Going Clean And Green... or Faking It? Meet The Actors On The Eco-Beauty Stage
- Jennifer Boulet
- Feb 1
- 16 min read
Updated: Feb 3
A Deep Dive Into The Claims Behind “Clean Beauty,” “Eco-Friendly,” and “Sustainable” Brands.
Just call me “Alice”...
Deep down another rabbit hole this week, I found myself musing the increasingly common lack of transparency in so-called “sustainable skincare” and "clean beauty."
Proof of claims? We don’t need no stinkin’ proof of claims. Or do we?
Some beauty brands (rare birds) fully embrace and embody sustainable practices. They’re not perfect, but they’re evolving—straightforward about what they do and why they do it.
Others wave the “eco-friendly,” “sustainable,” “non-toxic,” “vegan” flags like they’re trying to stop traffic on an LA freeway, amping up the clean and green hype at every turn. But are they living these values? Mmmmm, questionable.
If you’re a beauty brand founder or part of a marketing team, you’ve probably felt the pressure to showcase your company’s planet-friendly side. Yet, behind the scenes, you might wonder which claims hold water and if your audience is savvy enough to spot the difference between real sustainability and lip service.
Especially if your target audience includes women over 40 with both the buying power and the keen eye to call you out.
So let’s talk about it:
What makes a brand “sustainable” or “eco-friendly”? What is “clean beauty,” anyway? And how do you move your brand toward claims you can proudly back up? Let’s dive in.
The Woman Gets What She Wants
The numbers don’t lie.
Women over 40 care about supporting beauty brands that are sustainable, eco-friendly, and socially responsible:
70% of women 45+ seek out brands reflecting their personal ethics, from eco-conscious formulas to fair labor practices. (AARP, 2022)
69% of women between 40 and 60 would pay a premium for refillable or reusable packaging options; refill stations and closed-loop programs could see a 30% surge in popularity among Gen X consumers over the next year. (Euromonitor, “2024 Sustainable Beauty Forecast”)
62% of women aged 45+ plan to increase spending on sustainable or eco-friendly products; brands emphasizing “clean,” “green,” and transparent supply chains are projected to grow 7–9% faster than the overall market. (Mintel, “2024 Global Beauty & Personal Care Outlook”)
57% of female respondents aged 40+ say beauty brands should do more about sustainability; 44% have boycotted at least one brand over misleading “green” claims or questionable supply chain practices. (Mintel, 2023)
Search Engine Journal’s Eco-Consumer Insights (2024 Edition) predicted a 40% increase in year-over-year searches for “sustainable skincare” and “ethical sourcing.”
For brand leaders, the takeaway is clear: If you’re not embodying these values, you risk losing out on a high-value market share.
Yet simply populating your marketing and packaging with “sustainable” and “eco-friendly” icons won’t cut it. Because consumers are savvier than ever.
And they’re ready to call you out.
Meet The Actors On The “Eco-Beauty” Stage
So, who are the actors on the eco-beauty stage?
Brands tend to fall into one of three categories:
The Mission-Driven Innovators
You know who they are—the ones weaving sustainability into every aspect of their business, from product sourcing and formulation to packaging materials and shipping methods.
Their brand story is mission-driven. Eco-conscious at every opportunity.
And they’re candid about their ingredient choices, sharing everything from raw material sourcing to the final formulation process.
If you aim to join these innovators, you’ll need a transparent supply chain, ethically sourced ingredients, genuinely recyclable or compostable packaging, and an openness to evolving as greener technologies emerge.
The Accidental Good Guys
Sometimes, a brand unintentionally stumbles into “eco-friendly” territory. Maybe a formula worked better without a certain chemical, or a supplier happened to be certified organic.
Then the marketing team realizes, “Hey, our stuff is actually vegan and non-toxic—let’s highlight that.”
Their transparency might not be front and center at first, but they often have an opportunity to cultivate it as part of their growing green story.
There’s nothing wrong with this route, but if you want to gain real traction with consumers, it might be time to get intentional about your brand values and initiatives...
... Starting with a review of your current formulations and packaging.
