Green, the new norm in cosmetic industry

Going green has become the new anthem in the fashion and lifestyle categories and it's not just designers who are promoting it in a big way through their collections but cosmetic brands are also going eco-friendly with their range. Experts feel that ‘evolved high-end consumers’ are helping in expanding the ‘natural’ space in the Indian beauty industry.

According to a report, India's retail beauty and cosmetics industry is likely to treble to $2.68 billion by 2020. So, it won't be wrong to say that every new invention in the industry is setting a trend. Rishabh Mariwala, founder of PureSense, said, "This evolved high-end consumer has seen multiple brands on their travels abroad where the market is proliferated with natural brands. So, the brands into luxury premium segment will surely see a growth in the Indian market.”

With a change in consumer lifestyle and healthier habits, the ‘natural’ space is continuously expanding and for Mariwala, one of the main reasons behind this is that formulations along with technology are helping to bridge the gap between user experience and natural philosophy.

The growth in consumer consciousness concerning ethical and sustainable issues in the beauty industry is driving a socially responsible response, internationally. Actress Drew Barrymore is a case in point. She launched her eco-friendly make-up line, Flower Beauty in 2013.

There are many Indian brands that do not test on animals and are promoting a healthy way of living life. Soul Tree, The Nature's Co, Soulflower, Aaranyaa, Just Herbs, Nature's Essence, Kama Ayurveda, Biotique Botanicals, Khadi, SOS Organics, Sattvik Organics, Organic Therapie, Forest Essentials, Lotus Herbals and Shahnaz Husain are some of the examples.

"There is an increasing awareness about protection of the environment. Therefore, the popularity of eco-friendly products will increase in the days to come.”
“Apart from the 'back to nature' trend, there is also a 'total well-being' trend sweeping the world. People are more aware about herbal healing and the harmful effects of chemicals. They will opt for eco-friendly products," Husain said.

The beauty expert says that due to the increasing awareness, it is becoming easier to convince consumers about eco-friendly products and brands, and this is the reason why the market for eco-friendly products has been increasing with consumers displaying a preference for them.

Aradhika S Mehta, Head Training of The Body Shop, emphasises that all the products under the brand are created using the finest ingredients sourced from the four corners of the globe which are not tested on animals and are cruelty free.

"The ‘Enrich Not Exploit’ commitment is The Body Shop's new global CSR strategy that underpins all aspects of brand's operation. Under each of the commitment's three pillars: enrich our people, enrich our products and enrich our planet,” Mehta said.

"Eco-friendly beautification is the safest and most responsible way of using cosmetics and it has the potential of going a long way in forthcoming years. Lately, we have been seeing an increase in cosmetic products that are eco-friendly to cater to this desire along with real efforts involved by the loyal consumers," said Mehta.

By Nivedita