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While the world’s seeking for some environmental friendly changes and solutions, brands have to adapt and find new sustainable ways to develop or continue their businesses. New cosmetic brands are more and more committed to what is now called a responsible beauty, meaning a beauty that is mainly vegan, eco-friendly and cruelty-free. Customers pay more attention to ingredients and packaging and it creates a lot of new challenges as well as new opportunities for cosmetic brands.
If we take the example of Bulldog, the brand made a lot of efforts to switch to a more sustainable sustainable production. It took them two years to switch from plastic packagings to sugar cane plastic, paper box and glass bottles. It’s also the first men cosmetics brand that entered the chinese market by proposing cruelty-free brands to sell in the country. To go even further, their best-seller, the Original Moisturizer is certified CarbonNeutral in the UK, meaning that the emission caused by the production of the product is offset. Their commitment is pretty strong and very encouraging for the future of the brand.
However other famous brands still have progress to make : Horace is one of them. If their products are made with between 95% and 100% natural ingredients, their packagings however are nothing but sustainable. Yes, 1% of their benefice goes straight to environmental associations such as the Surfrider Foundation, but what could be more effective would be to invest into a more sustainable production and into more sustainable packaging in order to reduce the use of plastic which is predominant now in all their ranges.
Even though Monsieur Barbier is a smaller brand that just recently entered the market, their commitment to a clean and responsible beauty is strong. The brand is naturally certified, cruelty-free & vegan, made in France & Belgium and use mostly recycled PET plastic for their packaging. If even small brands can do it, why not the other ones ?
Gillette, a very well-known male grooming brand is trying though : the razor handles are now 80% made of metal, they offer rechargeable razors with fully recyclable cardboard. But the brand is far from being the best student here : they still offer disposable razors and not all their packaging are made from recycled materials (only the rechargeable razors). They communicated that by 2030, only 100% recyclable packaging will be produced across all its ranges, with significant progress as of 2023. False promises or real hope ? We will see..
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