The Straight-Up Imposters
In an effort to catch the green wave, some brands are peppering their packaging and marketing with “eco-friendly” and “clean beauty” claims...
... With limited regard for the truth.
Sure, this approach might give you a short-term sales boost, but today's consumers are savvy.
When they catch on (and they will), your brand’s reputation can suffer irreparable damage:
Think viral boycotts, social media outrage, and a lasting loss of trust.
Eco-What? Understanding The Claims:
Confused by all the labels and claims? You’re not alone.
Terms like “eco-friendly” and “organic” often overlap, making it challenging to figure out which ones fit your brand.
So, let’s break down some of the most common green labels and get familiar with the certifying bodies that back them up:
 | Eco-friendly:
Practices are designed to minimize environmental harm, whether lowering a product’s carbon footprint, using fewer resources, or ensuring responsible waste disposal.
Certifications: Green Seal (assesses product life cycles), ISO 14001 (environmental management), and Cradle to Cradle (evaluates a product’s entire life cycle sustainability). |
 | Sustainable: Uses resources in a way that doesn’t undermine the ability of future generations to meet their own needs. Often involves fair labor, ethically sourced materials, and minimal waste. Certifications: Rainforest Alliance, Fair Trade, B Corp (holistic social and environmental performance). |
 | Non-Toxic: Is formulated without chemicals known to be harmful or hazardous. The term can be subjective, so clarity matters—be specific about which toxins you’re avoiding. Certifications: EWG Verified (checks ingredients against rigorous safety criteria). |
 | Vegan: Contains zero animal-derived ingredients—goodbye beeswax, lanolin, collagen, or carmine. Certifications:Vegan Society and Vegan Action. If your brand is also cruelty-free, be sure to mention that. |
 | Cruelty-Free: It is not tested on animals at any point in production or formulation. Certifications: : Leaping Bunny, PETA’s Beauty Without Bunnies. An official logo is more convincing than a vague brand statement. |
 | Organic:
Ingredients are grown without synthetic pesticides or fertilizers. Not all components are strictly agricultural in beauty, so this can get murky.
Certifications: USDA Organic (in the U.S.), EcoCert, or COSMOS (in Europe). Standards vary by region, so do your homework. |
 | Clean:
Generally free from a list of “controversial” ingredients (like parabens, phthalates, sulfates). However, there’s no single regulatory definition for “clean.”
Certifications: Retailer-specific standards like Credo Beauty’s Clean Standard or Sephora’s Clean at Sephora. |
 | Zero-Waste: Aims to eliminate landfill-bound waste at every step—from manufacturing to packaging disposal. This could include refill programs or compostable packaging. Certifications: Zero Waste International Alliance or brand-specific closed-loop programs vetted by third parties. |
 | Carbon-Neutral: Balancing or offsetting carbon emissions by funding equivalent reductions elsewhere (e.g., renewable energy projects, reforestation) or drastically cutting emissions. Certifications: CarbonNeutral® by Climate Impact Partners, or PAS 2060 compliance for carbon neutrality. |
So, there you have it—a decoder ring for the most common green labels.
But who are the Mission-Driven beauty brands living these values?
Here are a handful of standouts:
Beauty Brands Leading The Way
So, who are the mission-driven innovators leading the way—or at least making their way—in the sustainable and clean beauty space?
Here are a few standouts
ILIA Beauty
Website: https://iliabeauty.com
Founder: Sasha Plavsic (co-led with brother Zac)
What They’re Known For: Seamlessly merging skincare and makeup—think cult-favorite SPF-packed skin tints and multi-use, skin-loving color cosmetics.
Why It’s Eco-Friendly:
Skin-Centric, Clean Formulas: ILIA’s stance is that not all naturals are good, and not all synthetics are bad. They champion active levels of skincare ingredients (like SPF and nourishing botanicals) while avoiding questionable additives.
Sustainable Packaging & Recycling: Emphasizing recycled aluminum, glass components, and responsibly sourced paper, ILIA is just as focused on end-of-life solutions. They partner with Pact Collective to keep empties out of landfills, offering a mail-back recycling program for up to 10 empty products at a time.
