In a regular column for Organic & Natural Business, Dr Mark Smith, Co-Chair of the Sustainable Beauty Council at the British Beauty Council and Director General of NATRUE, encourages retailers to get invovled in the forthcoming Natural Cosmetics Week.
In the ever-evolving landscape of natural beauty, sustainability isn’t just a buzzword—it’s a movement. As we approach the Natural Cosmetics Week, which begins on November 23, it’s crucial to reflect on the importance of ingredient transparency in the beauty industry. This initiative, championed by NATRUE, is more than a celebration; it’s a call to action for producers, manufacturers, distributors, and consumers alike to advocate for natural and sustainable beauty.
Today’s consumers are more informed and aware than ever. They not only seek products that promise efficacy, and beauty; they want to understand the journey each ingredient took to reach their jars and bottles. This growing demand for transparency in ingredient sourcing and labelling is reshaping the industry. Consumers want to trust that the products they use are not only effective but also ethically sourced and environmentally friendly. In fact, 80% of UK consumers agree that everyone has a personal responsibility to protect the environment[1].
Transparency in ingredient sourcing means more than simply listing ingredients on a label. It’s about creating a clear and honest narrative that reassures consumers about the integrity and sustainability of their products. This narrative must be understandable, non-confusing, and easily accessible. Everyone involved, from the collectors of the cosmetic ingredients to the final point of sale, play an important role in this process.
For instance, natural and organic beauty brands can effectively demonstrate their commitment to sustainable and ethical sourcing by certifying their cosmetic products. Obtaining certifications from reputable organisations can significantly increase consumer confidence. For example, the NATRUE label guarantees that the formulas of all products bearing the NATRUE label have been verified by an independent third-party certifier, ensuring they meet high standards of natural and organic ingredients. Highlighting such certifications on packaging, in-store and through marketing materials provides an instant assurance of quality and sustainability to shoppers.
Multiples, pharmacies, health and beauty retailers also play a crucial role in consumer education. Often, the first information consumers receive about a product comes from what they see in-store and online. As such, retailers and selling points have the power to place greenwashing-free products on their shelves, helping consumers avoid misleading and false claims. They can ensure that products use clear, science-based, verified claims, and that the label they display are truthful. Additionally, educating staff to answer questions and provide detailed information about products and certifications can help consumers make informed decisions, thereby improving their trust in the retailer.
Natural Cosmetics Week serves as an ideal platform for beauty brands, retailers, raw material suppliers, and any lover of natural and organic cosmetics to show their commitment to natural and sustainable beauty. NATRUE will be encouraging the beauty industry to promote and inspire the use of natural and organic cosmetics and to educate all those who wish to know more about the sector.
The collaboration between brands, retailers, and consumers is essential in driving this movement forward. By working together, they can ensure that natural and organic cosmetics are truly what they claim to be, paving the way for a more transparent and environmentally friendly beauty industry. Natural Cosmetics Week is a perfect occasion to highlight these efforts and inspire others to join the cause, making a tangible difference in the world of beauty.
Find out how you can join in by visiting www.natrue.org/natural-cosmetics-week
[1] https://store.mintel.com/report/uk-sustainability-in-beauty-and-personal-care-market-report-2022#:~:text=53%25%20of%20UK%20shoppers%20have,decant%20into%20their%20empty%20products
Article written by Dr Mark Smith, NATRUE”s Director General, and originally published on Organic & Natural Magazine (available here)