Waterless, refillable, recycled: circular cosmetics are springing up like mushrooms


Recent launches include an increasing number of waterless productsstrong points Ecovia Intelligence. The brands are launching solid shampoos, fabric masks and related products. By not containing water, these products have a lower environmental impact as they require less packaging, have lower transport and distribution costs and can be self-preserved. Garnier, Avedaand Chlorane are among the established brands that have launched waterless products in the past two years. In June, P&G joined the bandwagon and announced that it will launch solid shampoos and conditioners under its head shoulders, Pantene, Plant essences and Aussie brands.

Waterless innovations are now spreading in color cosmetics, although powders and sticks have long been common in this category. Newcomers love SBTRCT go even further with plastic-free and zero-waste products.

Skincare seems to be the very next frontier for waterless products. Emerging brands like yodi, Mono skin care and Dakota House are pioneers in the category, with suppliers such as aircos Where Superga Beautyamong other things, multiplying innovations.

To close their packaging loops, brands are also moving away from single-use plastics and refillable packaging is gaining prominence. Additionally, Terracycle has extended its Loop platform for refillable packaging to various countries. Labeled a circular reuse platform, Loop works with cosmetics companies and retailers so consumers can return product packaging for reuse.

In the deodorant sector, innovations relate to refillable packaging. Picky and Wild Cosmetics, for example, are British brands that have launched long-lasting deodorants in refillable deodorants. Fussy deodorants have clean formulations and are housed in compostable, plastic-free packaging; the products are marketed as “next generation” deodorants.

As for the ingredients, recycling is becoming increasingly popular as the cosmetics industry seeks to valorize waste streams. Major ingredient companies, such as Dow Chemicals and Expanscience Laboratories, use food by-products to create new natural ingredients. Fruit pits, vegetable peels and coffee grounds are among the waste materials used. The Finnish start-up Innomost manufactures cosmetic ingredients from birch bark. Dr Craft, Ok, circle up and Kadalys are some of the brands that are developing dedicated product lines with “recycled ingredients”.

The move towards circularity also encourages collaborations. Clariant, Beiersdorf, Borealis and Siegwerk have teamed up to create circular packaging innovations. The Design4Circularity initiative has created a clear polyolefin bottle made from 100% post-consumer recycled materials. Packaging materials can be recovered and fully recyclable for the same application.

As the circular beauty trend gains momentum in the cosmetics industry, Ecovia Intelligence believes its success will depend on customer behavior. Buyers will buy new products if they are aware of their sustainability merits. Consumers also need to be informed about how to use waterless products, what packaging to recycle, where and how to refill it. “The cosmetics industry produces sustainable products, but are consumers preparing for this,” request Ecovia Intelligence.

Sustainable Cosmetics Summit – European Edition

Waterless cosmetics, recycled ingredients, refillable packaging, new packaging materials and customer behavior will be featured in the next Sustainable Cosmetic Summit. Lush, Terracycle, SBTRCT, Clariant, Dow Chemical, L’Oréal (Garnier), Fussy and Kadalys will share their experiences at the event. Since 2009, the Sustainable Cosmetics Summit has covered sustainability issues in the cosmetics and personal care industry.

The European edition will take place at the Paris Marriott Champs-Élysées hotel on November 7-9, 2022.

More information is available from www.sustainablecosmeticssummit.com/Europe/


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