Protection & Performance: A core belief is that SPF boosts the efficacy of skincare actives by up to 200%, making sun protection a cornerstone of ILIA’s “makeup that behaves like skincare.”
Founding Story with a Health-First Twist: Sasha’s brother, Zac, overcame severe asthma and allergies through natural, homeopathic remedies, sparking the family’s deep interest in holistic health. Shocked by conventional lip balm ingredients, Sasha developed a safer, equally effective formula—launching ILIA in 2011.
“Better Is A Balance” Philosophy: ILIA pushes for constant innovation, aiming to raise the bar on clean beauty without sacrificing color payoff, wearability, or sustainability.
By weaving together active skincare technology, planet-friendly packaging, and a back-to-basics ethos, ILIA demonstrates that highly pigmented, everyday makeup can also deliver environmental responsibility and skin nourishment in equal measure.
RMS
Website: https://www.rmsbeauty.com
Founder: Rose-Marie Swift
What They’re Known For: Pioneer of the clean beauty movement since 2009, famed for the Living Luminizer and cream-based color products that feature raw, food-grade, and often organic ingredients.
Why It’s Eco-Friendly:
Clean Ingredients with a Twist: While RMS relies on certified organic, wildcrafted, and naturally derived actives, they acknowledge some synthetics are necessary for certain shades or textures—provided those ingredients meet their rigorous safety standards (EWG rating of 3 or lower, among others).
Conscious Packaging: Many RMS products come in reusable or recyclable glass jars. Newer innovations incorporate PCR (post-consumer recycled) plastic and refillable packaging, drastically reducing virgin plastic use. Their Eyelights Cream Eyeshadows come in aluminum tubes, which are easier to recycle than traditional plastic.
High-Transparency Ethos: RMS discloses every ingredient, including fragrances (which are never synthetic). They ban over 2,700 ingredients—far exceeding U.S. regulations—and follow EU, Canada, and Credo standards for cleaner beauty.
A Mindset for the Future: As part of the PACT recycling initiative, RMS encourages customers to drop off hard-to-recycle empties at local collection points. The brand also works to recycle or upcycle discontinued acrylic displays in-store, reflecting a commitment to circular solutions.
By blending a health-first mentality with next-level performance and mindful packaging, RMS demonstrates that “clean beauty” can be both innovative and sustainable—proving that safer formulas, top-notch performance, and environmental responsibility can all coexist in a single jar.
OSEA Malibu
Website: https://oseamalibu.com
Founder: Jenefer Palmer
What They’re Known For: Ocean-inspired, seaweed-infused skincare packaged in recyclable glass. Pioneers of “clean” beauty since the mid-1990s.
Why It’s Eco-Friendly:
Vegan & Cruelty-Free: OSEA has always been vegan and cruelty-free, certified by PETA and Leaping Bunny. Their commitment to animal welfare is a foundational aspect of the brand.
Sustainable Sourcing: Seaweed is at the heart of OSEA’s formulas, chosen for its nutrient density and regenerative properties. They source it ethically from various regions worldwide, ensuring it’s replenished responsibly.
Climate Neutral & Ocean Positive: OSEA invests in carbon offsets, committing to remove more carbon than they create. Beyond being Climate Neutral Certified, they’ve partnered with SeaTrees to support coastal restoration and protect marine ecosystems.
Glass-First Packaging & Low-Waste Initiatives: From day one, OSEA chose glass over plastic for most products. This infinitely recyclable material aligns with their low-waste ethos. They also offer a local recycling program at their Venice Skincare Studio, incentivizing customers to return empties for proper disposal.
Advocacy & Transparency: OSEA was the first company to sign the Environmental Working Group’s Campaign for Safe Cosmetics, championing stricter regulations and consumer protection. Their “free of” list and ingredient disclosures reflect a decades-long commitment to clean, safe formulations.
By marrying ocean-sourced actives with earth-friendly packaging and a staunch devotion to cruelty-free, OSEA exemplifies how a brand can uphold the highest environmental standards—and still thrive in the competitive beauty landscape.
