Your guide to buying genuine green beauty products
We all love our skin being healthy and looking great, but have you ever considered that what we use on our bodies may be putting our environment at risk? Not all beauty is made in a sustainable or earth friendly manner. With so many products and brands to choose from it is essential to make smart decisions about what we purchase to use on our skin and hair. Making good beauty choices means we can provide not just for ourselves but everything around us, with a sustainable environment in which they can thrive.
According to ZeroWasteWeek, the packaging of beauty products consists of 120 billion units inclusive of glass, metal and plastic every year, most of which ultimately leads to an increase in landfills. Thankfully, availability of Green Beauty products is on the rise. Fueled more recently by the global Pandemic, which helped people believe in a more sustainable lifestyle by contributing to ecological development in different ways. With this increased interest and desire the question that arises is, “What is Green Beauty and how do we know we are really buying green?”
Natural beauty products are the future of beauty. Green beauty products, from their selection of raw materials, production, processing, and packaging limit their harm of the environment. In simple terms, the product should be made from natural, renewable and sustainable essentials (ingredients). The packaging should minimise the use of virgin plastics or non-biodegradable materials that end in pollution or harm the environment. Products without any harmful toxins and are cruelty-free are the non-negotiable standards of modern green beauty.
At The NATIVES Co. we are on a constant search for green beauty brands that continue to raise the bar. Authentic Green Beauty brands that are so passionate about their cause and the environment that they continue to challenge the mainstream norms and aren’t scared to break the mould. We can thank these trailblazers for initiatives that are becoming the new standard. Refills and reusable packaging designs, recyclable or biodegradable packaging materials and pure natural ingredients sustainably sourced from the environment. But despite the growing demand for sustainable beauty, not all companies think about their customers or saving the planet, this can lead to greenwashing.
While some companies make genuine efforts to adopt greener practices, others see this as a trend to be exploited for marketing gains and belie the trust of their customers. This is Greenwashing; when a brand portrays to produce eco-friendly products but cuts corners to make profits. Sadly, as consumer demand for greener and more sustainable beauty increases, so does greenwashing.
Definition of terms and claims in the beauty industry is poorly regulated, if at all. Terms like natural, organic, eco-friendly, bio-degradable and many more lack regulated definitions, leaving it to the brands or consumer to decide what it represents. Unfortunately for some brands, the temptation to make false claims that lead to sales and profits is too great, for others, a lack of research and transparency in the supply chain can mean that materials and ingredients are not as “green” as they are thought to be. Now, more than ever, there need is for brand transparency, empowering the consumer to decide what values they identify with and what they are looking for in their beauty purchases.
With so many products on the market making a choice can be daunting, even paralysing, forcing you to abandon the cause. But by arming yourself with a few firm guidelines it’s easy to break through the noise and make greener beauty choices. Here are a few of our non-negotiable standards we live by when researching products for our edit at The NATIVES Co.
Only accept cruelty-free beauty: Sadly, animal testing of beauty products remains widespread still today. It’s important to be aware of any animal testing practices of the brand you are purchasing. Genuine cruelty-free products not only eliminate animal testing of the final formulation but also source ingredients that are free from animal testing along the supply chain.
Say NO to toxic chemicals: Synthetic fillers, petroleum derivatives, preservatives that irritate the skin and toxic chemicals that pollute our bodies have no place in beauty products. Look for products that use natural and organic ingredients to nourish and support your skin. Not only will this help you keep your skin and the earth healthy, but products that contain clean ingredients can help reduce environmental damage by eliminating the flow of toxic chemicals into our waterways.
Sustainable ingredient sourcing. Not all natural and organic ingredients are equal. Unfortunately increasing demand has led to production processes that are not as sustainable as we would expect. Many natural ingredients such as palm oil, coconut oil, and even essential oils can be detrimental to the environment when produced on large scale or using poor farming/manufacturing practices. Thankfully we are seeing a rise in ingredient certification, such as RSPO-Roundtable on Sustainable Palm oil. Seeking brands that are transparent about their sourcing practices and supply chain means you are getting genuine green beauty.
Certification: The gold standard in product claim validation, the best certifications have high standards for ingredient sourcing and production practices to give you confidence in your purchase. Authentic certifications include NATRUE, Soil Association, Forest Stewardship Council (FSC), The Environmental Working Group (EWG), Rainforest Alliance, ECOCERT and ACO (Australian Certified Organic).
Brand Ethos: Look beyond throw away claims on product packaging and support brands that have a transparent ethos. Brands that talk about their practices and the environment rather than just marketing claims are a genuine part of the green beauty movement.
Innovative packaging: Plastic-free, zero-waste, biodegradable and refillable packaging is where we should be headed. Admittedly it can be challenging and costly to move away from mainstream plastic packaging but every step matters.
Cost matters: The adage, you get what you pay for, has merit. It’s a sad fact that green initiatives are more costly than practices that encourage consumption without consequence. Certifications cost money, green practices require investments and transparent sourcing of quality ingredients is often more expensive than cheap lab synthetics and fillers. And while you don’t need to overpay for green beauty, if a product seems too cheap for the eco-claims being made, it very likely is.
As a consumer you hold the ultimate power to send brands a clear message about what practices you will and won’t accept. Greener lifestyles, including green beauty choices are now more important than ever. As part of the zero-waste movement Anne Marie Bonneau was quoted as saying;
“We don’t need a handful of people doing zero waste perfectly. We need millions of people doing it imperfectly.”
The same could be said for all other eco-movements. We aren’t required to know everything about recycling, sustainable living or green beauty. Nor are we expected not to make any mistakes. We just need to care and try, and with enough people doing so, that will be enough.
We know that evaluating products can be not only time consuming but also complex and confusing. That is why we created The NATIVES Co. We evaluate and research brands to make it easier to shop green and clean beauty, supporting the environment and community with a collective of transparent and genuine beauty brands dedicated to healthier and more sustainable beauty. You can do your part by shopping mindfully and reducing your consumption, by buying less and buying better. Every small contribution you make in your life towards a green and healthy environment matters and at The NATIVES Co you can make a difference without compromising your love for skin.
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