Today, we are much more careful about what we put on our skin than we were yesterday. According to a study conducted by Birchbox, nearly 8 out of 10 consumers feel concerned by green beauty. "Green beauty" craze is rising inexorably!
But what does "green beauty" actually mean?
Green beauty encompasses all natural, vegan, certified organic or "clean beauty" cosmetics, a beauty as good for the skin as for the environment.
At Yodi, this is exactly our state of mind! We want to be as close as possible to your expectations in order to offer you the most adapted products to your needs, while respecting our future. So, we have chosen to give YOU the floor, and to interview 4 of our Yodistas about their beauty routine and responsible consumption.
Yes to beauty, but not just any
Today, as consumers, we are more and more informed about the products we buy: composition, active ingredients, concentration... We scan everything.
"For me, the most important thing is the ingredients and active ingredients composition in a product. I give significant weight to concentration to see if the product contains useful active ingredients or not. I don't like to have a product with too many superfluous ingredients." introduces Aurélie, entrepreneur and founder of Lets Glow Green, a podcast dedicated to the latest green trends.
This attention is reinforced by search for meaning, we want to know but we are also really concerned for our health. We are now aware of damage that can be caused by certain synthetic ingredients in perfumes and preservatives. We read labels more and more carefully. In addition, many dermatologists are reporting an increasing number of sensitized skin due to pollution, stress...
"I have very, very reactive skin, so I have to make sure I find products that my skin accepts. For me, looking at the composition of products is a desire but above all a need for my skin" underlines Morgane, a business school student in Annecy.
Many are waiting for proof and don't expect to be fooled, the consumer is becoming more and more informed. Deborah, a former beauty blogger turned influencer marketer explains: "I don't judge conventional brands, but I don't like brands that lie. A brand that says it's natural when it's not, it's a real problem."
So, we hold the key, beauty brands must now anticipate and be proactive in this transparency approach. We pay more and more attention to the products composition, what we apply to our skin and irritant-free products are gradually becoming the new natural beauty standard. "My first concern is to know what I'm applying to my skin. When I was younger, I had several skin problems due to acne, pollution... And I tended to apply everything on it to try to change that. Until I realized that my skin was damaged by accumulating different products," adds Thomas, founder of Vanm, an eco-responsible fashion brand for women.
Real trigger... or slow transition?
This transition towards a greener beauty is different for everyone. Travels, experiences, reports... All these events play a role in the path towards awareness.
For some, childbirth represents a real trigger as for Déborah: "I immediately wanted cleaner products for my daughter but also for myself. I want to set an example for her so that it becomes a natural part of her habits." or Aurélie: "I realized there were a lot of things not necessarily good for the baby. And I increasingly extrapolated to my lifestyle: what I don't want for my child I don't want it for myself either. "
For others, awareness is made in stages, in progressive way: "It is quite recent: 1 year ago, a friend told me about an application to scan products (INCI beauty). When I saw the score of my products, I got scared and since then, I decided to find clean brands without endocrine disruptors, sulfates... " explains Morgane.
For Thomas, it also happened over time: "When I was young, I developed a real sensitivity to the environment. All this has gradually developed and that's how I launched my project by linking nature, biodiversity and fashion. It's a whole learning process that grew as I went along. "
Changing our beauty routine... But not only!
In Europe, nearly 25% of us say we want to adopt a more sustainable lifestyle, consuming less but better. Taking care of ourselves today while taking care of the world tomorrow. How does this work on everyday life?
In cosmetics, awareness is twofold: consuming natural products more respectful of the environment but also products that are good for us. Understand your skin, your needs, to find an adapted beauty routine. "I've always used random products but now I'm careful. Before, I didn't really have a routine, but for the past year I've been trying to remove my makeup, wash my face morning and night, and apply cream. "says Morgane.
And Morgane is not the only one who has changed her routine. Déborah has also established new routines, new habits: "One day as a blogger, I tried removing makeup with oil and my skin was great so I decided to adopt this gesture. Objectively, I always clean my skin after removing my makeup. Then I add a very moisturizing serum and a night cream. It's a real routine that I'm unable to stop because I see results and my skin is beautiful and radiant. "
This change of mind towards a greener consumption does not only affect beauty. Regularly, these changes also affect our diet. You know it, what we apply to our skin is as important as what we eat! Actually, a change in our eating habits can then extends to our cosmetics. "First step: food, because I realized that I was not digesting some foods so I started to pay attention, stop eating meat, dairy products... This then extended to cosmetic products: sun cream, cream, shampoo, etc. " describes Aurélie.
How to adopt a responsible consumption ?
Contrary to what one might think, adopting responsible consumption is not necessarily easier said than done.
And since all major changes are made of small efforts, it is possible to reduce our environmental impact without completely changing our habits. "I no longer use plastic bags for shopping, I avoid using water bottles as much as possible, I sort my waste, I don't print any more... A lot of small futile gestures but very useful" explains Thomas.
Here are our tips if you want to adopt a more responsible consumption:
-consume locally: consuming local and seasonal products, close to home, promotes local workers employment while limiting the goods transport.
