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The Changing Beauty Consumer: Rise of Sustainability

January 26, 2025 by Uche Moghalu Leave a Comment

Over 120 billion pieces of cosmetic packaging is created each year. As the vanity is filled in, bathroom counters lined up, and drawers crammed with products, what happens to them after they are finished? Beauty has been a staple in today’s society with individuals wanting to feel their best selves, in their own way. However, the beauty industry is no longer just about what it takes to make a consumer feel beautiful. The beauty sphere has started to change in recent years due to rising issues of sustainability. Words such as “organic” and “natural” are taking precedence in a society that values transparency and ethics. Consumers are caring more about “what” exactly they are putting on their skin and how it affects the planet they live on. There is much to understand pertaining to what truly makes a product good for the Earth. 

Consumers are becoming more empowered and educated on the ingredients in their products. Because of this, materials tend to go through a cycle of boycotting and banning. Whether it is silicone and dimethicone in hair care or parabens, fragrance and phthalates in skincare, consumers are increasingly conducting research and making sure they have control over the products they are buying. As customers are caring more for what products they use, they are also exploring the nuances of what goes on at the end of their products’ life cycle. 

With over 95% of cosmetic packaging thrown away, there is a lack of consumer education on how to properly care for one’s products after they are finished. For example, the recycling process of a shampoo is completely different from that of a nail polish. The materials that make up the packaging also play a role. Glass has proven to be one of the most overall sustainable options, however, is also one of the more expensive to produce. Plastic, bamboo, and metal – there are a plethora of packaging formats out there. Understanding what each material entails in terms of recycling will help aid in the changing landscape and shift towards a greener cosmetics industry. 

As the awareness of sustainability is becoming more apparent, retail stores have started to make shifts in order to combat the crisis. For example, Sephora’s Beauty (Re)Purposed program and Ulta’s The Beauty Dropoff have created bins in their stores where consumers can drop off their cleaned out empties. Furthermore, individual brands such as Kiehls, Aveda, and Lush have created their own recycling programs, most times, in exchange for points or free products. 

As consumer preferences are changing, the beauty industry is adapting to meet the environment-conscious minds of their customers. Individuals are taking their personal care into their own hands and cosmetic brands are expected to follow in pursuit. Brands are working to create an industry that benefits not just the consumers they serve but the planet they live on as well. 

Works Cited 

“Beauty Empties Recycling Program With Pact Collective | Sephora.” Sephora, www.sephora.com/beauty/pact-collective-recycling-program.

Business Waste. “Makeup Waste Statistics and Facts | Cosmetic Waste Statistics.” Business Waste, 23 July 2024, www.businesswaste.co.uk/sectors/beauty-salon-waste-disposal/makeup-waste-statistics-and-facts.

“Ulta Beauty – the Beauty Dropoff — Pact Collective.” Pact Collective, www.pactcollective.org/ultaxpact.


Uche Moghalu

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Filed Under: Cosmetics and Society, Editor Blogs

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