Paper Bag Day: How beauty brands are going green and why it matters?
A veteran brand globally known for championing ethical beauty, The Body Shop has eliminated plastic bags entirely from its Indian retail footprint. 'At The Body Shop, we use 100% recycled paper which is reusable,' Chaturvedi adds.This initiative isn't just a seasonal campaign or a single SKU marketing strategy—it's rooted in a broader mission. The brand is actively educating consumers to reuse the paper bags and opt for refill stations for skincare and haircare products in select stores. 'As customers become more environmentally conscious, brands must demonstrate leadership through transparency, clear purpose, and decisive action,' he affirms.In an industry where packaging often becomes the bulk of post-consumer waste, The Body Shop's commitment sends a strong signal: sustainability isn't a luxury or trend, it's a non-negotiable foundation.'Sustainability shouldn't be an isolated effort; it needs to be a fundamental brand commitment,' Chaturvedi concludes—urging peers to view green initiatives not as marketing optics but as moral imperatives.GREEN REVOLUTION FROM THE GROUND UP At the supplier and back-end level, Esskay Beauty Resources—a major distributor to salons and spas—has been paving its own green path. 'Sustainability is the cornerstone for a responsible beauty industry,' says Ankit Virmani, Director, Esskay Beauty Resources.On the occasion of Paper Bag Day, Esskay is reaffirming its focus on 'low-waste and eco-friendly practices and products.' Virmani believes the revolution must begin at the roots—with brands rethinking materials, manufacturing, and distribution altogether.'We proudly uphold our commitment to the environment with sustainable packaging solutions, replacing single-use plastics with biodegradable alternatives like paper bags and recyclable materials,' he says.But Esskay's vision extends far beyond the bag. Their product line includes vegan, cruelty-free beauty essentials made from ethically sourced ingredients—an alignment that speaks volumes in a market increasingly shaped by conscious consumers.'Our vegan products, crafted with ethically sourced, cruelty-free ingredients, further reflect our dedication to minimising the environmental impact,' says Virmani. 'We are committed to empowering salons to adopt greener practices, thereby ensuring beauty enhances both people and the planet.'FROM PACKAGING TO PURPOSE: WHY PAPER BAG DAY MATTERS MORE THAN EVERadvertisementWhat makes this year's Paper Bag Day particularly notable is the level of accountability brands are now assuming—not only for what goes inside the bottle, but what wraps around it.The beauty industry has long struggled with its plastic problem, but paper bag adoption is one of the small, visible steps that's creating ripple effects. According to a 2024 report by the India Retail Forum, over 58% of urban shoppers now prefer paper or cloth bags over plastic—indicating that consumer behaviour is catching up to brand philosophy.In this changing landscape, brands like The Body Shop and Esskay aren't merely ticking ESG boxes—they're actively shaping the future of sustainable beauty.The question now isn't whether paper bags are enough. It's whether brands are willing to integrate sustainability into every layer of their operations—with authenticity, action, and accountability.- Ends
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