Sustainability in the cosmetics industry

What is sustainability?

Sustainable development is the human capacity to meet the needs of current generations without compromising the resources and opportunities for the growth and development of future generations. This goal can only be achieved if each individual takes action.

There are different approaches and angles to achieving optimal and conscious sustainability (CSR) , from an ecological or environmental, economic, social, or political perspective. Today, it is optimized in companies and allows them to analyze how intangible parameters such as brand value, human value, or organizational value improve the business model.

Given that the cosmetics industry has a huge environmental impact, today we ask: can sustainability add value? At Modesta Cassinello, we believe it can, both in the short and long term.

Sustainability in the cosmetics industry

The cosmetics industry is undergoing a green transformation that impacts all stages of its product lifecycle.

1. In the design phase , with the selection and sourcing of raw materials, laboratories. These decisions are increasingly geared toward improving sustainability, replacing conventional ingredients with more sustainable alternatives. This involves the use of local and fair trade ingredients, the synthesis of molecules using green chemistry processes, the reuse of agri-food byproducts to create value-added ingredients, and the creation of water-free products to reduce the water footprint.
2. At the manufacturing stage , sustainability is reflected in the implementation of innovative factories that utilize technologies and practices that minimize energy and resource use, such as renewable energy and process optimization to reduce waste. For example, some companies are adopting more efficient production systems that allow for greater ingredient utilization and reduced waste. More sustainable packaging methods, such as recyclable or biodegradable materials, and reducing excess packaging are also being implemented.
3. In the post-consumer phase , it is essential to reduce waste and promote the recycling and reuse of packaging. Today, cosmetic brands are implementing recycling programs for used packaging, making it easier for consumers to return containers for reuse or recycling. They are also promoting the use of refillable packaging, where consumers can refill their products in stores or at refill centers, thereby reducing the amount of discarded packaging.

It's important to remember that education plays a vital role in this process by promoting sustainable practices in cosmetics, both among manufacturers and consumers. Companies are conducting awareness campaigns on the importance of choosing sustainable products, highlighting the associated environmental and health benefits. They are also providing information on how to identify products with sustainability certifications and explaining the positive impact that informed purchasing decisions can have.

In short, the cosmetics industry is taking significant steps to improve its sustainability at all stages of the product lifecycle . From design and manufacturing to education and post-consumer care, practices and technologies are being implemented that have a positive impact on the environment and promote more conscious consumer behavior.

Today, we increasingly see consumers who recognize that a product's ecological impact is just as crucial as its effectiveness. They are therefore seeking a solution for their scalp and hair that satisfies their social and environmental concerns, all without compromising its effectiveness and cosmetic value.

"The best innovations, whether social, economic, or sustainable, come from the pursuit of noble and timeless ideals: joy, wisdom, beauty, truth, equality, community, sustainability, and above all, love."

Solid formats in the cosmetics industry

Product format is an increasingly valued aspect by consumers, and waterless formats have gained particular appeal among younger generations . Generations that prioritize resource conservation, waste reduction, and greenhouse gas emissions.

Advantages of solid formats:

• Waste reduction , packaging. These products are sold with reduced packaging, and are made from paper, cardboard, or recycled materials.
• Easy transport . Less energy is consumed during transport, and the CO2 footprint is reduced.
• Low environmental impact .
• Good value for money.

Trend in solid cosmetics

Solid cosmetics predicted their rise 10 years ago, but today they're still struggling to catch up. What happened?

Initially, niche brands were established, and some disappointed consumers by failing to meet the qualities consumers look for in a shampoo: easy rinsing, a good finish, minimal irritants, and color protection. Later, Garnier established itself as a mainstream brand in the solid shampoo race.

Today, many brands are there, and they're not just limited to solid shampoos ; new formats are appearing: conditioners, fragrances, deodorants, makeup...

Mintel noted in 2023 that 30% of US consumers are interested in these formats, but they don't reach a fraction of the massive cosmetics market.

Why aren't these solid formats achieving higher sales figures?

Mature markets in this category are not the drivers of growth. While these formats aren't new, they've been around for a long time. Today, the formulas are much more innovative, so we believe this is an experimental stage for both brands and consumers. However, at Modesta Cassinello, we believe there's still room for further work.

• There are curious consumers, but barriers remain regarding effectiveness, application method, and ease of use . Sometimes the expected water savings are eliminated by increased shower time, due to a lack of proper usage, hence the need for education.
• There are consumers who are discouraged by the first products launched on the market because they lack effectiveness and ease of use, and second chances are sometimes not granted.

In hair care, achieving the same effectiveness and experience as with liquid formats is the challenge. Customers won't stop using a product for one that doesn't meet their needs or is less effective for them.

How to continue?

1. Educating . As brands, we need to continue informing, educating, showing, comparing, and thus emphasizing parity.
2. Selecting. The best active ingredients to achieve scalp wellness and beautiful hair. When looking for hair care products, more than 50% of consumers prioritize active ingredients. Many are familiar with the effects of some of these on the skin, and it is at this point that they make the connection between a healthy scalp and beautiful hair, and the demand for these products continues to grow.
3. Meeting needs. Cleanliness is no longer enough; consumers demand more: optimal performance, tolerability, sensoriality, stability, and environmental friendliness. In short, they need to address consumer needs—hair loss, flaking, scalp hydration, and oiliness—so they can feel comfortable trying something different, while improving reliability and innovation.