Everist
Website: https://helloeverist.com
Founders: Jayme Jenkins & Jessica Stevenson
What They’re Known For: Waterless shampoo and conditioner concentrates—“haircare meets skincare”—packaged in endlessly recyclable aluminum tubes.
Why It’s Eco-Friendly:
Formulation: By removing water from their formulas, Everist drastically cuts down on shipping weight and packaging size. In turn, this reduces overall carbon emissions. Their plant-based products are free from parabens, sulfates, silicones, dyes, synthetic fragrances, and other “forever chemicals” that can linger in water systems.
Packaging: After researching metals traders and municipal recycling experts, the founders chose aluminum for its lightweight and infinitely recyclable qualities. Aluminum can be melted down at high temperatures and reused in a true closed loop, without losing quality—unlike plastic.
Manufacturing & Materials: Everist ships products in 100% recycled paper boxes and avoids plastic-based labels, making the entire unboxing experience recyclable. This minimizes the trash that ends up in landfills or oceans, aligning with their mission to reduce plastic waste in the beauty industry.
Transparency & Innovation: Jayme and Jessica emphasize ingredient safety and responsible sourcing. They’re actively testing new ways to lower water and energy usage—proving that future-focused beauty is about constant innovation and honest communication with consumers.
By championing waterless formulations, aluminum packaging, and ingredient integrity, Everist challenges traditional beauty norms—showing that low-waste, eco-conscious products can also deliver top-notch results.
BYBI
Website: https://bybi.com
Founders: Elsie Rutterford & Dominika Minarovic
What They’re Known For: Glow-boosting skincare with minimal carbon impact, often packaged in sugarcane-derived bioplastic or glass.
Why It’s Eco-Friendly:
Manufacturing: BYBI produces everything in the UK, requiring all third-party manufacturers to have strict recycling policies and fair labor practices. They’re also testing an in-house production model for certain products (like their Blueberry Booster) to reduce water, energy use, and carbon emissions—while providing fair wages.
Packaging: Embraces grass paper for shipping boxes and tissue, drastically cutting water, energy, and carbon usage compared to traditional pulp. Uses glass wherever possible (about 70% of packaging) for infinite recyclability, plus sugarcane-based bioplastic for products where glass isn’t practical. BYBI also offers a circular recycling scheme for select empties, ensuring bottles can be sterilized and reused.
Ingredients: Prioritizes renewable, ethically sourced botanicals, with a custom BYBI Green Score to grade each formula on sustainability. They even partner with a supplier specializing in upcycled ingredients—reclaiming fruit byproducts that would otherwise be discarded—to formulate products like their Strawberry and Blueberry Boosters.
By focusing on transparency in every step—from labor conditions and wage requirements to ingredient sourcing and packaging disposal—BYBI exemplifies a continuous evolution toward lower impact, higher accountability, and genuine eco-innovation.
Clearstem
Website: https://clearstem.com
Founders: Danielle Gronich & Kayleigh Christina
What They’re Known For: Tackling the dual challenge of acne and aging with non-toxic, “clean” formulas—a niche that resonates with women over 40.
Why It’s Eco-Friendly:
Ingredient Integrity: Clearstem is laser-focused on removing harsh, potentially hormone-disrupting chemicals. Their “pore-clogging ingredients checklist” offers transparency on what isn’t in their products, helping consumers feel confident about safety.
Cruelty-Free & Clean: The brand avoids artificial fragrances, dyes, and fillers, prioritizing skin health and minimizing environmental impact.
Holistic Education: Clearstem’s founders frequently share insights on the connection between personal health and eco-friendly choices—empowering customers to consider their broader impact on the planet.
By bridging acne-fighting and anti-aging solutions in a conscious, cruelty-free line, Clearstem underscores how genuine ingredient-first strategies can support both consumer well-being and the environment.
Tata Harper
Website: https://tataharperskincare.com
Founder: Tata Harper (co-led with Henry Harper)
What They’re Known For: Luxury, farm-to-face skincare meticulously formulated and packaged on an organic farm in Vermont—no shortcuts, no outsourcing.
