The personal care and beauty industry produced more than 120 billion units of packaging every year of which most are not truly recyclable. Therefore, as the sector is primed to grow almost 60% by 2023, many environmental impacts need addressing.
Firstly, reducing energy consumption, cutting CO2 emissions and transitioning towards lower-carbon and renewable sources of energy is key. As a result, brands must work diligently to address the environmental impact of products and packing.
Other key considerations are the use of water and biodiversity protection. While the cosmetics personal care sector is not a water-intensive industry, water is used in product formulations, in the manufacturing process, and by consumers when they use or remove products.
Therefore, today we look at 6 emerging brands in the personal care and beauty sector that are making a difference and discuss how they are using a full range of tools to communicate their story.
Only Curls
Founder Lizzie Carter, launched Only Curls in 2016 with the mission to encourage others to embrace their natural curls. Their products contain no sulfates, silicones, or parabens and are made in the UK. In addition, They are also 100% cruelty-free and use bio-plastic, a bio-based, sustainably sourced alternative to plastic packaging.
Their website and social media accounts are awash with user-generated content, video tutorials, and entertainment and they have recently been featured in publications such as Vogue, Popsugar, and Grazia.
Forgo Handwash
Based in Stockholm, Forgo is one of the world’s first powder to liquid hand wash in plastic-free refills. Their website reminds us that every refill purchased is a plastic bottle that never needs to be made. Also, they also boast 85% fewer emissions than a new bottle of soap.
Their 12.5k Instagram followers benefit from a clean, simple and well organised platform. This is clearly indicative of the brand. Uploads include a mixture of both video and image based content, providing a variety of imaginative and informational content
Keys Soulcare
Founded by Alicia Keys and certified by the American Board of Dermatology, they intend to create clean, safe, and effective skincare, underpinned by science. Now available for purchase in Harrods, they were an allure breakthrough brand in 2021. They engage their audience by providing free samples with every order and their website includes both informational and creative content to keep users on-page and exploring for longer.
✌🏽of ☮️: Giving & Receiving 💜
Are you ready for both? pic.twitter.com/VxC1zOw2Qi— Alicia Keys (@aliciakeys) May 24, 2022
Mono
Mono aims to challenge the public perspective of beauty and its impact on the planet. They are ground-breaking natural skincare tablets that can be diluted in water. They aim to challenge the public perspective of ‘normal’ beauty and have a positive impact on the planet. The team of dermatologists who developed the formulas ensures the products maintain healthy amounts of good bacteria. Furthermore, they keep natural operations like sebum secretion at the right levels.
Amaku
In their own words, Amaku was born out of a desire to create a groundbreaking oral care routine harnessing the science-driven performance of nature’s finest ingredients to strengthen, protect and whiten teeth. As a 2022 beauty awards finalist, their tooth tablets utilize a remineralizing pressed powder formula that cleans, whitens, and strengthens teeth. In fact, their research suggests that powder based tooth-cleansers are more efficient at removing plaque than generic toothpastes.
Kind2
Kind2 is an award-winning solid shampoo and conditioner brand that is palm free, vegan, and made with natural fragrances. Their products include active plant-based extracts that are specific to hair needs. They also boast fans such as Joanna Lumley, they have secured articles in many major publications including HuffPost, Forbes, and The Independent, and they promise to plant one tree for every order made.
Therefore, if you are an emerging personal care company in need of support with your PR, Social Media, or Digital Marketing strategy, please contact us today to speak with our team of sector experts and let us help you reach your business goals.
