The Evolution of Beauty Shopping: From Lipsticks to Ethical Choices


    The beauty shopper’s face has changed a lot in recent years. They are no longer just tall, white and skinny. They now come in all shapes, shades and sizes and we are here for it! Most importantly, they now have eyes that look for things beyond tints and palettes. They are mindful, insightful, and conscious of how their purchase at the beauty shop may impact others. They also understand that the makeup brands are not just beauty enhancement providers, they are our partners in this new empowered era of conscious consumerism.

    a female vlogger broadcasting makeup products in a video/streaming platform

    And while we do our best to educate ourselves and do our part in saving the planet, the biggest environmental footprint is, undeniably, a corporate responsibility. Companies have a duty to minimize their impact on the environment by implementing sustainable practices, reducing carbon emissions, conserving resources, and promoting eco-friendly products and processes. This responsibility arises from the recognition that businesses play a significant role in shaping the environmental future of our planet, and they should strive to operate in ways that contribute to its long-term well-being.

    How Values Affect Branding

    In the past, when a shopper went out to get makeup and other cosmetic products, they’d usually find a selection from a few big companies. Today, it’s a lot more different since the cosmetic platform is in the middle of a positive evolution. There are way more brands to choose from, with variety and values that cater to consumers’ every need and want.

    Brand value in the cosmetic industry is the perceived worth and reputation of a cosmetic brand in the eyes of consumers. It encompasses factors such as product quality, safety, efficacy, brand image, and consumer trust.

    A significant 78% of consumers now expect brands to go beyond profit-making and make a positive contribution to society. This trend is particularly pronounced among younger generations, like Gen Z and Millennials, who actively choose products from brands that have a positive social impact.

    Integrating brand’s values with a particular cause can infuse the brand with deeper meaning. 

    A man in a business suit holding a sapling in his hand

    However, the brands that truly resonate with conscientious consumers are those that authentically align their core values with a specific cause. This way, their positive impact appears as a natural extension of the brand’s identity, rather than a superficial attempt to appeal to socially conscious consumers through token corporate donations.

    Brand values represent the core principles and priorities that define the brand. These values should be deeply ingrained in products and resonate with the entire team’s beliefs and commitment.

    Brand values must remain steadfast and unwavering. The brand will not engage in any product development, marketing campaign, or hiring decision that contradicts these values. Instead, these values will act as a guiding beacon, shaping all their actions and choices.

    From Brand Values To Causes

    Today, brand values go beyond product design and customer communication for numerous companies. They also encompass the act of giving back.

    A significant 60% of consumers think that when brands start tackling social justice problems, we could witness substantial positive changes. Moreover, 62% believe that cause marketing can play a role in making social justice issues more mainstream. Additionally, a big 77% of consumers lean towards shopping with environmentally responsible brands.

    Ethical Sourcing and Fair Trade 

    Ethical sourcing is the practice of procuring goods and materials in a way that upholds principles of morality, social responsibility, and sustainability throughout the supply chain. 

    Fair trade, on the other hand, is a specific approach to ethical sourcing. Fair trade organizations establish mutually beneficial relationships between producers and consumers, ensuring fair wages, safe working conditions, and environmentally sustainable practices. The goal is to empower producers and create a more equitable global trade system.

    Both ethical sourcing and fair-trade aim to promote social and environmental responsibility in commerce, although fair trade is a more specialized subset of ethical sourcing with a particular focus on addressing the challenges faced by disadvantaged producers.

    Making Informed Choices 

    Making informed choices when buying makeup is valuable for several reasons. Firstly, it helps you select products that align with your skin type, tone, and personal preferences, leading to a more satisfying and effective makeup application.

    A shopper comparing/choosing between two bottles of products in a store

    Additionally, informed choices can contribute to your overall well-being. By understanding the ingredients in makeup products, you can avoid allergens or substances that may be harmful to your skin. This can prevent skin irritations and allergic reactions.

    From an ethical standpoint, informed choices enable you to support brands that prioritize sustainability, cruelty-free practices, and fair labor conditions. This promotes responsible consumer behavior and encourages companies to adopt more ethical practices.

    In its totality, being informed about your makeup choices not only enhances your appearance but also benefits your health, supports ethical brands, and contributes to a more responsible and sustainable beauty industry.

    What To Look For

    Transparency. Transparency in the cosmetic industry refers to openly sharing information about a brand’s products, ingredients, sourcing, and manufacturing processes with consumers. It involves providing clear and accessible details about product formulations, safety testing, and any potential environmental or social impacts associated with the products.

    Transparency can enhance brand value by building trust and loyalty among consumers who value openness and ethical practices in the cosmetics they purchase.

    Product sources. Conscious consumers are concerned about the origins of the products. It’s crucial to take into account both the environmental and social effects of products and the materials used. Take Loli, for example, a skincare brand that partners with Givz, produces items that are eco-friendly, free from water and toxins, and devoid of waste, while also ensuring they are ethically sourced, free from any association with slavery or exploitation.

    Packaging. Environmentally aware consumers place high importance on packaging. They prefer packaging that is recyclable at a minimum, but ideally, they favor biodegradable options. Moreover, they advocate for the reduction of unnecessary packaging. 

    A selection of eco-friendly packaged products


    This movement influencing consumers to infuse their purchase power with the values they stand for will continue to flow though the market for some time. We hope it stays, actually. It has helped consumers be more mindful of our decisions at the counter. But the beauty brands and labels have to do their part, too, because whatever good we do with a single purchase is minute compared to a month’s worth of production footprint at the factories.

    If company claims are true and consumer opinion really does matter to them, then we can help them see the vision of mindful makeup and its impact. We can make them listen. Beauty, after all, isn’t just skin-deep.


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