Why It’s Eco-Friendly:
Farm-to-Face Ethos: Tata and her team do everything themselves—ingredient selection, formulation, small-batch production—all on their 1,200-acre Vermont farm. This vertical integration allows complete control over quality and purity at every step.
Clean Ingredients & No Toxic Trade-Offs: After a family health scare, Tata realized how many everyday products contain potentially harmful ingredients. The brand’s promise? 100% natural, non-toxic, and results-driven, without compromising on luxury or efficacy.
Glass-First Packaging: The majority of Tata Harper’s packaging is glass, which is infinitely recyclable and derived from natural raw materials. For the small amount of plastic needed (like tubes), the company prioritizes sugarcane-derived resin—reducing reliance on petroleum.
Female Scientists in the Lab: Tata Harper’s R&D team is powered by women chemists who’ve pioneered breakthroughs in natural preservatives and emulsifiers. Their work ensures the brand’s complex formulas deliver high performance without synthetic shortcuts.
By bringing every step—from raw ingredients to final bottling—in-house, Tata Harper underscores a core belief: true sustainability and clean beauty require complete transparency and a refusal to compromise on ethics or efficacy.
True Botanicals
Website: https://truebotanicals.com
Founder: Hillary Peterson
What They’re Known For: Luxurious skincare that’s MADESAFE® certified, clinically proven to rival conventional “anti-aging” lines—without compromising human or environmental health.
Why It’s Eco-Friendly:
Clean, Bioholistic Formulations: After a personal cancer diagnosis at 32, Hillary sought a way to deliver clinically proven, high-performance results using plant-based, non-toxic ingredients. The brand prioritizes organic, wild-harvested, and regenerative-farmed actives, ensuring maximum potency with minimal environmental impact.
Responsibly Packaged: All products are housed in recyclable glass with PCR (post-consumer recycled) closures. They also use FSC-certified paper for cartons and have set a 5-year goal to achieve fully recyclable packaging (including closures).
MADESAFE® Certified: True Botanicals rigorously tests and vets every product to meet MADESAFE® standards, guaranteeing no known harmful chemicals or endocrine disruptors slip through.
Thoughtful Supply Chain: From ingredient sourcing to final packaging, the brand’s sustainability ethos drives decisions—proving that “effectiveness + eco-responsibility” can go hand in hand.
By merging luxury, green chemistry, and clinically validated performance, True Botanicals stands out as a brand that proves you don’t have to choose between results and a deep respect for personal and planetary health.
Farmacy Beauty
Website: https://www.farmacybeauty.com
Leadership: Founded by David Chung, supported by a team of women scientists and farmers
What They’re Known For: Farm-sourced, science-backed formulas—think “Green Clean” cleansing balm and honey-infused products (like “Honey Potion”) that blend natural botanicals with potent actives.
Why It’s Eco-Friendly:
Conscious Formulation & Earth-Friendly Packaging: Farmacy is known for leaving out parabens, sulfates, phthalates, and other harsh ingredients. Packaging choices focus on minimal plastics, using recyclable materials where possible.
Fighting Food Waste & Food Insecurity: Through a partnership with Feeding America, Farmacy commits to donating 3 million meals in 2024—totaling 7.5 million meals to date. Their mission extends beyond skincare to help address hunger and reduce food waste.
Ingredient Transparency & Cruelty-Free: All products are cruelty-free, and the brand emphasizes farm-to-face traceability—working closely with local farms to ensure ethical sourcing and quality control.
Holistic Responsibility: By promoting social justice, clean formulas, and environmental stewardship, Farmacy proves that successful beauty doesn’t have to come at the planet’s expense.
By uniting earth-conscious packaging with a strong pledge to feed communities in need, Farmacy goes beyond traditional “clean beauty”—redefining how a skincare brand can make a tangible impact on both personal and planetary well-being.
Ethique
Website: https://ethique.com
Founder: Brianne West
What They’re Known For: Plastic-free hair and body bars—eliminating the need for traditional bottles without compromising performance.
