Un ever cleaner and more environmentally friendly beauty: iThe annual World Vegan Day is celebrated on 1 November 2022 in which beauty also participates. In fact, more and more people, even if they do not follow this philosophy, choose vegan beauty while the brands increasingly attentive to the environment and sustainable.
Vegan beauty, the evolution of cosmetics
Being vegan is a philosophy of life that has also embraced the cosmetic world in recent years. The premises were already there in 2021, when the year began with two initiatives on social media, # veganuary2021 And #veganuary they have registered tens of thousands of visits. And now they have been confirmed. It is therefore not just a trend of the moment, far from it. The demand from the public for brands that take the environment and animals into consideration has increasedespecially in recent years.
The beauty brands below
An awareness matured over time: “Consumers today are looking for products that represent the values they believe in. For this the line & Other Stories Vegan and Natural, launched last year, it is registered with the Vegan Society – the first and original vegan organization in the world – and is entirely produced in Sweden, in order to guarantee the maximum possible sustainability as well as direct control by the brand on the production process. The packaging has been carefully studied to best preserve the different formulations and, at the same time, guarantee the lowest possible environmental impact. Mostly made up of PCR-certified recycled plastic bottles, the line also includes aluminum packaging – a material that can be recycled indefinitely – and glass, also chosen for possible subsequent recycling “he explains. Rocky af Ekenstam Brennicke, Brand & Creative Director of & Other Stories.
The vegan beauty revolution
A turning point, that of beauty towards the vegan world, particularly felt especially in Northern Europe; not by chance Lotte Tisenkopfa-Iltnere, founder of Mádara Cosmetics he states: «Lithuania is a completely green territory, it is normal to have a close relationship with nature and take care of it. This is why all of our products, except for a couple that contain lanolin and beeswax, are all certified vegan ».
An approach that over time is also conquering Southern Europe «In 2020 we inaugurated a new era for Nuxe with the Bio line. Our first goal was not only to reduce the presence of water in the formulas but also to control the geographical origin of the plants, so as to combat biopiracy. Choose local producers and bio-sustainable supply chains that use all the latest green technologies, as well as studying formulas without ingredients of animal origin or tested on them in order to be registered with The Vegan Society “they explain by Nuxe.
What does “beauty vegan” mean
So what does vegan beauty mean? «Vegan cosmetics does not only indicate brands that use exclusively natural or organic ingredients, as long as they are not of animal origin. In fact, in the vegan formulations there are also those of synthetic origin” explains Lotte Tisenkopfa-Iltnere.
This is green chemistry, that is create “green” formulas that avoid a negative impact on the environment, which is why they are biodegradable and reduce the use of pollutants. A choice that, in addition to the environment, is also good for the skin and hair.
“By eliminating ingredients not only of animal origin, but also all those harmful to the skin, vegan cosmetics is particularly suitable for sensitive and reactive skin, but not only: plant active ingredients are an excellent source of vitamins, minerals and antioxidants, essential to keep the skin healthy and young for longer»Specifies Chiara Cesaro, Beauty Expert of Douglas Perfumeries.
The importance of packaging
A support for the environment that also passes from packaging, created with recycled raw materials and infinitely recyclable.
“We use recycled glass for our jars and for the production of 50ml ones, we have a 30% reduction in the impact on climate change compared to the traditional jar” say the Nuxe experts and to which it echoes Grace Min, founder of the luxury vegan brand Dear Dahlia.
«Another fundamental commitment that I have made is the one with the environment. Instead of relying only on easily accessible ingredients, we continuously and consciously innovate, using organic ingredients based on minerals and vegetables certified by USDA, ECOCERT and COSMOS ».
Also reduce CO2 emissions
But also «all CO2 emissions caused during our production and assembly are controlled. To compensate we plant every year in South America as many trees as the emission of carbon footprint (parameter that is used to estimate the greenhouse gas emissions caused by the production of a product, ed) “Specify from Maria Nilaa Swedish company of 100% vegan and cruelty-free haircare and that on the occasion of World Vegan Day will donate its help in defense of sloths, improving their health conditions so that they can be released into the wild.
Vegan cosmetics, how to recognize and choose it
A new cosmetics, therefore, which also requires a new language. Entries such as “vegan”, “veganOK” or “V” have appeared on the packs and are evidence of the birth of a new and precise language.
Self vegan and cruelty-free often go hand in handin fact a vegan product is never tested on animals, the opposite is not said: “Cruelty-free” is not synonymous with veganas in a cruelty-free formulation there may be ingredients of animal origin.
The latter feature has become essential for consumers: a survey conducted by Foreo, a Swedish brand dedicated to skintech, has in fact shown that 62% search for this wording on packs, so much so that it has placed it in first place among the requirements that cosmetics of the future must have. Next also “Natural certified” which certifies the presence of not less than 95% of ingredients of natural origin.
How to stimulate customers to vegan beauty?
«So that for the customer is easier to make informed choices, we are looking into the possibility of calculating the carbon footprint of each of our products “they explain Booming_Boba Malmö brand that supports WWF and creates botanical lines for skin care, completely water-free and based on nourishing oils, waxes and extracts.
While Foreo has met the requests of customers who want a more natural and “home” skincare routine, as demonstrated the 233% increase in searches made online by users. It recently launched Imaginationthe vegan beauty base to create a do-it-yourself face mask adding fresh ingredients such as honey, yogurt or avocado, which you have at home.
Initiatives, attentions and innovations that cosmetics has embraced and is embracing to take better care of the planet.
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