and ethical beauty – the beauty that makes the world a better place – is ready to surgefrom $34.5 billion in 2018 to $54.5 billion in 2027. Alongside established names such as Weleda and Lush, a significant number of emerging dynamic brands are accelerating new futures in beauty with innovations in local ingredients, waterless formulas; even aiming for carbon neutrality. What makes these brands so relevant to our times is their holistic approach to beauty issues and their understanding that seemingly separate issues such as product formulation, social justice and environmental protection are fundamentally linked and connected.

Danish makeup brand Kjaer Weis is certified organic, works closely with its suppliers, while packaging its products in sleek, refillable metal cases. BYBI invites customers to return their skin booster bottles for sterilization and reuse. Wellness brand Haeckels, founded by beachkeeper Dom Bridges, harvests antibacterial seaweed from the UK’s Margate beaches for its handmade skincare; its bottles are made from biodegradable algae; its outer wrapper is made from mushrooms. Brands like Pachamamai, Ethics and Lush use condensed formulations to make solid bars, amplifying the products’ effectiveness while reducing the need for unnecessary water in mixes (and the need for plastic bottles to hold these formulations).

“These purpose-driven beauty companies weave sustainability into their entire business, from sourcing and formulation to independently certifying products and paying employees a fair, real and living wage,” says Sterland. For Lush, the potential of beauty to change the world is part of the brand’s DNA. “We see ourselves as activists,” said spokesman Jonnie Hatfield. “It’s not enough to be against something anymore. You really have to make a difference.”

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