More than ever before, we as consumers are asking more from brands.  We want to know how products are made, what they contain and more recently, the effect this will have on the planet.  Sustainability is a big problem.  As humans we have not treated planet earth as we should have done and now there is an increased importance on saving the planet.

If you scroll through the documentaries section on Netflix you’ll see this issue is current and only going to become an even bigger concern in the coming years.  Beauty brands have taken notice.  More than just a passing trend, shifting our consumerism to sustainable, products is something we should all consider.  Products that are deemed “good” for the planet are sometimes referred to as “green” beauty products.  These products are typically produced using raw renewable materials.  The formulations are environmentally friendly and contain fewer toxins than traditional cosmetics.  But being sustainable goes beyond just the ingredients in the product, sustainability also covers the packaging of the product and reducing plastic waste.  Skincare brand REN recently announced efforts to have “zero waste” by the end of 2021.  REN is the frontrunner in sustainability and has committed itself to being “green”, reducing plastic waste and even tackling climate change.

The brand ethos is now being echoed by its competitors and have realised that not only is sustainability good for the planet, it’s also becoming big business.  It is also a way to boost your brand reputation and increases corporate responsibility.