Green really means green - industry calls for better classification of eco beauty for formulators
Green beauty brands need to stay true to their sustainable roots to attract new consumers
To attract consumers, beauty brands need to stick to ‘green’ and environmentally friendly certifications; make use of biotechnology; use ingredients derived from green chemistry; substitute synthetics with ingredients of natural origin; and ban controversial ingredients, says Amélia Makoundou, R&D and marketing project manager at Experis.
Five key trends have been analysed by Makoundou and Elina Tran of Cosmetics Inspiration & Creation, and they have proposed a technical interpretation of them to give formulators a track to follow.
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