Waste-free claims key trend in sustainable beauty

BEAUTY and personal care products that tout sustainability and make waste-free claims are among those expected to gain the upper hand over the coming years, according to market research providers.

In its new report “Global Beauty and Personal Care Trends 2030,” Mintel predicted that products with waste-free claims will become a key trend in response to the movement toward sustainability.

Waste-free or zero-waste claims extend not only to the contents but to the packaging as well.

Minimal, recycled or recyclable packaging and refillable containers and bottles have become the new normal, Eluxe Magazine said, warning that “if brands don’t change their approach now, it’s likely they will become insignificant in the near future.”

Companies that go in this direction will likely be amply rewarded, as consumers are expected to have a growing preference for brands with zero-waste packaging in the coming years.

This is because “consumers today are paying a lot more attention to their impact on the planet and climate change calls are more drastic than ever before,” according to Mintel.

Zero-waste packaging can mean that the product is refillable, recyclable, comes in compostable or biodegradable packaging, or use no outside packaging or combines some of these.

For instance, more and more companies are offering a refill system that allows users to purchase cosmetics that they can just put into the original tube, compact or jar. Firms also use packaging made of sustainable materials, such as sustainably harvested bamboo, recyclable glass bottle with a wood cap, 100 percent recycled paper and recycled plastic.

Products expected to make a big splash in the near term are those that emphasize the use of “certified natural” or “certified organic” ingredients, such as coffee grounds reclaimed from cafes and other commercial enterprises.

A related trend is the biodegradable movement.

Mintel noted that sheet masks, for example, have a high penetration across Asia. However, they pose huge environmental problems with their individual plastic packaging and concerns surrounding after-use disposal of the mask cloth.

“Facial skin care brands should be transparent about the materials and ingredients used in the production of sheet masks-from the outer package to the inner mask cloth-and provide detailed instructions on how to properly dispose of the waste. It would also be astute to gradually introduce more biodegradable materials into these products,” said Mintel in a recent blog.

Mintel also highlighted the growing vegan movement. Vegan cosmetic products are free from animal products, by-products, and derivatives. They can include hair care, skincare, makeup, fragrances and hygiene products.

“With rising awareness about the negative impacts of animal-derived products, the demand for vegan products, including vegan cosmetics has also increased,” according to the “Global Vegan Cosmetics Market 2019 to 2023” report.

It noted that small, indie brands can have an advantage in the new “sustainable beauty” movement as they can react more quickly and can more readily build their business practices around ethics and environmentally friendly practices, it said. (Philexport News and Features)