-choose products without or with recyclable packaging: by buying products in bulk or by the cut, you buy only what you need. For liquid products, dairy products and others, choose glass packaging instead. Above all, avoid double packaging.
-Prefer walking, cycling or taking public transport
-Learn to manage your products better: sort your waste, and whenever possible, try to give your products a second life. For example, rather than getting rid of a faulty electronic equipment, you can entrust it to associations, they will recondition it. For textiles, many platforms like Vinted are now set up to allow us to give our clothes a new life.
A new rhythm is gradually being set up, in order to consume less but better. "I can't say I am vegan; I care about what I use and buy products not respectful of our planet and our future. " concludes Aurélie "All these small gestures are very important for me to consume carefully. "
What expecting from clean brands?
Today we are looking for commitment from beginning to end: from product concept to sourcing and tracing of ingredients. "For me, a beauty brand today must have a clean formulation, natural and active ingredients, and pay attention to their concentration. Above all, traceability is crucial, and having passionate founders who source their ingredients to have a sustainable product" explains Aurélie. "Making a product today means making a good product for tomorrow by focusing on its environmental footprint. A brand will not last if it is not green and responsible." That's what sustainable development is all about today: meeting our needs today without compromising the ability of future generations to meet theirs.
We ask for transparency. INCI decoding applications have become a real pet peeve for beauty brands. According to Morgane, "For me, a green brand must openly show the products composition without hiding anything. That's the whole point of transparency with a real commitment, real evidence and not "green washing" as many do."
This commitment goes not only through products composition but also through their packaging.
As our resources become more and more limited, increased waste are frowned upon. Therefore, zero waste lifestyles are on the rise.
Recycling, upcycling, solid cosmetics, biodegradable ingredients... Consumer demand is growing. "I am deeply embarrassed by a brand with a great composition and formulation but that uses a not recyclable plastic bottles. It's all about consistency. We must take care of ourselves while taking care of the planet" adds Déborah.
For the brands' approach to be as sincere and credible as possible, the communication must also be clear and transparent: "What I like in a brand is its real commitment, its transparency" underlines Thomas. "A clear communication to know from beginning to end what is going on. A real commitment behind company's doors, not just for fashion and trends. A real ecological background, a corporate philosophy, not just a nice image. "
Spontaneity, freshness, dynamism: a perfect cocktail to catch the consumer attention : "I pay a lot of attention to the brand state of mind and its environment. It's a bit like a couple, the brand has to match my way of consumption. I need to adhere to the ethics of the brand, to its philosophy" insists Aurélie.
An eco-responsible brand must now :
-propose formulas with healthy and good ingredients identified as by the consumer,
-be transparent about its formulas,
-use manufacturing processes as environmentally friendly as possible,
-have a positive environmental impact.
What they think about Yodi
YODI products innovation is to have succeeded in formulating products without water. The absence of water preserves active ingredients or cosmetic formulation native qualities both during their production and their transport. Our products are therefore preservative-free.
"I love idea of not using water in the product itself but rather the water we use ourselves in the shower ! The playful side of going from powder to cleansing milk is really nice. It's a pleasure to discover innovations like this." stresses Thomas. "I like the idea of doing something good for your skin while doing something good for the planet. "
At Yodi, we focus on efficiency and quality. Our goal is to offer products designed with as little plastic as possible and support zero waste movement. "The innovation of the powder is great, the bottles are great! The returnable caps and the recyclable aluminum bottle is great. "says Deborah.
Yes, we chose to use aluminum bottles, infinitely recyclable, PP caps (recyclable) and wood cellulose labels. "What I like most is the ethics, commitment, eco design and traceability. The packaging is elaborate, there is little plastic. It is very important today and it will be even more important tomorrow." says Aurélie.
Each active ingredient has been traced and sourced. All ingredients of our products are indicated on the bottles front. "I love 100% green and transparent aspect. I think it's really great to be able to know exactly which ingredients are in the products, how many there are. To really know the product composition" concludes Morgane. "There is a real work on both composition and concept."
Reinventing beauty consumption through innovative, effective, natural and committed products. Taking care of yourself while also taking care of others. Consuming beauty products while promoting environmental protection. This is Yodi vision of conscious beauty. However, underneath these two words, there are multiple interpretations:
"Beauty that makes good products for today but also for tomorrow and for future generations. The question is: Tomorrow what will be my environmental impact on the planet? Knowing which product I have in my hands. "describes Aurélie.
For Morgane it is about "good composition products and especially body respectful products, brands that don't practice "green washing", with a real eco-responsible commitment."
Thomas explains: "For me, it is above all awareness for both consumer and brands. For the consumer, it is about knowing what we put on our skin, what we use. For the brand, it's about transparency, explaining what's in the product composition but also what's behind the products: brand commitment, values and vision. "
Déborah, on the other hand, prefers to talk about "beauty in consciousness, as if we intellectualize the beauty ritual to please ourselves."
Clean formulation, eco-designed packaging, transparency and commitment: these are the key words of tomorrow's green brands.