14 Beauty Brands Expanding Sustainability Efforts for Earth Month 2021 – WWD

Sustainability has been a buzzword within the style and sweetness industries for years, however now the pandemic has spurred newfound curiosity amongst shoppers in eco-conscious practices, and types are taking discover.
According to the U.S. Cotton Trust Protocol, 61 % of manufacturers and retailers stated buyer demand throughout the pandemic has risen for environmentally sustainable enterprise practices, in addition to for items and companies. This curiosity in sustainable merchandise extends to packaging. According to a shopper survey by Pitney Bowes Inc., 38 % of respondents stated they’re extra more likely to buy merchandise in the event that they contained sustainable options or packaging.
Despite the newfound surge of curiosity, many magnificence manufacturers have been implementing sustainable practices as early as their launch and at the moment are furthering their dedication to sustainability with a number of new initiatives this Earth Month.

Ren Clean Skincare, for one, is embarking on an expansive new initiative the place it’s teaming with fellow skincare manufacturers Biossance, Youth to the People, Caudalie and Herbivore on a joint pledge to supply recyclable and refillable packaging by 2025. Beautycounter, which has lengthy advocated for cleaner elements, is utilizing its current majority funding to proceed advocating for safer magnificence merchandise.

Here, WWD seems at 14 magnificence manufacturers which are furthering their sustainability initiatives this Earth Month. Read on for extra.
1. Ace of Air

Ace of Air 
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Beauty and wellness model Ace of Air launched earlier this yr with sustainability on the core of its mission. The model’s skincare and dietary supplements are housed in zero waste packaging, which it encourages its clients reuse for different functions as soon as the merchandise are completed.
Ace of Air additionally has a giveback program by way of its purchases. For each buy, clients obtain Stellar Rewards, which they will donate to a number of eco-friendly organizations.
2. Alleyoop

Alleyoop’s Stack the Odds hybrid product 
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Beauty model Alleyoop is constant its dedication to sustainability by donating one hundred pc of proceeds on Earth Day to One Tree Planted, a corporation that vegetation bushes around the globe.
Alleyoop’s mission of sustainability can be seen by way of its packaging. The model’s merchandise are principally hybrids — combining a number of magnificence merchandise in a single — reminiscent of its Stack the Odds blush, highlighter and contour combo, and its 4-in-1 Makeup Pen, which incorporates eyeliner in black and brown, a highlighter and lip liner. These hybrid merchandise scale back the model’s use of packaging by 20 % than conventional merchandise.  
3. (*14*) Bader

(*14*) Bader The Rich Cream 
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Prestige skincare model (*14*) Bader has furthered its sustainability initiatives this yr. The model is now promoting its bestselling lotions in environmentally pleasant packaging constituted of recyclable paper. (*14*) Bader can be dedicated to changing into a wholly vegan skincare model by the top of the yr.
The model has partnered with One Tree Planted and is working with the World Land Trust and the Woodland Trust to measure and scale back its carbon footprint from its paper utilization.
4. Beautycounter

Beautycounter’s the Clean Deo 
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Beautycounter has been on the forefront of the clear magnificence motion because it launched in 2013 and has grown to be a serious participant within the business. Earlier this month, the model obtained a majority funding from the Carlyle Group, which valued the corporate at $1 billion.

Through the funding, Beautycounter plans to proceed to advocate for cleaner magnificence merchandise and safer elements. The model is among the first to launch a “Never List” of elements that it wouldn’t embrace in its merchandise. The record has grown to 1,800 elements.
Beautycounter founder and chief govt officer Gregg Renfrew has additionally taken her advocacy to Congress, testifying in December 2019 as an professional witness in a listening to on cosmetics reform held by the House Energy and Commerce Subcommittee on Health in Washington, D.C.
5. Fresh

Fresh joins UEBT. 
Photo courtesy of Fresh

The LVMH Moët Hennessy Louis Vuitton-owned skincare model has develop into a member of the Union for Ethical Biotrade, which is a nonprofit arm of the United Nations that advocates for sustainable ingredient sourcing, respect for biodiversity and equitable socioeconomic practices.
“The thought of sourcing with respect may be very a lot in our DNA,” stated Tennille Kopiasz, chief advertising and marketing officer at Fresh. “It’s one we felt there was this chance to actually make an influence to each individuals and the setting.”
The model has plans to complete sourcing assessments for its hero elements — rose, soy and lotus — by 2023 and have improved plans in place by 2025.
6. Lafco

Lafco’s #LafcoRepurposed initiative 
Daily Post Media | Benjamin Warn

The house perfume model is constant its #LafcoRepurposed initiative for Earth Month. The initiative encourages clients to reuse the hand-blown glass vessels that home its candles and fragrances as soon as the merchandise are completed.
Additionally this month, the model is donating $1 from every sale to the Canopy Project, a corporation that vegetation bushes the world over.
“For us, Earth Day is on daily basis,” stated Lafco founder and CEO Jon Bresler. “We actually attempt to go away the planet a bit of higher — and higher scented — than we discovered it.”
7. Lather

Lather Baobab & Shea Body Soap 
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Natural magnificence model Lather is partnering with the Baobab Guardians Programme, a corporation primarily based in South Africa that employs ladies to assist plant and have a tendency to the nation’s baobab tree inhabitants.
When clients buy a product from the model’s Baobab & Shea Collection, Lather will donate $1 to this system. Lather can even be donating to the Baobab Pre-School Programme to assist under-funded pre-schools within the areas the place baobab bushes stay.

