• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Components
    • Markets
    • Materials
    • Solutions
    • Top 20 Companies
    • Buyers Guide
    • Events
    • More
  • Magazine
  • News
  • Components
  • Markets
  • Materials
  • Solutions
  • Top 20 Companies
  • Buyers Guide
  • Events
  • Current & Past Issues
    Features
    Editorial
    Departments
    Columns
    Digital Edition
    eNewsletter Archive
    Editorial Guidelines
    Staff
    Subscribe Now
    Advertise Now
    Top Features
    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Creating Packaging To Safeguard a More Hygienic User Experience

    'Dispensing Beauty': Dispensers for Greater Functionality

    Drunk Elephant—Beauty Company of the Year: Excellence in Packaging

    Key Insights on Lip Color & Mascara Packaging
    Breaking News
    Regulatory
    Events
    Association
    Packaging
    Adv/Marketing
    Financial
    Retail & Travel
    People
    Products
    Experts
    Press Releases
    Exclusives
    Live From Shows
    Video Bites
    Packaging Personalities
    Top News
    Former L’Oréal Exec Joins Glossier

    Lancôme Reveals New Global Sustainability Program

    First-Ever Skincare Line Focuses on Iron To Prevent Aging

    L’Oréal Reports Jump in Sales for First Quarter of 2021

    Young King Hair Care Launches in Target and Walmart Stores
    3D
    Accessories
    Aerosols
    Airless
    Applicators
    Bags
    Bottles/Jars
    Brushes
    Cans
    Cartons/Boxes
    Closures
    Compacts
    Devices
    Dispensers
    Double Duty
    Droppers
    Environmental
    Labels
    Lipstick packages
    Mascara Containers
    Paper
    Pouches
    Printing
    Pumps
    Rollerballs
    Small Sizes
    Stock Pkg
    Tubes
    Wipes/Sheets

    Epopack Co. Ltd

    McKernan Packaging Clearing House

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions

    Bormioli Luigi Meets Lacquering Challenge
    Bath/Body
    Cosmetics
    Ethnic
    Fragrances
    Hair
    Health and Beauty
    Home Fragrance
    Men
    Nails
    Personal Care
    Sample/Travel Sizes
    Sets/Kits
    Skin

    Former L’Oréal Exec Joins Glossier

    Lancôme Reveals New Global Sustainability Program

    First-Ever Skincare Line Focuses on Iron To Prevent Aging

    L’Oréal Reports Jump in Sales for First Quarter of 2021

    Young King Hair Care Launches in Target and Walmart Stores
    Brush Fibers
    Eco-friendly
    Flexibles
    Glass
    Metal
    Paper/Board
    PCR
    PET
    Plastics
    Wood

    Oliver Inc. Acquires Boutwell Packaging

    Oliver Inc. Partners with Emerald Brand

    Videobite: Bring Your Packaging to Life with GTO

    Corpack Creates Custom Packaging for Marlies Möller Hair Care Line

    Lageen Tubes Boosts Packaging Recyclability with New Mono-Material PE Tube Solutions
    Anti-Counterfeit
    Contract Services
    Decorative Effects
    Design Capabilities
    Digital Printing
    Injection Molding
    Machinery
    Made in USA
    Package Development
    Printing/Decorating
    Sustainable Pkg/Practices
    Turnkey

    These Women-Led Beauty Brands Are In Line With Key Trends for 2021

    Packaging’s ‘Tall Order’ for Reviving Color Cosmetics

    Bormioli Luigi Meets Lacquering Challenge

    Blue Heron Botanicals: ‘Blue Beauty’ for Green Beauty Enthusiasts

    'Dispensing Beauty': Dispensers for Greater Functionality
    Top 20 Companies
    LBrands

    Henkel

    Johnson & Johnson

    AmorePacific

    Oriflame
    All Companies
    Categories
    Company Profiles
    Jobs
    Add New Company
    International Buyers Guide Companies
    JSN Cosmetic Packaging

    Yuan Harng Co. Ltd.

    Big Sky Packaging

    International Cosmetic Suppliers Ltd.

