The future of sustainability in personal care products depends on how valuable sustainable product claims are to consumers. This article reviews natural and sustainable ingredients and certifications. My conclusion is that if the market for sustainable products is to grow, consumers must be able to select products based on their measured environmental impact. Therefore, a universally recognized global certification for sustainability is clearly needed.
In November 2019 I published an analysis of the indie brands space in personal care in HAPPI magazine.
Indie brands are a rich source of innovative ideas in personal care. I looked at over 200 brands to see what sets them apart from the market.
Let me know if you are interested in the analysis behind the article. I can provide a more detailed report with data on every brand in the analysis.