This is the most recent sustainable partnership to return from the model. Lather has beforehand teamed with Sundara, a corporation that recycles previous lodge cleaning soap into new bars, and Clean the World, a corporation that distributes recycled cleaning soap to impoverished international locations and home homeless shelters.
8. Mustela

An assortment of Mustela merchandise. 
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Children’s skincare model Mustela is constant its sustainability mission with a number of new pledges. The natural model is vowing to be carbon impartial by 2030, to make use of one hundred pc inexperienced electrical energy within the manufacturing course of and to make sure that all of its containers are recyclable and the formulation are biodegradable.
Throughout April, the model can be donating a portion of gross sales to Earth Force Kids, a corporation that provides youth instructional applications on the setting.
9. OGX

OGX’s Biotin & Collagen Shampoo and Conditioner 
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Hair care model OGX has set a number of sustainability objectives for the following few years. The model is working to remove black plastic — which normally leads to landfills — globally from its merchandise by 2022. It can be dedicated to creating all merchandise one hundred pc recyclable or reusable by 2025.
Next yr, OGX is launching bottles with post-consumer resin and goals to supply one hundred pc post-consumer resin bottles by 2030.
10. R+Co

R+Co’s Bleu line 
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Throughout April, hair care model R+Co has been spotlighting sustainability by way of a collection of recent podcasts launched by way of its R+Co Talk Radio on Spotify.
The model additionally gives eco-friendly packaging for a few of its collections, together with its just lately launched R+Co Bleu line. The assortment’s packaging is constituted of one hundred pc post-consumer resin and constructed from recyclable bioresin sugarcane plastic. Each order additionally comes with a sheet of seed-embedded paper, which the shopper can plant to develop wildflowers.
R+Co’s different hair care merchandise are contained in 55 % post-consumer resin packaging. The model is dedicated to growing to one hundred pc quickly.
11. Ren Clean Skincare

Ren Skincare’s #WeAreAllies initiative 
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Ren Clean Skincare teamed with skincare manufacturers Biossance, Youth to the People, Caudalie and Herbivore for the #WeAreAllies sustainability marketing campaign for Earth Day 2021. The marketing campaign was a joint pledge throughout all manufacturers to supply recyclable or refillable product packaging by 2025. The joint marketing campaign was additionally meant to encourage different manufacturers to make the identical pledge.

12. Susanne Kaufmann

Susanne Kaufmann Cleansing Gel 
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Australian magnificence model Susanne Kaufmann furthered its sustainability initiatives this yr by launching a refill program for its three top-selling merchandise: Cleansing Gel, Hand Soap and Shower Shampoo. Customers should buy the three merchandise in a refill pack that’s made up of 75 % recycled supplies. The refills vary in value from $43 to $82.
“The magnificence business is reworking to fulfill the wants of a savvy shopper who’s trying for significant manufacturers,” Kaufmann stated in regards to the initiative. “They need to know the way their merchandise are made and the place they arrive from, and so they worth the significance of their influence on the setting. This means there may be an elevated significance and give attention to authenticity, belief, sustainability, inclusion, transparency, dedication and high quality.”
13. Tata Harper

Tata Harper Water-lock Moisturizer 
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Natural magnificence model Tata Harper is constant its partnership with Trees for the Future, a corporation that works with farmers throughout the U.S. to regenerate their land. Throughout April, the model will plant one tree for each product offered by way of the group, along with 10,000 bushes it planted for Earth Day. 
14. Tula

Tula Balancing Act Toning Pads 
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Probiotic-based skincare model Tula has furthered its dedication to sustainability this yr with a number of initiatives. The model partnered with TerraCycle to offer clients a straightforward approach to recycle their completed Tula merchandise and with Cloverly to supply carbon impartial delivery when clients place an order.
The model has additionally partnered with the Sustainable Forest Initiative and the Forest Stewardship Council to supply its cardboard packaging from responsibly managed forests.
This month, the model has made obtainable refill packs of its Balancing Act Biodegradable Toner Pads in order that clients can reuse their unique containers. The refills retail for $28 and the unique toner retails for $36.
Read extra right here:
Brooklyn Decker Teams With Buru on Sustainable Fashion Collection 
Sustainability and Diversity Are Parallel Issues — Here’s Why Fashion Can’t Recover Without a Fix for Both 
Shoppers Want Sustainable Features on Products and in Packaging 
WATCH: Can Fashion Influencers Be Sustainable? 

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