    Coverpla Inc.
    Industry Events
    Live From Shows
    Exhibitor Showcase
    Webinars

    Edition Spéciale by Luxe Pack is Postponed

    Comoprof CBE Asean Postponed

    Interpack 2023 Opens Exhibitor Registration

    Luxe Pack New York Postponed Again

    Cosmopack and Cosmoprof Asia Announce Hybrid Format for 2021
    • Magazines
      • Current / Back Issues
      • Features
      • Editorial
      • Departments
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Staff
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers Guide
      • Companies
      • Categories
      • Corporate Capabilities
      • Add Your Company
    • Components
      • 3D
      • Accessories
      • Aerosols
      • Airless
      • Applicatiors
      • Bags
      • Bottles / Jars
      • Brushes
      • Cans
      • Cartoons / Boxes
      • Closures
      • Compacts
      • Devices
      • Dispensers
      • Double Duty
      • Droppers
      • Environmental
      • Labels
      • Lipstick Packages
      • Mascara Containers
      • Paper
      • Pouches
      • Printing
      • Pumps
      • Rollerballs
      • Small Sizes
      • Stock Pkg
      • Tubes
      • Wipes/Sheets
    • Markets
      • Bath/Body
      • Cosmetics
      • Ethnic
      • Fragrances
      • Hair
      • Health And Beauty
      • Home Fragrance
      • Men
      • Nails
      • Personal Care
      • Simple/Travel Sizes
      • Sets/Kits
      • Skin
    • Materials
      • Brush Fibers
      • Eco-friendly
      • Flexibles
      • Glass
      • Metal
      • Paper/Board
      • PCR
      • PET
      • Plastics
      • Wood
    • Solutions
      • Anti-Counterfeit
      • Cotract Services
      • Decorative Effects
      • Design Capabilities
      • Digital Printing
      • Injection Molding
      • Machinery
      • Made In USA
      • Package Development
      • Printing/Decorating
      • Sustainable Pkg/Practices
      • Turnkey
    • Top 20 Companies
    • Online Exclusives
    • Slideshows
    • Expert Opinions
    • Videos
    • Infographics
    • Whitepapers
    • Products Showcase
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Jobs
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms Of Use
    Columns

    Beauty Rituals

    Brands are elevating beauty to something purposeful and spiritual—And It’s reflected in the packaging.

    Beauty Rituals
    Mauli Rituals is an Ayurvedic beauty and wellness brand whose founders created a range of wonderfully fragranced, eco-luxe high-performance natural products tied in with stress-relieving Ayurvedic rituals.
    Beauty Rituals
    From South Africa, sustainable, natural beauty brand Malée uses local ingredients and fragrances to evoke particular places and times across the African continent.
    Beauty Rituals
    New brand Fourth Ray Beauty bridges spirituality and culture.
    Beauty Rituals
    The author, Nick Vaus
    Related CONTENT
    • Korres Joins Ulta’s Conscious Beauty Program
    • Top 20 Global Beauty Companies
    • Top 20 Global Beauty Companies 2018
    • 13. Avon
    • 18. Natura & Co
    Nick Vaus, Partner & Creative Director, Free the Birds11.01.18

    We live in times of unprecedented disruption. Futurist Gerd Leonhard said in 2016 “humanity will change more in the next 20 years than in the previous 300” due to digital. He’s not wrong!

    In Shanghai, customers can already summon Wheelys’ Moby-Mart, a self-driving 24/7 mini-supermarket with holographic shop assistant, by mobile phone. Many of our assumptions about “how the world works” have vanished, which is nerve-wracking as well as exciting. As organized religion declines (25% of under-30s U.S. adults now say they’re atheist/agnostic), people are looking to the Wellness industry for spirituality, self-care and escapism: Euromonitor says it will be worth £632bn by 2021, up 19% from just 2016.

    In the beauty setting, the wellness trend is seen in brands focusing on ritual: elevating beauty to something purposeful and spiritual. Fragrance, used in the home and on the body, can move us emotionally, by calming or stimulating. Bath and body products provide us with times of calm in a hectic world: quite literally a time to switch off the phone and relax into bodily sensation. Some brands look to non-Western cultures’ religious rituals for inspiration, with the best of them truly transformational, transporting us to places and spaces elsewhere.

