The cosmetic industry has seen a paradigm shift towards sustainable production and consumption in the last few decades. A growing interest in sustainable beauty products has significantly impacted the beauty industry. Consumers are becoming greener and prefer products that are environmentally friendly and sustainable. Most consumers ranked sustainability as the fourth highest criteria for buying beauty products. More than 40% of the consumers are willing to pay more for sustainable BPC (beauty and personal care) products.
It is evident that consumers’ mindset is changing so are their expectations from beauty brands. It has become more essential for the beauty brands to understand how to satisfy their sustainable beauty customers. Beauty Sourcing marketplace has gathered the latest green beauty solutions to step forward to sustainability.
Here are some essential steps that brands must consider to satisfy sustainable beauty customers.
1. Packaging should be eco-friendly
Plastic pollution is one of the biggest environmental concerns. Consumers today are concerned not only about what they are applying on their bodies, but also about the impact of their choices on the environment.
According to a report, nearly 50% of the consumers are more concerned about the environment than before the pandemic. Consumers’ mindset has changed, and they expect more from beauty brands.
One of the major concerns consumers have today is the chemicals entering the atmosphere leading to the loss of biodiversity. The other primary concern of consumers is plastic pollution.
Some of the innovative eco-friendly beauty packaging trends include paper, bamboo, and silicon, with metal and glass packaging at the top of the list. PCR or Post Consumer Resin is also a sustainable packaging alternative.
2. Zero waste
Canny moves have been taken by several beauty brands concerning the goal to omit packaging to satisfy sustainable beauty customers. Satisfying the consumers’ eye for aesthetics and fulfilling their demands for sustainability has proved a challenge for the beauty industry.
Consumers are turning towards green beauty not only for the benefit of their skin but also for the environment. To achieve the goal of sustainability, the goal should be at least minimal waste production.
3. Natural ingredients
Consumers’ push for organic and natural ingredients has forced beauty brands to adapt to the change in the chemistry of their products by including safer ingredients. With the increase in sustainable beauty preferences, brands are removing and replacing harmful preservatives, pigments, or emulsifiers to create safer products for their customers.
Consumers want to make sure that the ingredients used in beauty products are not damaging the environment. Today, sustainability has become a ‘must have’ business practice, and many beauty brands prefer to use vegan, plant-based, and organic ingredients in their products.
4. Banning toxic ingredients harmful to consumers and to the environment
Beauty brands must consider the ingredients of beauty products and ensure that no toxic ingredients are added to beauty products. New generation customers prefer beauty brands with safer and sustainable ingredients and eco-friendly packaging. Many beauty brands are reducing synthetic ingredients in their beauty products to satisfy sustainable beauty customers.
Consumers today tend to buy from beauty brands with a mindset of “healthy for me and healthy for environment”. As the younger generation has joined the marketplace, the preferences for sustainable and compassionate business practices continue to grow without any predictable ending.
5. Purpose-driven beauty brands
According to a survey conducted by Deloitte, almost 40% of consumers have stopped buying from certain beauty brands due to sustainability and ethical concerns.
Consumers today look for more and prefer purpose-driven beauty brands with original backstories that try to benefit people and the environment.
Conclusion
There is no one-size-fits-all formula for a beauty brand to satisfy sustainable beauty consumers. The purpose should be a cruelty-free, earth-friendly, and cleaner beauty brand that can satisfy the new generation of sustainable beauty consumers.
