Understanding Sustainability Roadblocks for Beauty Brands
SUNLIGHTS container for basil plant, April 2024
As an environmentalist and beauty professional, it’s been amazing to see the sustainability movement grow within the beauty industry. I’m not alone, 62% of consumers find “sustainability” more important than two years ago, which means something different to each individual.
As purchasing habits are fluctuating to “sustainable” products, brands have a responsibility to give their consumers what they are looking for.
But there seems to be a growing worry among the general public that brands aren’t doing enough, purposefully greenwashing, or that they just straight up don’t care.
While there are genuine reasons of concern, there needs to be an understanding of what some of the things beauty brands go through in order to be more sustainable. I’ve heard (and have even thought to myself in the past),
“what’s stopping beauty brand from doing insert sustainable practice here?”
It’s not always that simple. For brands to make a change, there are a lot of considerations that have to be thought of.
The issues I’ve tend to see are not just one problem or a size of the company problem, it’s usually multi-layered or several stand alone issues which include (or lack of):
Finances
Resources
Time
Efficiency
Technology
Mindset
FINANCES:
Currently, switching to sustainable practices can be expensive. Not saying the tide isn't turning, but brands without the budget (usually smaller brands) can’t afford more mindful packaging, ingredients, practices, emerging technology, or more help. Until “sustainable” options become more baseline, it's not always financially viable long-term. For example, It's why plastic is so popular for packaging. The price of plastic is cheaper than most of the other options out there. However, sustainable packaging is a growing market, which will drive down the price and make it more accessible. Another example of this are ingredients that replace problematic ingredients, such as Palmless, a palm oil replacement.
RESOURCES:
It’s hard to make things happen without the support to push it along. Without a team or more hands on deck, it can make things difficult when switching to new practices or figuring out how to make these changes. If there is already a streamlined system in place, uphauling and changing it still takes extra manpower to make sure everything is running smoothly.
TIME:
Brands are usually on a strict timeline and have to plan out months, or even years, ahead of time for new products - especially if the company is bigger. There is usually a chain of command in place with bigger companies, which can take up time when working on a project. Another reason time can be a factor is general product development. Research and development is so important - brands need to be sure that their products work in conjunction with packaging, are effective with what they are marketing, and comply with FDA regulations.
EFFICIENCY:
People need effective and convenient products that (at least) somewhat align with their morals, but can’t change their buying habits completely without the help of brands. Consumers can only make as much of a difference with what they are given, it’s up to brands to listen to what the public is asking for. Products need to cleanse well, moisturize well, give long lasting effects, and work well with all different types of complexions. Without efficient products, it’s a waste of resources, energy, time, and money plus creating untrustworthiness for a brand.
TECHNOLOGY:
Technology is a great way to help streamline processes, create consistency in products and businesses, and help brands push beyond. AI programs are a great example of this, Citrine is a platform that helps companies switch out problematic ingredients with ones that are known to work well as replacements.
Another example are software platforms that can help you create sustainable packaging with end-of-life strategies or hook brands up with packaging companies that would be the best fit for them.
MINDSET:
Of course, mindset is everything. If there is no wanting to support how a brand can change for the more sustainable, then it’s not going to happen. When people want to make things happen, they’ll make it happen - even if it’s bit by bit. We can’t ignore the small changes brands of any size make because that starts with mindset.
These are factors that help push along innovation in brands, but if any of these are unavailable for a brand, it will make the process slower to adopt sustainable strategies.
The best way we can help sustainability become the norm for beauty standards is uplifting the brands that are making a difference, spending money on the brands that are changing, letting brands know what they’d like to see from brands, and asking for policy reform (like with MoCRA or EPR regulations).
The most important reminder, however, is giving grace. Not every problem will be solved right away. Plus, there will always be new practices, new market trends, new ways to formulate, and new ways of doing beauty in a more environmentally conscious way. The industry is always changing for the better, even if it’s not “perfect” right away.
When we all work on the problem together, change can be made in any industry - especially in the beauty industry.