Consumers are becoming increasingly aware of the ‘going natural’ trend, with almost 50% buying natural beauty products and a further 8% wanting to. The trend is dominating the beauty market and looks set to continue to grow. We look at how this move in the sector has come about.

Thanks to a rise in environmental awareness, its profitability and new global principles, sustainable beauty is becoming a significant concern for brands and consumers alike. As consumers become more health and environmentally sensitive, it’s becoming ever more critical for brands to make use of sustainable formulations in their beauty care products.

Change is happening – and change can be good – especially for the cosmetics industry. More personal care brands are finding new ways to implement sustainability into their products and consumers are paying more attention to their beauty buying habits. Research from Canadean reveals 51% of consumers globally say their beauty and grooming product choices are often or always influenced by how environmentally friendly and socially responsible the brand is.  

However, what are brands doing about it? Whether it’s ethically sourcing ingredients or using ethical production methods, beauty brands are looking to make the world of cosmetics a little more beautiful. And consumers love it.

If you’re looking to tap into this deep-seated trend, you can rely on Cornelius. Our Principals are serious about sustainability and have implemented many initiatives to ensure their ingredients are ethically sourced. 

BASF, a leading Cornelius Principal and active member of the Roundtable on Sustainable Palm Oil (RSPO) promotes market transformation towards specific sustainable palm oil products and now have virtually all of their personal care offer based on the mass balance model for sustainable palm and PKO (palm kernel oil)

Palm oil is present in almost half of the products we buy and consumer awareness around its sourcing is increasing. Brands that address how and where they source palm oil early on are more than likely to benefit. Companies that take the initiative to source sustainable palm oil will probably outlast their current consumer base and even make themselves more attractive for investors. In fact, this type of investing, known as ‘sustainable and responsible impact investing’ (SRI) is on the rise. Between 2014 and 2016, SRI in private enterprise rose by 33 per cent. In short, investors want to do business with entities that value ethics and environmental soundness. 

Ronald Britton, another of Cornelius’ key Principals, is targeting the current consumerobsession with glitter. Its new biodegradable product Bio-glitterÒis produced from sustainable sources such as eucalyptus trees and is 30% softer than plastic glitter. Comprising of biodegradable elements means the glitter is certified compostable, and leaves minimal or no trace in the natural environment. Unlike its plastic counterpart, Bio-glitter is consumed by microbes and turned into carbon dioxide, water and biomass. Offering the same highly reflective properties as a conventional PET glitter, Bio-glitter can be incorporated into many personal care applications such as eyeshadows, lipsticks, and is a beauty staple for festival goers.  

More brands are implementing sustainability into their marketing strategies, which is vital if you want to appeal to eco-minded customers. Unilever, for example, has made sustainability a large part of their marketing and business strategy. The consumer goods blue chip company is a founding member of The UK Plastics Pact, which aims to transform the plastic packaging system in the UK and their marketing and advertising campaigns are a powerful force for behaviour change. For example, their ‘Comfort One Rinse’ campaign explains to consumers that they only need one bucket of water for rinsing clothes rather than three, helping them to save water. Their website is also filled with updates on their sustainability performance in real time. Businesses that create their own environmental narrative will get ahead, but businesses that communicate these stories can reach even higher levels of visibility, gain a competitive edge and thus enhance long-term profitability.  

Cornelius supplies sustainable products, and more, exclusively in the UK. For more information on products or partners mentioned, please contact the Cornelius Care UK team for product samples and technical information on +44 (0) 1279 714 300.