    Mauli Rituals is an Ayurvedic beauty and wellness brand whose founders—a British Indian origin husband-and-wife team—enjoyed high-powered careers until life-changing events led them on a pilgrimage to their motherland and to studying the healing power of India’s natural herbs and holistic traditions. On return to the UK, they created a range of wonderfully fragranced, eco-luxe high-performance natural products tied in with stress-relieving Ayurvedic rituals.

    From South Africa, sustainable, natural beauty brand Malée uses local ingredients and fragrances to evoke particular places and times across the African continent. Its Verdure fragrance is the scent of equatorial gardens at just before dawn, for example. The brand’s packaging features a range of Ashanti tribal symbols, Adinkra: its distinctive circular icon is the “Adinkrahene” or “earth wisdom” symbol.

    But while Mauli Rituals and Malée are both deeply rooted in and respectful of their cultural background, not all brands live up to these standards. The eponymous Rituals cherry-picks sometimes deeply religious rituals from around the world; using Caucasian models to depict them and divorcing them from any meaningful context. But brands don’t need to be created by a particular culture to avoid tokenism. Even back in the non-woke 1980s, The Body Shop managed to highlight the communities it was sourcing ingredients from, and financially reward the producers. Quite simply, other people’s cultures should never be a mere marketing tool for brands to sell products.

    There is an immense gulf between brands that advance meaningful spirituality and those peddling “woo” or exotifying other’s cultures. New brand Fourth Ray Beauty impressively manages to do both, talking about “a little extra juju in our lives” and products containing “a custom crystal blend designed to help balance your energy.” Pinrose also recently launched—and then rapidly pulled—a “Starter Witch Kit” to a huge backlash from the pagan community. It’s today’s wellness equivalent of the 90s “boswellox” phenomenon: It means absolutely nothing and is offensive to boot. Beauty can play a huge role in enhancing people’s wellbeing, but cultural imitation is no form of flattery. Keeping it respectful and real is a must.

    About the Author

    Nick Vaus, is partner & creative director, at Free the Birds, the brand communication and design agency formerly known as DewGibbons+Partners. Now 21 years old, its clients include Bayer, Coty, Davidoff, Lindt, Nestlé and P&G. Its boutique, tailored approach is built on curiosity, flexibility and smart design thinking which drives successful outcomes for compassionate brands. 
    Related Searches
    • events
    • design
    • Fragrance
    • ingredients
    Suggested For You
    Korres Joins Ulta’s Conscious Beauty Program Korres Joins Ulta’s Conscious Beauty Program
    Top 20 Global Beauty Companies Top 20 Global Beauty Companies
    Top 20 Global Beauty Companies 2018 Top 20 Global Beauty Companies 2018
    13. Avon 13. Avon
    18. Natura & Co 18. Natura & Co
    Avon Launches Personalized Beauty App That Offers True Color Matching Avon Launches Personalized Beauty App That Offers True Color Matching
    Target Launches Owned Brand with Most Items Under $2 Target Launches Owned Brand with Most Items Under $2
    The Body Shop Brings 8 Million Signatures to UN To End Cosmetic Animal Testing Globally The Body Shop Brings 8 Million Signatures to UN To End Cosmetic Animal Testing Globally
    Natural Beauty Trend Drivers Natural Beauty Trend Drivers
    The Incredible Terrible Power of Personality Brands The Incredible Terrible Power of Personality Brands
    Organic Personal Care Market Worth $25.11 Billion by 2025 Organic Personal Care Market Worth $25.11 Billion by 2025
    J&J Acquires Zarbee J&J Acquires Zarbee's
    Brands Can Brands Can 'Do Well By Doing Good'
    Euromonitor Ranks Rodan + Fields No. 1 in the U.S. and NA Euromonitor Ranks Rodan + Fields No. 1 in the U.S. and NA
    Beauty Brands: Time for a Double Cleanse Beauty Brands: Time for a Double Cleanse

    Related Columns

    • Eco-friendly | Made in USA | Sustainable Pkg/Practices
      Blue Heron Botanicals: ‘Blue Beauty’ for Green Beauty Enthusiasts

