Trend Alert: Zero Waste Beauty

CATEGORY / Beauty & Wellness TAGS / beauty, no waste, sustainability, trend alert Fractals LAB / Jolie DATE / July 17, 2018

Trend Definition:

Sustainable beauty products and strategies aimed to reduce waste.

Trend History:

As consumers are more aware of environmental issues, both the beauty and the fashion industry are increasingly adopting eco-friendly initiatives. Investing in sustainable solutions not only increases brands’ reputation and trustability, but it’s also becoming a determining factor for deciding whether to purchase a product or not. In this context, companies are trying to reduce waste and minimizing their impact on the environment in many different ways. Some try to avoid plastic by switching to biodegradable versions of common products; Other are successfully finding solutions to eliminate packaging; and partnerships with initiatives such as Green Circle Salons and Sustainable Salons are helping hair salons to reduce their carbon footprint, while also saving money (Kevin Murphy’s Green Salon Project is a good example of that).

Trend Evidences:

Lush took the eco-friendly packaging trend a step further with the launch of its Naked products, in which some of its top formulas have been transformed into solid forms that can be sold without any packaging. That makes possible for the company to stop producing millions of bottles every year. Recently, they even opened the world’s first naked store in Milan, where they only sell packaging-free products.

Bio Glitz created an eco-friendly alternative to glitter, which is highly trendy but comes from plastic and so damages the environment. Their version is, on the contrary, made from the cellulose of eucalyptus trees and 100% biodegradable.

Danish makeup company Kjaer Weis is one of the top brands investing in eco-packaging, since all their products, from lipsticks to mascaras, are refillable (also: refills are sold in compostable paper envelopes).

Ethique proposes a range of solid, vegan beauty bars derived from natural sources. Not only they are supposed to last longer than liquid products, but they come in 100% biodegradable packaging.

Axiology’s lipstick tubes are made from recycled alluminium, while Zao’s makeup products are all packaged in bamboo and derived from bamboo themselves. Furthermore, the majority of them are refillable, too.

On Google, searches for “zero waste beauty” almost doubled in the last couple of years, according to Google Trends Data.

While articles featuring the best eco-friendly beauty options are popping up around the web, you can check out more evidences here and here.

zerowasteHave you spotted a growing beauty trend? Tell us at and you could become a coolhunter for Jolie!

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