Beauty & Wellbeing Market Report - Flipbook - Page 24
04
Care, fairness
and trust
Ethical beauty and wellbeing have
played a major role in conscious
consumerism for several years but
this took on a new significance
during the pandemic as consumers
placed even greater value on
the principles of care, fairness
and trust.
Every certified organic product
is independently reviewed and
approved by the Soil Association
Certification to ensure its
ingredients, packaging and labels
meet the stringent COSMOS
standards. The Soil Association
and COSMOS logos are seen
as the gold standard in organic
beauty and wellbeing certification
and give reassurance and trust
to consumers that not only is
the product organic, it adheres
to organic principles that help
support the planet.
Nearly half of consumers (47%)
said that knowing about these
principles made them more
likely to buy certified beauty and
wellbeing products34.
24 | Beauty & Wellbeing 2021
Certified organic beauty brands
led the way with initiatives to
give back to communities and
the environment, helping the
most vulnerable and reinforcing
the values on which the Soil
Association charity was founded.
Pai worked around the clock
during lockdown to create and
manufacture its Action Spirit
hand sanitiser in just two weeks,
donating a free sanitiser to NHS
staff, local schools and nurseries,
care homes, charities and beauty
banks for every sanitiser that was
sold. It also created care packages
for NHS workers caught up in the
pandemic, featuring a selection
of its products to help them relax
and unwind after their shifts.
Further afield in Jordan, Amina’s
Skin Care works with female
refugees by providing employment
opportunities that empower local
47%
of consumers said that
knowing about these
principles made them
more likely to buy
certified beauty and
wellbeing products.
women, as well as supporting
wildlife habitat preservation.
These initiatives not only
give brands another layer
of authenticity and trust to
communicate to consumers,
they also help support the Soil
Association’s wider goals. Soil
Association Certification is a
wholly owned subsidiary of the
Soil Association charity, which
campaigns to transform the way
we eat, farm and care for our
natural world. From lobbying
for better farming standards to
campaigning for good food for
all, consumers and brands see the
Soil Association logo as a symbol
of kindness and trust.
Spotlight: TRUE Skincare
The brand has pledged to
donate £5,000 every year to
environmental charity Fauna
and Flora International to
protect the world’s threatened
species and habitats.
TRUE aim to be carbon neutral
(and eventually, negative!).
Partnering with Ecodrive LLC,
they plant a mangrove tree for
every order placed through
their website whilst working
to offset all of the emissions
produced throughout its
supply chain – from sourcing
ingredients and packaging, to
delivery to trade partners – by
calculating the weight, distance
and mode of transport in
order to, not only compensate
but overcompensate, for the
emissions released, from source
to skin.
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