      Blue Heron Botanicals: ‘Blue Beauty’ for Green Beauty Enthusiasts

      Theora Jackson chooses zero-waste packaging made in the U.S. for Blue Heron Botanicals' lip and skin care products.
      Jamie Matusow, Editor-in-Chief 03.01.21

    • Skin Care/Sun Care | Sustainable Pkg/Practices
      Pai Skincare Rebrands For An Eco-Conscious World

      Pai Skincare Rebrands For An Eco-Conscious World

      Covid-19 triggered this vertically integrated skin care brand to realign with changing consumer values—and take a look at its unique carton in this video.
      Jamie Matusow, Editor-in-Chief 02.03.21

    • Sustainable Pkg/Practices
      How L’Oréal Is Accelerating Its Sustainable Mission

      How L’Oréal Is Accelerating Its Sustainable Mission

      An exclusive interview with Philippe Bonningue, L’Oréal’s Global Director of Sustainable Packaging, discussing sustainable initiatives, eco-design & more.
      Jamie Matusow, Editor-in-Chief 02.03.21


    • Cosmetics
      How Will Beauty Look in 2021?

      How Will Beauty Look in 2021?

      As the struggle continues, sweeping changes are in store for our industry’s future, and opportunities abound as we enter the new year.
      Larissa Jensen, Vice President, Beauty Industry Advisor, The NPD Group 02.03.21

    • The Digital Consumer Journey

      The Digital Consumer Journey

      Covid-19 accelerated e-commerce adoption — here's how recent changes in consumer behavior are affecting beauty retail.
      Michelle Evans, Senior head of digital consumer, Euromonitor International 11.30.20

    • Decorative Effects | Eco-friendly | Glass | Package Development | Skin Care/Sun Care
      Cosmydor: Redesigning a 129-Year-Old French Skin Care Brand

      Cosmydor: Redesigning a 129-Year-Old French Skin Care Brand

      Cosmydor redesigned its sustainable packaging, giving it a graphically-rich, of-the-moment look—here's a Q&A with Xavier Quattrocchi-Oubradous.
      Jamie Matusow, Editor-in-Chief 11.30.20


    • Skin Care/Sun Care | Sustainable Pkg/Practices
      Sustainability to Remain Key for Beauty Industry Players

      Sustainability to Remain Key for Beauty Industry Players

      Euromonitor takes an in-depth look at the vibrant skincare category, and what beauty brands can learn from generational consumer preferences.
      Kayla Villena , Senior Analyst at Euromonitor International 11.04.20

    • Bottles/Jars | Fragrances
      Winners of the TFF’s Packaging Of the Year Awards

      Winners of the TFF’s Packaging Of the Year Awards

      A fun ‘juice box,’ a luxe crown, and a vintage apothecary inspired these winning fragrance bottle designs.
      Marie Redding, Senior Editor 11.04.20

    • Bottles/Jars | Caps/Closures | Eco-friendly | Sustainable Pkg/Practices
      Zero Carbon Beauty from O’right

      Zero Carbon Beauty from O’right

      ...
      Jamie Matusow, Editor-in-Chief 11.02.20


    • Fragrances
      A New ‘Hope’ in a Perfume Bottle

      A New ‘Hope’ in a Perfume Bottle

      ...
      Jamie Matusow, Editor-in-Chief 11.02.20

    • Cosmetics
      From Power Player to Solotrepreneur: Unfiltered Insights

      From Power Player to Solotrepreneur: Unfiltered Insights

      A former Sephora exec launches her own brand in one-of-a-kind custom packaging. Here are some of the takeaways other brand founders can lean on.
      Daniela Ciocan, Founder, Unfiltered Experience 11.02.20

    • Making E-Commerce  Packaging ‘ECPC’

      Making E-Commerce Packaging ‘ECPC’

      A group of e-commerce pioneers joins together to simplify the process, by collaborating on insight and influence.
      Laszlo Moharita, Head of Global R&D E-Commerce and New Business Initiatives, Johnson & Johnson 11.02.20


    • Bottles/Jars | Fragrances
      Building Momentum  with Small Wins

      Building Momentum with Small Wins

      From ingredients to packaging, Clean Beauty Collective aims to ‘be mindful of the people and the planet.’
      Greg Black, President, Clean Beauty Collective 09.01.20

