In June, California passed a bill restricting single-use plastics, adding governmental pressure to an already growing consumer pressure for brands to do more than greenwash their product offerings. Now, beauty brands are extending sustainability practices beyond their products, engaging consumers and clients with sustainable lifestyle shifts.

Eco-friendly goods brand Blueland is launching a helpful service to accompany its first skincare product debut: “Beyond the Bottle” is the brand’s new Twitter campaign, where Blueland employees will advise on how to appropriately recycle product packaging from any brand, in any location.

“The industry expects the [conscious] consumer to do a lot of work,” Blueland Founder Sarah Paiji told Glossy in a statement. “Recycling is very local; [accessibility] really depends on the Material Recovery Facility near you that’s processing your products. We can do the research and provide [consumers] a customized answer.”

A room with green walls and two trees painted onto the walls with leafy vines hanging from the ceiling and a green cart of beauty products to the right. Writing on the wall reads: The Farmacy Green Clean Garden. One scoop removes it all!
Farmacyland by Farmacy, courtesy of @farmacybeauty on Instagram

Farmacy is focusing on sustainability with a popup of their sustainable beauty offering made with upcycled infrastructure this summer. The farm-sourced skincare brand, recently acquired by Procter & Gamble, set up the temporary “Farmacyland” in NYC’s Soho neighborhood with four interactive sections dedicated to four products and is physically comprised of 83% recycled or repurposed materials. Farmacy Beauty packaging, recycled plastic bags and cosmetic bags, fabric and metal scraps were used to build the shop designed by sustainability-minded fashion designer Zero Waste Daniel.

“It was important for us that the elements of our pop-up were items that had already been used at other events or recycled,” Catherine Albaladejo Birli, Associate Director of Global PR and Partnerships told Beauty Matter. “We wanted to showcase how recycled, discarded, and leftover materials can be used as an artistic vehicle.”

A peach marbled table is set with an oil diffuser, vases of greenery, an empty wine and water glass, and a fork, knife and spoon on a napkin. A name card reads "Marina Testino" and a menu reads Susanne Kaufmann at the top, Native at Browns at the bottom.
Susanne Kaufmann event hosted at Native at Browns

Vogue highlighted two beauty events from this year that revolved around earth-friendly products and practices as well. Locally sourced botanical skincare brand Susanne Kaufmann hosted a range of events at venues committed to zero waste and sustainability. One tastemaker event was at Native at Browns; “an intimate zero waste dinner…to celebrate and acknowledge the advancement of sustainability in the luxury space.” Orpheus, a bioactive skincare brand, hosted an event at a restaurant called Farmacy that only serves seasonal and plant-based food.

As these brands have shown, sustainable products aren’t the only thing the beauty industry can offer to become more eco-friendly. These brands are finding inventive and engaging ways to help consumers take sustainable action beyond recycling.

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