The Green Beauty Beat
A selection of green beauty and personal care stories, from new SKUs to the latest industry news.
Natural Cosmetics Week
Running between 17-23 November Natural Cosmetics Week, an initiative by NATRUE, was marked on Tuesday with a panel discussion in which beauty and wellness journalist Lisa Oxenham heard from three natural beauty experts on the importance of independent certification. Panellists included Jayn Sterland, MD of Weleda UK; Lars Zirpins, MD at Logocos; and Henrike Neuhoff, chief scientific officer at Lavera.
As discussions progressed from the difference between natural, organic and biodynamic beauty to the merits of certification, Oxenham asked panellists about simple ways for consumers and retailers to decode packaging claims and understand ingredient lists.
Zirpins answered: “I think the truth is reading the INCI list won’t help most people; there are many words you won’t understand, and many Latin words where [even] experts have to think for a moment. So I think the easiest and clearest way is to look for independent certification. I hope everybody knows our logo [NATRUE] is one of the few that guarantees that the product is truly natural, not just inspired by nature, but formulated according to specific standards. So then you automatically know that … there are no petrochemicals, GMOs and so on, and that they have been independently assessed. Of course you can always dig deeper into this topic if you are into it, but I would say for a normal consumer certifications like NATRUE make the process simple and safe. This is what consumers can expect from us. Many of these words sound very attractive but they are not regulated: clean, non-toxic, green. They can mean almost anything. Sometimes they are well-intended, of course, but without a framework behind it, it can also be just clever marketing language. Claims like ‘inspired by nature’ can be very misleading because 95% of the formula might not be natural at all. This is why certification like NATRUE matters. It’s strict, it’s transparent, it’s internationally recognized. It gives the consumer something real to trust. It also pushes all of us inside the companies to do better and better. So look for certifications and less for fluffy words.”
Sterland added that along with fluffy marketing language, some ‘red flags’ for consumers and retailers to be aware of are ‘made up logos and symbols’ and ‘the use of words like nature, natural and essential oils’. “You start to get a sensitivity to it. You think, ‘This brand’s trying really hard to convince me’. My biggest gripe is where the word organic is put into the brand name. You will never see a certified organic beauty brand with the word organic in their brand name. And the reason for it is the fact that everybody really wants to buy natural and organic but because there’s no legal definition, unlike with food, it is a minefield. Lars mentioned the INCI code — that list of ingredients. That’s a good place to start because now we’ve got really clever apps on our phones like the Yuka app where you can zap the barcode and it will help you decipher. Because everything’s a chemical, so ‘chemical-free’ always makes me smile. Even water’s a chemical! So you can use some of these tools to help you: look for independent certification (NATRUE is an independent certified quality mark); zap the barcode; look in the INCI code yourself — if it’s very long, more than 20 or 30 ingredients, then probably it’s not going to be as natural as you would hope it to be. Look at the claims that are made, so where a company is starting to say it’s ‘carbon neutral’ — a carbon neutral beauty product doesn’t exist yet. So [notice] where the company is trying a little bit too hard. Have some common sense. Go behind the label and look at who owns the brand. When you find a brand you trust, stick with it.”
The full session can be watched here.
Shopping guide
Another facet of Natural Cosmetics Week is the release of NATRUE’s Sustainable Holiday Shopping Guide, which stores can share with their customers. Beauty With Purpose: How to gift naturally and meaningfully this Christmas encourages shoppers to ‘pause and consider’ how they can gift beauty in a way that positively impacts people and planet.
The guide highlights several ways to gift beauty sustainably, including:
Mindfully choosing NATRUE-certified products which combine authentic, quality ingredients and ethical practices with modern innovation
Opting for recyclable, refillable or plastic-free packaging to reduce waste, and wrapping with recycled paper, fabric ribbons and reusable boxes
Supporting local, ethical brands which prioritize fair production and transparency
Gifting memorable experiences — natural skincare workshops, organic spa treatments and educational essential oil courses
Considering multi-purpose products such as balms with several personal care functions
Curating small items from independent businesses into ‘mindful beauty sets’ for a personal touch.
Version 2.0
First launched in 2023, Lifelong Deodorant version 2.0 has now entered its second Kickstarter campaign with an upgraded range of refillable deodorants.
Featuring an outer case of 100% ocean-bound recycled plastic and a flexible food-grade, dishwasher-safe silicone inner sleeve, the roll-on deodorant gets refilled via a compostable paper-based pouch of powder, intended to be mixed with 50ml of water. One refill lasts two months, the applicator comes in eight colourways and four fragrances are available: Orange Blossom, Spiced Oakwood, Silver Bergamot and Zero Scent. Each variant comes in both natural and antiperspirant options.
As part of its commitment to reducing environmental plastic pollution, Lifelong Deo has partnered with Seven Clean Seas; every applicator purchased helps remove 1kg of plastic from the ocean.
Botanical treasure
Two new skincare and body care SKUs have landed from Cornwall-based brand Inlight Beauty.
For body, its Bath Soak gives second life to organic herbal waste from production of the brand’s Night Balm, infusing mineral-rich Himalayan salt and nourishing jojoba oil with rescued fragrant whole rose buds, delicate calendula petals and sleep-inducing lavender. “Rather than discarding these precious materials, Inlight recognized an opportunity to reimagine this botanical treasure,” says the brand.
For face, the new Line Softener Intensive is a luxurious, fast-absorbing balm which targets deep lines, scars and hyperpigmentation, stimulating natural collagen for a more radiant complexion and visibly smoother skin. Featuring key actives argan oil, apricot kernal oil, spirulina, barley grass and carrot root, the balm is naturally scented with grounding patchouli and uplifting geranium essential oils.
By Rosie Greenaway, editor