Beauty industry’s ‘green’ aspirations amount to a disorganized effort with disappointing results, worth $500 billion.
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According to a recent study by Simon Kucher, 60% of consumers around the world consider sustainability an important factor when making a purchase, and 35% are willing to pay more for sustainable products or services. This shift in consumer preferences has prompted many beauty brands to set environmental goals, such as moving away from single-use and virgin plastics, providing recyclable and reusable packaging, and offering transparency regarding product ingredients.
However, the beauty industry still faces challenges in making their sustainability efforts transparent and credible. Customers often struggle to understand the sustainability credentials of products due to inconsistent clean-up efforts and the absence of collective goal-setting, global strategy, and standardized regulations. Many brands use marketing language like “clean beauty” without providing substantiated claims. The British Beauty Council emphasizes the need for better marketing and certification information to help customers make informed choices.
Transparency is the key to addressing these challenges. By providing clear and accurate information about product ingredients, brands can build trust and credibility with consumers. Although the beauty industry lacks an international standard for sharing product ingredient information, brands can take the lead by setting their own rules and goals for sustainability.
In addition to ingredient transparency, packaging is a significant sustainability challenge in the beauty industry. The use of plastic packaging is a major contributor to waste and pollution. Beauty brands have started phasing out harmful plastics and adopting post-consumer recycled (PCR) plastic. However, the limited supply and growing demand for PCR plastic present challenges in terms of pricing and availability.
To ensure sustainable practices throughout the beauty industry, retailers also play a crucial role. Smaller businesses tend to be more agile and proactive in adopting sustainable practices due to their culture and structure. However, larger brands need to work harder to change their supply chains and embrace sustainability.
Certifications like the B Corporation can help fill the gaps in standardization in the beauty ecosystem. B Corp accreditation assesses companies based on ethics and sustainability criteria and can help eco-conscious consumers make informed choices. However, it is currently voluntary for brands to apply for B Corp certification.
While government regulations can raise the minimum requirements for sustainability, market leadership is crucial for driving meaningful change. Brands and customers need to take the lead in advocating for and implementing sustainable practices in the beauty industry. By working together, we can create a more sustainable future for the global beauty industry.
At our awesome company, we are committed to providing exceptional software development services, including mobile app development, technology maintenance, web server development, and more. We are proud to work with nearshore and offshore resources to deliver high-quality solutions. Contact us today to learn more about how we can help your business thrive in the digital age.