Sustainability and Beauty: A Contemporary Romance

Sustainability is probably one of the most urgent issues to be addressed by brands and the industry as a whole. The discussion regarding sustainability should be part of the initial concept/ idea phase.

Brands are pursuing sustainability in different ways, from sustainable packaging and ingredients to sustainable concepts such as product refills vs single-use packaging. Collaboration with sustainable partners such as Terracycle. Terracycle’s mission is “Eliminating the idea of waste”. The idea of a circular economy, development of sustainability at every stage of development is gaining traction. Sustainability is also a relationship between brand and customer. Understanding the importance of sustainability to your target audience is a great platform for community building where brands and audiences develop and facilitate a successful sustainable business. Sustainability may seem like a concept to be tackled by large corporations, brands of every size will have to tackle this critical element of beauty in order to sustain any business model.

Sustainability is not a concept of the future and should not be just part of your brand DNA but also vendor partners.

Henkel joins push towards a circular economy by 2025 with U.S. Plastics Pact Credo’s Sustainability Journey – Next Stop Packaging Tula Skincare’s Sustainable Partnerships with TerraCycle, Cloverly

How much consideration have you given to the subject of sustainability as part of your brand DNA.? Is sustainability important to your target audience? What will your sustainable model look like?