World Environment Day: How Beauty Brands Are Making Sustainability the New Standard
The beauty industry is undergoing a green transformation, with leading brands redefining luxury through sustainability, ethical sourcing, and circular innovation.
Sustainability is having its well-deserved moment in the beauty world and this time, it's more than skin deep. Gone are the days when beauty was judged solely by glossy packaging and sensorial formulas. Today, the most forward-thinking brands are rewriting the playbook, proving that luxury and responsibility can and must coexist. This World Environment Day, as global attention turns to environmental accountability, beauty brands in India are not just pledging sustainability they're embodying it.
'At L'Occitane en Provence, beauty and sustainability go hand in hand," says Simi Dewan, Deputy General Manager, L'Occitane India. 'We responsibly source natural ingredients with full traceability, protect biodiversity, and support local communities." The brand's Big Little Things program encourages customers to return empties from any beauty brand for recycling. With eco-refills that cut plastic use by up to 85%, L'Occitane blends indulgence with intention—reminding us that every small action contributes to a larger ripple effect.
The Body Shop, a pioneer in ethical beauty, is leading with purpose on multiple fronts. 'Sustainability is at the heart of everything we do—from how we source our ingredients to how we package our products," shares Harmeet Singh, Chief Brand Officer, The Body Shop – South Asia. Their long-standing partnership with Plastics For Change has supported over 2,000 waste collectors in India, building a more inclusive and ethical waste management ecosystem. Meanwhile, their Return, Recycle, Repeat (RRR) program ensures packaging doesn't end up in landfills but gets a meaningful second life.
This deepening shift in values is becoming more than just an industry trend—it's an evolution. 'Sustainability in beauty is not just about keeping up with trends, it's about safeguarding the future," explains Vidushi Goyal, Chief Marketing Officer, Swiss Beauty. With a growing focus on vegan formulations and cruelty-free products, Swiss Beauty is part of a new wave redefining what glamour looks like in the age of environmental consciousness.
The sentiment is echoed by Saahil Nayar, Co-Founder and CEO, Mila Beauté, a skincare-infused makeup label, 'Modern beauty consumers are thoughtful and discerning. They care not just about how well a product works, but also about its ingredients, production process, and impact on the planet." Mila Beauté's clean, toxin-free approach underscores a rising demand for transparency and integrity—proof that innovation today is as much about ethics as aesthetics.
Haircare, too, is undergoing a green glow-up. Celebrity hairstylist Florian Hurel, founder of fhair, shares, 'Our commitment to sustainability starts at the core with clean formulations, recyclable packaging, and ethical sourcing. Sustainability isn't just a standard. With fhair, it's a promise." His label steers clear of harsh chemicals while embracing community-driven eco-awareness, proving hair health and planetary health can grow hand in hand.
Brands like O3+ are taking this further by rethinking salon operations. 'We consciously avoid the use of cartons, and our packaging materials are FSC-certified," says Vidur Kapur, Director, O3+. 'In salons, we replace disposable tissues with reusable sponges, and our facial kits use recyclable materials." These changes, though subtle, build toward a larger ecosystem of responsible consumption and low-waste luxury.
K-beauty brand Innisfree, known for its nature-powered formulations, is quietly cultivating change, too. 'We've introduced recyclable packaging across several lines and are expanding refillable options in India," says Mini Sood Banerjee, Assistant Director and Head of Marketing, Innisfree India. 'We minimize our environmental impact by using FSC-certified packaging instead of plastic, delivering effective beauty that's kind to the planet."
At the heart of this industry-wide awakening lies one shared belief: beauty must no longer come at the cost of the Earth. Whether it's reducing plastic waste, supporting fair trade, or embracing circular design, these brands are showing that sustainability is not a trend to chase, it's the foundation on which modern beauty must be built.
Because ultimately, the most beautiful glow is the one that comes with a clear conscience.
First Published:
June 05, 2025, 07:43 IST
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