Green cosmetics: the explanation behind and strategies for brands to adopt it

The beauty industry is evolving, and one brand is leading the charge towards a greener future with the introduction of the Shine On Me Face Stick. This innovative product, developed by Provital, is more than just a makeup essential – it's a testament to the power of sustainability and ethical practices.

The Shine On Me Face Stick is sourced from the plant Heterotheca inuloides, traditionally known for its anti-inflammatory and wound-healing properties. Recent scientific research has corroborated these applications, revealing anti-inflammatory and analgesic effects, as well as antioxidant efficacy. The star ingredient, ETHICSKIN, is an eco-ethical initiative developed and produced in Querétaro, Mexico, and is the first worldwide IRCC* under the Nagoya Protocol for a cosmetic ingredient.

Sustainability is at the heart of the Shine On Me Face Stick. It is 99% natural origin according to the ISO 16128 standard, vegan, China-compliant, and Cosmos-approved. But sustainability extends beyond the product itself. Provital has established the sustainability initiative Mujeres y Ambiente to protect biodiversity and fairly compensate rural producers for their labour and inherited knowledge.

The Shine On Me Face Stick offers more than just sustainability; it delivers on skincare benefits too. With preventive aging benefits, it provides skin elasticity and firmness, smoothens the skin surface, and offers 120 hours of moisturization. Other COSMOS-approved ingredients in the formula include cucumber and lemon extracts.

In a world where consumers are increasingly conscious of the environment, brands that are embracing sustainability are reaping the rewards. A study by Mintel in 2020 found that 83% of adults in Malaysia would like to see more innovative sustainability ideas from big beauty brands. The demand for environmentally-friendly makeup is a global, wide-reaching movement that can boost a company's branding and market share.

The Shine On Me Face Stick provides an example of what environmentally-friendly makeup can be and the possibilities to innovate in this field. By choosing to develop environmentally-friendly makeup, cosmetic brands are not only appealing to today's consumers but also setting themselves apart in the current market.

Brands that are embracing sustainability must perform extensive research on the ingredients they'll be using as well as their production operations. Sustainability is linked to working conditions for farmers and equitable taking when traditional knowledge of native communities is used. Provital was supported in the development of ETHICSKIN by organizations and initiatives focused on sustainability and fair remuneration of indigenous communities, ensuring ethical sourcing and benefit-sharing.

Energy consumption is minimized throughout all the product's lifecycle in sustainable cosmetic production. The Shine On Me Face Stick utilizes Provital's innovative new multi-purpose ingredient ETHICSKIN, which offers a quick, easy, makeup-meets-skincare product that adds a hint of sheen and rich moisturization.

Environmentally-friendly packaging and waste management programs that embrace circular economy models are essential for sustainable cosmetic companies. The Shine On Me Face Stick represents a compelling opportunity for cosmetic brands to appeal to today's consumers and stand out, becoming one of the keys to succeed in the current market.

In conclusion, the Shine On Me Face Stick is more than just a beauty product; it's a symbol of the future of the beauty industry. By choosing to go green, Provital is setting a new standard for sustainability and ethical practices in the cosmetics industry.