Trends with benefits: the beauty brands giving back
The UK beauty industry is worth £27 billion and is the seventh largest cosmetics market in the world. The pandemic has changed the way we buy products but it certainly hasn’t stopped us shopping. Selfridges reported that beauty was its strongest channel were during lockdown, with more appetite for ‘hero’ products and, essentially, a ‘buy less, buy buy better’ approach. And now? As we emerge from the darkest days of the pandemic and back into a brave new world, the Consumer Brands Association is reporting a 23% rise in sales of cosmetics from this time last year.
And the current mood is that we all want to know what’s in our products, and what they are giving back to the world. As such, beauty companies are becoming increasingly philanthropic, as well as steering towards more sustainable products, in packaging, formulations and reducing carbon footprint.
With donations from each of these products purchased going to a worthy charity, and with 100% recycled packaging, these beauty brands are doing their bit for the planet.
This highly-hyped serum (thanks to the buzz around fruit acid) is an industry icon. Natural, vegan and cruelty-free, for each one sold, $1 goes to The Trevor Project – the leading national organisation providing crisis intervention and suicide prevention services to LGBTQ young people under 25.
Rahua Enchanted Island Salt Spray, £32 for 124ml
A brand originating in the Amazon rainforest, this spray benefits from sustainably sourced rahua oil, produced by the Quechua-Shuar tribe. Every purchase supports the environmental work of The Pink Flamingos Project.
Made with coconut oil and avocado butter, this natural, vegan formula is free from palm oil and cochineal dye (ground up beetle). Axiology also donates 6% of its annual earnings to the Orangutan Foundation International.
The choice between scent and shade just got simpler. For every Strawberry #BringBackTheBees Lip Balm sold, 5,000 bee-friendly wildflower seeds are planted in partnership with the British Beekeepers Association.
Prioritising eco credentials, the brand’s top focus is sustainability, delivered through its ‘field to fragrance’ ethos that champions the use of raw sustainables from saffron to spiced herbs, wild moss, birch and patchouli. With 100% recyclable packaging, and solar energy powered production lines, the brand also gives back to the community – each fragrance includes a key sustainable ingredient that gives back to the farmers where ingredients are farmed from.
Encourages healthy skin through microcirculation-boosting massage, with the naturally derived oil and brush made from recycled resin. As of January this year, Aveda became 100% vegan. They have raised more than £745,000 for Water Aid, funding projects in Ethiopia, Nepal and India.