In 2023, it’s mandating that packaging be at least 50% constructed from recycled content. Credo banished single-use sheet masks, makeup wipes, treatment pads and sample sachets as of June this year. Krupa Koestline, a clean beauty formulator and founder of KKT Consultants, commends Sephora’s sustainability push, but says, “I would like to know how Sephora is enforcing the standards.” Despite the remaining question, Koestline stresses, “A lot of retailer-based ‘clean’ certifications are only ingredient-focused, so it is good to see that Sephora is looking beyond just the ingredient list and focusing on climate commitments from brands.”Īs the concept of clean beauty broadens, retailers such as Credo, Beauty Heroes, Ulta Beauty and Grove Collaborative have implemented sustainability measures. The Clean at Sephora program is constantly evolving, and beauty brands and providers that service them are being advised that its prohibitions could be stricter in 2022. These transparency conversations are a must if the industry is to change, and I’m so happy to have Athr Beauty be a part of Sephora’s new guidelines leading the way.” Tiila Abbitt, founder of Athr Beauty, says, “Understanding what a brand’s ingredients are, the environmental impact they produce, especially regarding packaging, and being able to give back is something Athr Beauty has always stood for and can always get behind. Susteau and makeup brand Athr Beauty didn’t have to adjust to comply with the Clean + Planet Positive standards. Other brands that have obtained the seal are Caudalie, Farmacy, Biossance, Youth to the People, Sephora Collection, Tata Harper, Selfless by Hyram, REN, Herbivore, Alpyn Beauty, The 7 Virtues, Prima, Maison Louis Marie, Susteau, Saie, Athr Beauty and Ellis Brooklyn. Waterless brand Susteau is one of two haircare brands to obtain Sephora’s Clean + Planet Positive seal so far. They’re hard to recycle, but Susteau’s bottles formed from 95% recycled ocean-bound plastic don’t have them. It will help get brands like us who put a lot into doing the right thing into the spotlight and validate the work we have done.” She mentions pumps are a big reason it’s difficult for haircare brands to gain the Clean + Planet Positive seal. She says the sustainability initiative “is truly unique and setting a new standard for the industry. Kailey Bradt, founder and CEO of Susteau, one of two haircare brands in the Clean + Planet Positive category, lauds Sephora for taking the guesswork out of shopping for consumers wanting to make better choices for the earth. Brands must allot 1% of their profits to environmental causes. Specifically, at least 50% of the packaging of a brand’s core assortment has to incorporate a minimum of 30% post-consumer recycled content (PCR). There can be no single-use items, and brands have to select packaging with recyclability in mind. For sustainable sourcing, they must avoid microplastics, and use eco-conscious mica and palm oil. To show their climate commitment, brands have to have carbon-neutral operations, greenhouse gas emissions reductions or offices fully powered by renewable energy. To obtain a Clean + Planet Positive seal, brands must meet guidelines in four areas: climate commitment, sustainable sourcing, responsible packaging and environmental giving. The category currently contains 18 brands-Caudalie, Farmacy, Biossance, Youth to the People, Sephora Collection, Tata Harper, Selfless by Hyram, REN, Herbivore, Alpyn Beauty, The 7 Virtues, Prima, Maison Louis Marie, Susteau, Saie, Athr Beauty, Ellis Brooklyn and Briogeo-but the number of brands could increase as more adhere to its requirements. To address the environmental consequences of beauty merchandise, Sephora is ramping up its sustainability efforts by launching a category underneath its Clean at Sephora program called Clean + Planet Positive. Now, it’s starting to come to terms with all of it. The beauty industry has been great at creating stuff.
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