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Can beauty really be conscious?

March 07, 2021
Photography - Jared Rice
Contributer - Mallory McLane

The truth is, it starts with you

We wouldn’t be staying true to our moral codes if we didn’t start off by saying – nothing is perfect. What we can stand behind is that in knowing this, we do have it within our remit to change, adjust and make smart decisions that come from a place of understanding and learning as time goes by. This is also true of the beauty industry and the way both big brands and consumers play a part in it becoming more conscious.

One of the most dynamically developing industries, beauty is quite frankly sat at the intersection of fashion, science, medicine and aesthetics. Cosmetics and skincare aren’t exactly listed under Maslow’s hierarchy of needs, yet here we are calling new products on the market “must-haves”. Who are we kidding? We don’t need these things, but we sure do love the way they make us feel and that’s something.

Though still prepared to purchase new products, the consumer has become more conscious about how their consumption impacts the earth. What that means for brands is that they really need to get on board with what the consumer is after.

So, what makes a beauty brand conscious? Do they vouch for being cruelty free? Are they vegan? Organic? Halal? Is the packaging plastic free, biodegradable or is it actually recyclable? What does their carbon footprint look like? Are they contributing to global carbon emissions? These hard-hitting questions might seem like a lot to ask upon first glance, but when you take a minute to step back and think about it, what’s really more important – the world we’ll leave for our children, or that “must-have” shade of lipstick?

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