    • Skin Care/Sun Care
      Orpheus Skincare: ‘Fully Sustainable’ from Flower to Carton

      Orpheus Skincare: ‘Fully Sustainable’ from Flower to Carton

      The skincare line relies on the Orpheus flower -- and its founder Sara Kyurkchieva, says sustainable packaging was essential.
      Jamie Matusow, Editor-in-Chief 07.24.20

    • The Coronavirus Era:  From Sustainability to Purpose

      The Coronavirus Era: From Sustainability to Purpose

      The pandemic is expected to disrupt brand loyalty, with consumers valuing more brands that put people before profits during and beyond the outbreak.
      Maria Coronado Robles, Senior Consultant—Sustainability, at Euromonitor International 07.24.20

    Trending
    • HipDot Launches A Reese's Makeup Collection
    • Ranking The Top 50 Cosmetic Companies
    • Innisfree Accused Of ‘Green Washing’ And ‘Misleading’ With Label
    • Vitamin C: The Hottest Super Ingredient Energizes These 9 Brands
    Breaking News
    • Former L’Oréal Exec Joins Glossier
    • Lancôme Reveals New Global Sustainability Program
    • First-Ever Skincare Line Focuses on Iron To Prevent Aging
    • L’Oréal Reports Jump in Sales for First Quarter of 2021
    • Young King Hair Care Launches in Target and Walmart Stores
    View Breaking News >
    CURRENT ISSUE

    March 2021

    • Packaging’s ‘Tall Order’ for Reviving Color Cosmetics
    • Creating Packaging To Safeguard a More Hygienic User Experience
    • 'Dispensing Beauty': Dispensers for Greater Functionality
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    AstaReal Astaxanthin Ingredient Receives U.S. Patent Approval
    Study on Kemin’s DailyZz Botanical Blend Uncovers Sleep Quality, Next-Day Performance Benefits
    FDA’s Dr. Cara Welch Opening Speaker at the 9th AHPA Botanical Congress
    Coatings World

    Latest Breaking News From Coatings World

    Jebsen & Jessen, Innospec Sign Distribution Agreement
    IGL Coatings Announces Partnership in Finland
    Axalta Schedules 1Q 2021 Earnings Conference Call
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    Iterative Scopes Announces IBD-Focused Scientific Advisory Board
    Vicarious Surgical, D8 Holdings Corp. Combine Operations in $1.1 Billion Deal
    FDA Grants De Novo Clearance to Medtronic’s GI Genius Model
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Bristol Myers Squibb Expands at Cambridge Crossing
    Amgen Completes Five Prime Acquisition
    Sartorius Expands in the UK
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Former L’Oréal Exec Joins Glossier
    Lancôme Reveals New Global Sustainability Program
    First-Ever Skincare Line Focuses on Iron To Prevent Aging
    Happi

    Latest Breaking News From Happi

    Fragrance Creators Association Celebrates P&G Executive
    Evonik Highlights Solutions for Malodor Reduction
    P&G Emphasizes Small Actions at Home To Be More Sustainable
    Ink World

    Latest Breaking News From Ink World

    Kumon North America Adds Speedmaster XL 106 from Heidelberg
    SE-DA Invests in Kornit Presto S
    Acrylic Resins Market Worth $21.9 Billion by 2025: MarketsandMarkets
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    TLMI reveals Eugene Singer Award winners at Virtual Spring Summit
    Monadnock Paper Mills joins SGP
    ACTEGA helps converter reach sustainability goals
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Albaad to Add Natural-Based Line in Israel
    First Quality to Discontinue Tampon Operations
    Jessup Installs New Era Coating and Laminating Line
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    BioMagnetic Sciences Names President and CEO
    Mainstay Medical Launches ReActiv8 in Australia
    Biogennix Rolls Out Agilon Strip Bone Graft
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Virtual ASMC 2021 Spotlights Advanced Semiconductor Manufacturing Excellence
    LG Display Cuts Down CO2-eq Emissions by 3 Million Tons in 2020
    European Commission's Innovation Radar Acknowledges 3 ARMOR Innovations

    Copyright © 2021 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login