Diksia.com - The beauty industry, worth a staggering $500 billion, is grappling with the challenges of sustainability as the climate crisis escalates.
From product manufacturing to packaging and disposal, the industry is facing mounting pressure to adopt more environmentally friendly practices.
A Global Sustainability Study conducted by strategy and consulting firm Simon Kucher in 2021 revealed that 60% of consumers worldwide consider sustainability an important factor in their purchasing decisions.
Additionally, 35% of consumers are willing to pay extra for sustainable products or services.
To meet the shifting consumer preferences, many beauty brands have set environmental goals.
These include moving away from single-use and virgin plastics, offering recyclable, reusable, and refillable packaging, and providing transparency regarding product ingredients.
However, despite these efforts, consumers often struggle to assess the sustainability credentials of products, as the clean-up initiatives in the industry have been inconsistent and lack a collective goal-setting approach, global strategy, and standardized regulations.
One of the main challenges lies in the lack of international standards for disclosing product ingredient information to customers.
Brands can establish their own rules and goals, leading to confusion and instances of “greenwashing,” where sustainability claims are made without proper substantiation.
For example, marketing language like “clean beauty” can create the illusion that products are natural when they may not be organic, sustainable, or ethically produced.
According to Millie Kendall, CEO of the British Beauty Council, the term “clean beauty” has become perilous and is often used as a marketing tool rather than a genuine commitment to sustainability.
Customers need better marketing and certification information to make informed choices about the products they purchase.
The issue of ingredient transparency also persists among consumers. Jen Lee, chief impact officer at US-based brand Beautycounter, acknowledges that confusion regarding ingredients remains prevalent.
In an effort to address this, Beautycounter published “The Never List” in 2013, which outlines over 2,800 chemicals, including heavy metals, parabens, and formaldehyde, that the company claims to avoid in its products.
The dichotomy between natural and synthetic ingredients further adds to the complexity.
While natural ingredients are often perceived as safer, they can still carry a toxic load, including heavy metals that occur naturally in the earth.
Sasha Plavsic, founder of makeup brand ILIA Beauty, highlights the challenges of sourcing consistent raw materials for natural and organic products, which can lead to performance issues.
The beauty industry’s plastic packaging poses a significant sustainability challenge.
Approximately 95% of plastic packaging is discarded, with the majority not being recycled, according to the British Beauty Council.
Plastic accounts for about 67% of the industry’s packaging volume, with leading brands such as L’Oreal and Estee Lauder Companies utilizing substantial amounts of plastic in their packaging materials.
While some brands aim to transition to post-consumer recycled (PCR) plastic, the availability of PCR plastic is limited due to low recycling rates globally.
As demand for PCR plastic increases across industries, competition drives up prices, making it more expensive than virgin plastic.
This pricing and supply challenge hampers the widespread adoption of PCR plastic in beauty packaging.
Beauty retailers play a vital role in influencing sustainability practices through stocking decisions and supply chains.
However, the standards set by retailers vary greatly.
Smaller businesses often demonstrate greater agility and commitment to sustainability, while larger brands face more significant challenges in restructuring their supply chains and adopting sustainable practices.
Some retailers have launched initiatives to promote sustainable products. Sephora’s “Clean + Planet Positive” initiative and Target’s “Target Zero” program highlight products that meet specific sustainability criteria.
However, these efforts often overlook the waste and pollution generated throughout the industry’s supply chains, manufacturing processes, and shipping.
Certifications like the B Corporation (B Corp) provide a means of standardization and accreditation for brands in the beauty industry.
While the B Corp certification is recognized among eco-conscious consumers, it remains voluntary for brands to pursue.
Experts and business leaders emphasize the need for government regulations and multinational standards to establish a baseline for sustainability claims in the beauty industry.
Stricter and more uniform garbage disposal laws, as well as ingredient regulations, would enhance the impact of sustainability efforts.
In the absence of robust regulations, market leadership by brands and consumers becomes crucial.
Mia Davis, vice president of sustainability and impact at beauty retailer Credo Beauty, believes that while regulations can set minimum requirements, market leadership is essential in driving meaningful change.
The collective advocacy and initiative of brands and customers in the beauty industry will likely be the most effective means of addressing climate shortcomings.
As the climate crisis intensifies, the beauty industry must continue its pursuit of sustainability.
By embracing transparency, standardization, and innovative solutions, brands can align with consumer demands and contribute to a greener future.
