In the ever-evolving world of beauty, the word innovation is always at the forefront. The growing interest, especially among millennials, in sustainable beauty has driven the industry towards increasingly “green” solutions. However, it is often tempting to associate sustainability with terms like green or natural, but it is important to clarify that a natural cosmetic product is not necessarily sustainable, and vice versa.
Sustainability is a much broader concept than it seems; it requires considering the entire lifecycle of a product, from raw materials to the finished cosmetic product, without forgetting the ethics of the brand regarding the environment and the individual.
A valuable support comes from current certifications, which serve as both communication and commercial tools. However, it is important to remember that these certifications are a voluntary choice by the company, not mandated or regulated by law.
At this point, how can the consumer make an informed choice? We discussed this on Beauty Horizon.