The beautiful thing is about beauty is that it can never be defined as just one thing, or one look. It’s ever changing, and with it, the beauty industry grows. It’s marvellous that today, beauty is largely about self-care and being kind to yourself and the planet. Brands are embracing change and adopting a more natural, transparent approach to skincare and cosmetics, while educating themselves and customers about their role in sustainability. Here’s the scoop:

Nice package

They say you shouldn’t judge a book by its cover but we say, go full on judgemental by the way a product looks on the outside. Those plastic bottles need to go. More and more brands are getting on board with the zero waste movement, where products are kept simple and fuss-free and therefore, eliminating any trace of packaging that can’t be reused or recycled.

With sustainability at their core, brands sparking the movement include Kiehl’s and REN, who encourage customers to bring back their empty containers. Just last year, Malaysia was introduced another such brand, /skin regimen/, which uses materials like sugar cane-derived plastic, safety-certified aluminium and glass. More impressive yet is Lush’s  commitment to go ‘naked’ with no packaging where possible. A known stalwart for sustainability, Lush even has plans to launch biodegradable packaging for makeup that you can even plant in your garden when used up.

It’s what’s on the inside that counts

The most important thing about a product has and will always be its recipe —  a cocktail of ingredients that promise to do good by the skin. While natural, organic ingredients were primarily the choice for those with sensitive skin, it has become the norm for brand to inject nature’s goodness into their own potions. And while that’s true, there’s another way ingredients now do good, and it goes beyond the skin.

You might have heard the terms “fair trade” and “responsibly sourced” thrown around, and for very good reason. What it means essentially, is that individual ingredients are sourced from communities and farmers around the world, creating more job opportunities for them and increasing their livelihood. Transparency is just as important, and consumers want to what’s inside the products they’re buying, which makes honesty from brands with a clear mission the way forward.

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The company you keep

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Big names aren’t solely dominating the market. The younger generation is voting in favour of  artisan, even homemade cosmetics and skincare, and that’s all thanks to the rise of entrepreneurship creating more opportunities for beauty startups. The notion spills over to celebrities, influencers and beauty gurus.

Popular YouTube Marianna Hewit launched her skincare brand, Summer Fridays, and created the cult favourite Jet Lag Mask. And those Real Techniques makeup brushes everyones love? They were created by another YouTube success, the sister duo known as Pixiwoo. Brands are now taking it online to create an experience and lifestyle around their products. Take Glossier for example. You might have seen a handful of social media influencers who’ve tagged and bragged about it — no doubt paid to.

All together now