Why It’s Eco-Friendly:
Packaging That’s 100% Compostable: From the shampoo and conditioner bars themselves to the labels and boxes, everything breaks down within 12 months in home compost—keeping waste out of landfills and oceans.
No Microplastics, No Gimmicks: All formulas are free of microplastics and harsh chemicals. Ethique sources clean, plant-based ingredients through verified sustainable supply chains, ensuring minimal environmental impact.
High-Scoring B Corp & Climate Action: Ethique consistently ranks among the top-scoring B Corps worldwide, reflecting its deep commitment to social and environmental performance. They also plant a tree for every order, having surpassed 700,000 trees planted to date.
2% for Impact: Beyond standard corporate philanthropy, Ethique donates 2% of every sale directly to environmental and social charities each year, driving positive change across multiple sectors.
Local Manufacturing & Smarter Shipping: By carefully tracking and reducing emissions—from production to distribution—Ethique proves that sustainable scaling is possible when it’s baked into every step of the business.
Through innovative bar formats, compostable packaging, and industry-leading environmental commitments, Ethique demonstrates that effective, salon-quality haircare can come with a lighter footprint—and a bigger social impact.
Nudestix
Website: https://www.nudestix.com/
Founders: Sisters Ally & Taylor Frankel, along with their mother, Jenny Frankel
What They’re Known For: Minimalist, multi-use makeup sticks—“go nude but better.” Nudestix embraces the idea that less is more, crafting effortless looks with a handful of versatile crayons for eyes, cheeks, and lips.
Why It’s Eco-Friendly:
Clean Formulations & Vegan Options: All products are paraben-free, gluten-free, cruelty-free, and many are vegan. Ingredients are chosen to enhance natural beauty without relying on unnecessary additives, aligning with a more conscious beauty routine.
Reusable Tin Packaging: Instead of standard cardboard or plastic, Nudestix packs their products in chic metal tins, each featuring a built-in mirror. The tins are meant to be reused or repurposed—offering a more sustainable alternative to single-use packaging.
Family-Driven, Female-Led Mission: Co-founders Jenny (a chemical engineer and veteran product developer), Taylor, and Ally share a passion for simplified beauty that doesn’t compromise on performance. Their forward-thinking approach caters to a generation increasingly concerned about sustainability and clean ingredients.
Global Community of #BabeBosses: Nudestix fosters an inclusive, eco-conscious community by promoting “#nudebutbetter” looks that celebrate everyone’s natural features. Their brand message revolves around confidence, authenticity, and respect for both skin health and the environment.
By combining skin-loving formulas, cruelty-free policies, and portable, reusable packaging, Nudestix shows that going “nude” with makeup can also mean going greener in the beauty world.
Your Partner In Clean: Working With Ethical Skincare Formulators
For founders and product developers, partnering with a formulator who shares your mission is crucial—whether you’re scaling a billion-dollar brand or launching a nimble startup.
Here are a few reputable formulators known for their commitment to clean, sustainable beauty:
RainShadow Labs (USA) Specializing in private label and contract manufacturing for natural, organic, and clean skincare products, RainShadow Labs is a pioneer in sustainable formulations and small-batch production.
As one of the largest contract manufacturers in the beauty space, Mana Products offers the expertise and resources to develop clean, sustainable formulations at scale without compromising on quality.
Bridging biotech and green beauty, Delavie Sciences focuses on cutting-edge probiotic skincare. Their innovative approach makes them ideal for brands seeking performance-driven, scientifically advanced formulations.
Cosmetic Solutions Innovation Labs (USA)
As a globally recognized contract manufacturer, Cosmetic Solutions excels in both high-volume production and boutique innovation. Their rigorous quality control and scalable processes serve billion-dollar brands without compromising the needs of startups.
Botanical Formulations (Canada)
This Canadian specialist leverages native plant actives with a “white-glove” formulation service, delivering high-quality, clean products deeply rooted in local sustainability.
Unboxing Sustainably: Choosing An Eco-Packaging Supplier.
