The $500 billion global beauty industry's ambitious efforts to go green are being hailed as a mixed bag, with many brands struggling to make meaningful progress on sustainability.
A recent study by Strategy and Consulting firm Simon Kucher found that 60% of consumers worldwide view sustainability as an important purchase criterion, while 35% would pay more for eco-friendly products. In response, beauty brands have set environmental goals, aiming to reduce single-use plastics, introduce recyclable and reusable packaging, and provide greater transparency on product ingredients.
However, many consumers are finding it difficult to make informed choices about the sustainability of their purchases. The British Beauty Council notes that the industry's clean-up efforts have been inconsistent, with a lack of collective goal-setting, global strategy, and standardized regulations. This has led to "greenwashing" – where brands tout sustainable claims without providing evidence.
The lack of international standards on product ingredient information is also causing confusion among consumers. Companies often use marketing buzzwords like "clean beauty" to make their products appear natural and eco-friendly, despite not necessarily being organic or sustainably sourced.
One expert, British Beauty Council CEO Millie Kendall, warns that the term "clean beauty" has become "dangerous," used to sell more products rather than genuinely promote sustainability. She argues that brands need to provide better marketing information and certification to help consumers make informed choices.
The industry's plastic packaging is a significant sustainability challenge, with 95% of packaging thrown away and most not recyclable. Many brands are trying to phase out single-use plastics in favor of post-consumer recycled (PCR) plastic, but the process is being hindered by high costs and limited supply.
Beauty retailers also play a crucial role in driving sustainability in the industry, but many struggle to set standards for the brands they sell. Smaller businesses tend to do more to promote sustainability, with some being naturally more environmentally friendly from their inception.
Certifications like B Corp are becoming increasingly popular as consumers look for eco-friendly products, but the accreditation is currently voluntary and lacks global standardization.
In the absence of bold regulations or industry-wide standards on sustainability practices, market leadership will likely be key to driving meaningful change. As one expert notes, "Regulation can raise the floor a bit, but that's never going to be what the market can do."
A recent study by Strategy and Consulting firm Simon Kucher found that 60% of consumers worldwide view sustainability as an important purchase criterion, while 35% would pay more for eco-friendly products. In response, beauty brands have set environmental goals, aiming to reduce single-use plastics, introduce recyclable and reusable packaging, and provide greater transparency on product ingredients.
However, many consumers are finding it difficult to make informed choices about the sustainability of their purchases. The British Beauty Council notes that the industry's clean-up efforts have been inconsistent, with a lack of collective goal-setting, global strategy, and standardized regulations. This has led to "greenwashing" – where brands tout sustainable claims without providing evidence.
The lack of international standards on product ingredient information is also causing confusion among consumers. Companies often use marketing buzzwords like "clean beauty" to make their products appear natural and eco-friendly, despite not necessarily being organic or sustainably sourced.
One expert, British Beauty Council CEO Millie Kendall, warns that the term "clean beauty" has become "dangerous," used to sell more products rather than genuinely promote sustainability. She argues that brands need to provide better marketing information and certification to help consumers make informed choices.
The industry's plastic packaging is a significant sustainability challenge, with 95% of packaging thrown away and most not recyclable. Many brands are trying to phase out single-use plastics in favor of post-consumer recycled (PCR) plastic, but the process is being hindered by high costs and limited supply.
Beauty retailers also play a crucial role in driving sustainability in the industry, but many struggle to set standards for the brands they sell. Smaller businesses tend to do more to promote sustainability, with some being naturally more environmentally friendly from their inception.
Certifications like B Corp are becoming increasingly popular as consumers look for eco-friendly products, but the accreditation is currently voluntary and lacks global standardization.
In the absence of bold regulations or industry-wide standards on sustainability practices, market leadership will likely be key to driving meaningful change. As one expert notes, "Regulation can raise the floor a bit, but that's never going to be what the market can do."
. Like, 60% of people care about sustainability in products and all, but it's hard for us to know what's good for the planet when brands are just throwing around buzzwords like "clean beauty" without any real proof 
. It's not even fair that some smaller businesses are doing way more than the big ones 
. And don't even get me started on plastic packaging - 95% of it isn't recyclable?! That's wild 
. We need better regulations and standards, like, ASAP! 
. On one hand, 60% of consumers actually care about sustainability, so brands should totally take that into consideration... but on the other hand, some people are still like "no way, I don't care about eco-friendly packaging"... confusing, right? 
. But at the same time, it's like, how can we really trust that they're not just making stuff up? 
.
We need more industry-wide standards on sustainability practices, pronto! 
Like, we're talking billions of dollars in profits and they can't even get their act together on sustainability? 
. They're all like "oh look, we're trying to go green!" 
but really they're just greenwashing it 
.
... 95% of it is just thrown away and most of it isn't recyclable? That's not exactly setting the world ablaze with sustainability 
.
. And yeah, regulation might be necessary too... but market pressure should definitely be a factor 
. I need more transparency and regulation on product ingredients and packaging - it's like, come on guys! 
. I just want to see meaningful change, you know? Not just a bunch of buzzwords and empty promises 
