Cosmetics Brands Turn to Sustainability

As popular beauty influencers like Samantha Ravndahl and Raw Beauty Kristi speak out about sustainability in cosmetics packaging, increasing numbers of beauty brands are turning to recyclable options.

“The beauty industry already contributes to massive amounts of waste with plastic [and] non-recyclable product packaging. Please let’s not contribute even more with extremely short use, ‘meant to be thrown away’ PR packaging,” stated YouTube influencer Raw Beauty Kristi in a recent tweet, referring to promotional packages sent to influencers upon the launch of new cosmetics products.

Cosmetics companies are increasingly voicing a commitment to more sustainable packaging, with Ellisons’ head of eCommerce Nick Stragnell stating, “Consumers are more concerned than ever about recycling and plastic waste; the on-going plastic debate means that suppliers have to be more conscious of their choices, and move towards a more sustainable option in order to meet their customers’ needs. After the successful ban on microbeads in many cosmetic products, recent research shows that consumers are embracing the idea of refillable and non-toxic packaging.”

Over 120 billion units of packaging are produced annually by the global cosmetics industry, according to Zero Waste Week.

But research from Euromonitor has found that recyclable packaging is important to consumers – particularly those in the 25-34 age bracket.

According to MediaCom, two in three consumers feel that brands have a responsibility to give back to society.

“Consumers want a brand whose beliefs coincide with their own,” said MediaCom’s Julia Shepherd.

“We are now living in an age where consumers expect more than just a transactional relationship from the brands they do business with.”