Packaging is your brand’s first impression—and its final shot at sustainability.
Remember when everything came wrapped in non-recyclable plastic? It’s time to flip the script. For eco-minded consumers and online brands alike, smart, sustainable design is a total game-changer.
Here are a few suppliers who may be able to give your brand a greener edge.
U.S. Suppliers
Eco Vision Packaging What’s New? Sugarcane-based plastics that biodegrade under the right conditions—cutting fossil fuel usage and reducing carbon emissions.
Elevate PackagingWhat’s New? Fully compostable boxes, labels, and even inks. Ideal for brands aiming for near-zero waste, Elevate Packaging helps you achieve a highly sustainable end-of-life product solution.
SKS Bottle & Packaging What’s New? A robust lineup of PCR (Post-Consumer Recycled) plastics and glass options. Their latest airless pumps use recycled components—ideal for skincare lines needing extended shelf life.
Berlin Packaging What’s New? With a strong focus on sustainable design, Berlin Packaging offers an extensive range of eco-friendly glass and recycled plastic options that help reduce the environmental impact of your product packaging.
O.Berk Packaging What’s New? Known for its broad portfolio, O.Berk provides sustainable packaging solutions tailored for beauty brands—from recyclable containers to innovative, eco-conscious design options.
MJS Packaging What’s New? Specializing in eco-friendly packaging solutions, MJS Packaging offers a variety of sustainable options, including materials with reduced carbon footprints and a focus on recyclability.
Canadian Suppliers
Greenpack What’s New? Partners with brands on refillable and returnable container programs—a “milkman model” for skincare that can boost consumer loyalty with circular solutions.
Cascades What’s New? As a leading Canadian packaging manufacturer, Cascades offers a wide range of sustainable paper-based packaging options, emphasizing recycled content and responsible forestry practices.
Trends In Eco-Friendly Packaging For 2025:
Curious about what’s new in sustainable packaging?
Here’s what’s set to make waves in 2025:
Mycelium & Mushroom Packaging Fungal mycelium is emerging as a biodegradable alternative for protective inserts and even full packaging solutions. Fast, effective, and low on environmental impact.
Algae-Based Plastics Derived from algae, these plastics reduce reliance on fossil fuels while capturing CO₂ during growth—boosting your brand’s green credentials.
Enhanced Refillable Systems New designs integrate digital tracking and streamlined returns, making it easier than ever to close the loop on waste and keep customers coming back.
Advanced Veg-Based Printing Cutting-edge digital printing with soy- or vegetable-based inks delivers vibrant, durable prints that remain fully recyclable.
Upcycled and Post-Consumer Materials New techniques for repurposing waste into high-quality packaging materials are gaining momentum, turning what was once trash into the next generation of eco-friendly containers.
These trends are reshaping how beauty brands package their products—ensuring every unboxing makes a green statement.
Ready to lead the charge? Let’s wrap this up.
Ready To Take Action?
Want to win the business of women who value clean beauty and sustainability?
Authenticity matters. Greenwashing might net a few quick sales, but when savvy consumers catch on, the backlash could wipe out any short-term gains.
Here's a better approach:
Double Down on Transparency. If you claim carbon-neutral operations, show the data. If you tout organic ingredients, cite the certifications. Your audience deserves the truth.
Align Your Supply Chain. Choose ethical formulators, integrate sustainable packaging, and measure your environmental impact at every step. Consistency builds trust.
Tell a Genuine Story. People don’t just buy products—they invest in the story behind them. Share your journey: how you got here, the challenges you face, and the improvements you’re making.
Stand By Your Commitments. Whether it’s through refillable packaging, third-party verifications, or fair labor practices, back every claim with real action. Consumers expect a holistic approach—not just for the planet, but for people too.
Need Authentic Marketing That Resonates With Beauty Consumers?
If you’re looking for deeper guidance on how to integrate your beauty brand with authentic messaging, reach out to Silver Sage.
We specialize in beauty copywriting for skincare, cosmetic, and wellness brands targeting women over 40.
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