Jemma Shin03.28.19
Australia’s strong commitment to sustainability is attracting today’s conscious shoppers who increasingly care about what they put on their skin. They are buying into an Aussie identity that embodies a laid-back mentality, healthy lifestyle, and a less-is-more approach to beauty.
Today, the local beauty scene and its strict cosmetic regulations are gaining global attention, thanks to the rising demand for natural and ethical products. The natural personal care market is projected to grow from $12.1bn to $21.7bn, between 2017 and 2024. The vegan cosmetics market is also set to increase greatly by 2025 – jumping from $12.9bn in 2017 to $20.8bn.
Leading Aussie brands are prioritizing transparency and minimizing environmental impact. Sukin (shown above) is a Melbourne-based skincare brand with 100% carbon neutral, greywater-safe and biodegradable formulations. They partnered with Greening Australia on the Reef Aid Programme to rebuild eroding land and restore coastal wetlands. Crop Natural also offers natural skincare and color cosmetics with COSMOS certification, which ensures a sustainable manufacturing process with no water wastage or by-products.
Brands should also learn from how A-beauty brands embrace their potent native plants, carefully harvested from indigenous communities. Edible Beauty’s skincare line uses sustainably sourced native extracts, while supporting indigenous communities and growers. Known for its Australian pink clay mask, Sand&Sky sources ingredients from a mining company that works with the indigenous people and has a strict water sustainability programme.
To future-proof your brand, it is inevitable to align with the evolving priorities of today’s youth. They are pushing for a more sustainable future with a strong desire for transparency and authenticity. HRC Retail Advisory revealed that 85% of Generation Z customers prefer eco-friendly products. A new ethical makeup label Fluff is fully betting on this cohort for long-term success. To make better cosmetics for people and the planet, the brand avoids launching products in a rush and focuses more on challenging youth to think, while encouraging conversation among themselves.
