Look Beyond The Label: Consumer Expectations For Sustainable Beauty
Demonstrating Excellence in Beauty Formulations and Packaging Craftsmanship
November 2024 – Cosmotalks 2024 at Cosmoprof Asia brought together an inspiring panel of industry leaders to explore the evolving landscape of sustainability in the beauty industry. The session, titled “Look Beyond the Label: Consumer Expectations for Sustainable Beauty,” shed light on key challenges, innovations, and opportunities in sustainable packaging, product design, and consumer behavior. Moderated by experts, the panel featured insights from Stephane Bulle (Meiyume), Jack Rogers (Walgreens Boots Alliance), Chrisanti Indiana (Sociolla), and Aik Lim (The Cosmetic, Toiletry, and Fragrance Association of Singapore).
Key Themes and Insights
1. The Importance of Data-Driven Sustainability
Stephane Bulle from Meiyume emphasized the importance of data in driving sustainable innovation. By leveraging tools like Meiyume’s Beauty Intelligence Platform, brands can measure key metrics such as carbon footprint, water usage, and energy consumption during the design and production phases. This data-driven approach ensures that sustainable choices are both measurable and impactful.
2. Evolving Consumer Expectations
Chrisanti Indiana, Co-Founder of Sociolla, highlighted the growing consumer demand for sustainable beauty solutions in Southeast Asia. Despite challenges like higher costs and limited availability, more than 50% of Asian consumers prefer sustainable packaging, with over 70% reducing their use of single-use plastics. However, affordability and efficacy remain critical barriers to adoption.
3. Refillable Packaging: A Promising Yet Complex Solution
The panel discussed the potential of refillable packaging as a game-changer for reducing environmental impact. While refillable solutions can significantly lower carbon footprints, their adoption depends on category-specific factors. High-value, frequently-used products, such as makeup and foundation, show greater potential for refillable options. As Stephane noted, “It’s not a one-size-fits-all solution—design thinking and adaptation are key.”
4. Challenges in Recycling Infrastructure
Chrisanti highlighted Sociolla’s “Waste, Don’t Be It” campaign, which collected over 80 tons of beauty waste in Indonesia. However, logistical challenges, such as transporting waste across vast island territories, underscore the need for more localized recycling infrastructure. These challenges are common in emerging markets, where infrastructure development has not kept pace with sustainability initiatives.
5. Addressing Greenwashing
Greenwashing remains a significant concern in the beauty industry. The panelists stressed the importance of transparency and authenticity in sustainability claims. Jack Rogers from Walgreens Boots Alliance shared that over-claimed benefits, such as biodegradability, can mislead consumers and harm brand trust. Brands must work closely with regulators and suppliers to ensure all claims are substantiated.
Emerging Trends in Sustainable Beauty
1. Sustainable and Natural Ingredients
Natural ingredients are becoming the entry point for many consumers into sustainable beauty. Post-COVID, consumers are more conscious of the products they use on their bodies, prioritizing “skinvestment”—investing in high-quality, sustainable skincare products.
2. Lightweight and Waterless Formats
Innovative formats, such as waterless shampoos and powders, are gaining traction as a way to reduce water usage and shipping emissions. However, consumer education remains vital to encourage broader acceptance of these innovations.
3. Localised Sourcing
Near-sourcing and regional production are gaining attention as strategies to reduce supply chain emissions. However, as Jack pointed out, the most sustainable solution depends on a holistic evaluation of logistics, production, and carbon footprint.
4. Consumer Education
Educating consumers is critical to driving the adoption of sustainable practices. Sociolla’s multi-faceted approach, including personalized product reviews and in-store recycling campaigns, demonstrates how retailers can inspire smarter shopping habits. Campaigns that encourage consumers to “use up before stocking up” and “try before buying” can reduce waste while fostering sustainability.
Conclusion: Collaboration is Crucial
The session concluded with a call for greater collaboration among brands, suppliers, and retailers. By sharing insights, aligning standards, and embracing innovation, the beauty industry can meet rising consumer expectations for sustainability while navigating complex challenges.
As Stephane aptly put it, “Every gram counts.” Whether through lightweight packaging, refillable solutions, or better consumer education, every step toward sustainability contributes to a more beautiful—and sustainable—future.
This thought-provoking session provided a roadmap for the beauty industry to navigate the sustainability journey, proving that the path to a greener future lies beyond the label.