January 31, 2023
It's no longer a secret that "clean beauty" is all the rage, and just about everyone who is remotely interested in the skin care and cosmetics universe is familiar with this term! However, many other terms defining clean, natural and eco-friendly cosmetics are appearing in the blogosphere and in the media, such as "blue beauty".
However, these names, like the words "natural" or "green", for example, are not regulated. How can we understand and distinguish between companies whose actions are truly aligned with the values they promote, and companies that use greenwashing techniques in a purely marketing manner?
Consumer interest in the provenance and ethics of what they buy is not limited to cosmetics. Many are increasingly questioning many consumer goods, from clothing to food. We are beginning to see that people are more and more aware of the conditions of the employees who make what they wear and informed about the ingredients in what they eat.
This widespread phenomenon of responsible consumption is directly linked to a more global and easy access to information, and therefore has a direct impact on the cosmetics business, until now dominated by large multinationals: we see consumers turning to healthy ingredients, local products or even zero plastic alternatives.
How can we be sure that what we buy really corresponds to our values when many marketing terms are not controlled?
We are here to guide you through it all and demystify the terminology added to the beauty lexicon, so that you can choose the best products for you with ease.
Clean beauty contains non-toxic ingredients from both natural and synthetic sources. Natural beauty products, on the other hand, contain, well, natural ingredients.
As for "green beauty", we are talking about products with minimal environmental impact from companies with eco-responsible values, with cruelty-free and vegan formulas made with mostly natural ingredients.
It's enough to make you dizzy, isn't it? As a consumer, it makes us feel like we have to choose between our values: do we want to focus on natural ingredients or the impact of a product on the environment? Makes us wish we didn't have to choose, don't it?
As the logical evolution of "green beauty", "blue beauty" goes even further in terms of eco-responsibility: brands claiming to be part of this movement must not only offer formulas with healthy ingredients from plants and minerals, but also show transparency regarding their production methods. No more non-recyclable disposable packaging, the packaging of "blue" products is either recyclable or biodegradable.
Even better: products offered in bulk format! Just as important as the packaging, the carbon impact of a "blue" company is put under the microscope. The ultimate goal? To pollute as little as possible, to protect the oceans and the Earth while being conscious of our impact and that of the products we use every day.
At ATTITUDE, respect for the environment has always been our priority, and although we are not perfect, we want to have an increasingly eco-responsible approach: as a company, we are never done learning and evolving!
Let's look at our efforts in three areas: how we produce our products, the ingredients in our products and our packaging.
The ATTITUDE factory was designed according to three pillars: sustainable development, 4.0 technology and employee well-being:
ATTITUDE products contain biodegradable ingredients and have several environmental certifications:
Big plans lie ahead for ATTITUDE, which a few years ago already made a shift to biodegradable and zero waste packaging for some of its products:
At ATTITUDE, we believe that change begins with our daily choices and that together we have the power to create a better future - one product at a time. In the (very) near future, we plan to design even more products with innovative packaging that reduces single-use plastic waste in our daily lives.
We will launch a collection of zero waste, waterless, high-performance products made from clean ingredients and raise the bar in the beauty and personal care industry.
Stay tuned to be a part of this extraordinary adventure with us!
Were you interested by this article? Get the word out by sharing it with your friends!
Written by Team ATTITUDE