2nd September 2020
Vegan, Ethical, Natural & Organic, Clean, Sustainable…. Key attributes associated with most beauty brands today and at least 99% of all new launches. If they haven’t in the past, the big conglomerates are rushing to add these to current brands and launch new ones.
Consumers are getting more informed and expect…. No… demand, clarity and transparency. Wellness and the health of our planet were key trends, gaining traction pre Covid, but have now accelerated and so the beauty industry is falling over itself to ensure the health of our planet is looked after through smarter packaging and safer/healthier ingredients.
But what do these really mean? How do we navigate all the confusing and unregulated terminology.
Some are pretty straight forward…Ethical products are cruelty free, meaning they have not been tested on animals nor involved child/slave labour or dangerous working conditions for workers. Sustainable products contain ethically sourced ingredients (organic, fair trade, vegan etc) and are made by a brand that considers its carbon footprint in all levels.
Some need more clarity, regulation and legal definition for example Clean. Brands talk about ‘free from’ with some citing up to ’20 free from’…. The goal posts move and retailers/brands set their own guidelines. Natural & Organic can fall prey to whitewashing as some natural products need preservatives and if brands cite they are ‘made with organic’ it can mean as little as 10% of the formula is organic.
Becoming Vegan has become more mainstream and this is now filtering into beauty products.
The guidelines are very clear… vegan products do not contain any animal or animal derived ingredients. For example this will include ingredients such as honey, beeswax, collagen, gelatin and in the new vegan nail polish from NAILKIND, this means no fish scales, which are used for a shimmery effect (used also in lipsticks and other makeup items)
But vegan does not mean it’s not tested on animals so it’s important to ensure brands have a ‘cruelty free’ or have any of the logos that confirm this. For example the leaping bunny logo.
In addition to the ethical side, vegan products are actually better for your skin. Particularly if you suffer from any skin conditions or are sensitive to certain ingredients.
When it comes to nail polish, the products are softer and less harsh on your nails so whilst you’re wearing them, they ensure no harm or damage is done to the nail itself.
More regulation is needed in the beauty industry but with brands who understand customers need for clarity and transparency it is now a lot easier to research the brand you want to use and can then buy safety in the knowledge that you are looking after your skin and the planet.