Being accountable is the name of the beauty game this year. More than a handful of beauty brands in India care not only for the ingredients we put on our body, but are also making sure that they are high quality, fair-priced, and sourced well. But to take their beliefs a step further, they are also thinking of the long-term impact their work has on the environment. We picked out five mainstream labels whose idea of sustainability involves taking care of empties, saving water, and packaging better. This Earth Day, choose well, do better, live consciously. Sustainable beauty is going to be the next big step to take this year.
A recent entrant into the Indian premium haircare market, Aveda is rooted in Ayurveda, and features natural, sustainable ingredients that are good for the hair and for the environment. The label’s most popular three new collections – Cherry Almond, Shampure, and Rosemary Mint are already a hit and now, the Sap Moss range is getting everyone curious. The good thing about them is that they are sustainably sourced, come with 100 percent Post Consumer Recycled PET packaging, and micellar technology to remove oil build-up leading to fewer hair washes. The label has also partnered with charity:water, an organisation that strives to provide clean water to communities in India, Nepal, Madagascar, and Ethiopia (the brand has supported clean water initiatives since 1999). A veteran in environmental responsibility, their annual Earth Month campaigns have raised over $60 million for environmental causes around the world.
Kiehl’s has supported initiatives to protect our environment by reducing plastic waste with their Recycle and Be Rewarded Campaign. On returning two empty bottles, you are eligible to get a travel size sample; returning four more bottles entitles you to get a Kiehl’s Lip Balm #1; and return of 10 bottles entitles you to a full-size product valued at up to of Rs 1,400.
The label also maximises the post-consumer recycled materials in their packaging, even going as far as to give reusable tote bags to customers while they shop. That, apart from working with sustainably-sourced and fairly traded ingredients whenever possible.
Protecting our precious ecosystem in the hills is the goal Pahadi Local is working towards. Right from packaging, to procurement, to using sustainable materials and pricing Pahadi Local does it all. The brand helps out with initiatives like re-plantation, orchard development, and ecology protection, and also makes great efforts to stay on the right side of sustainability with simple steps. Return any three Pahadi Local product containers (they will collect it from your doorstep) and as a token of gratitude, you will be gifted a 50ml Gutti ka Tel (Apricot Kernel Oil) on your next online purchase over Rs 1,500. Their hashtags #goodnessofthehills #pahadipreserve truly say it all.
M.A.C follows little steps to create awareness. The basic premise: If you take six empty M.A.C containers to any store for them to recycle, you’ll get free makeup – a lipstick colour of your choice. This is via the M·A·C Program that has had a great response. And you don’t even have to bring all of them together – just clock in whenever you get them so it tallies up. Best part: The brand accepts anything ‘primary packaging’, which means, lipstick tubes, lash cases, blush compacts, eye shadow pots, foundation tubes and bottles, and skincare bottles.
L’Occitane not only makes sure their products are made with sustainable resources, they also sell them in special refill packs that save you money and cut down on plastic waste. This year, the French beauty and well-being brand has also announced a major initiative in its commitment to the environment by signing a multi-year supply agreement with Loop Industries to replace all its plastic packaging with a 100 percent sustainable PET alternative. What does that mean? By doing so the label will increase its current recycled plastic content from 30 percent to 100 percent by 2025. They also accept empties of any brands as long as they are neat and clean.