Sustainability and animal welfare have become key factors shaping consumer
purchasing decisions. According to a 2023 NielsenIQ
report,
more than 60 percent of consumers consider sustainability more important now
than in previous years.
As demand for sustainable products grows, so does the pressure on beauty brands
to adopt better practices. The sustainable beauty market, expected to reach over
$326.8 billion by
2031,
has driven many vegan beauty brands to level up their game to appeal to
conscientious consumers.
Many of these brands are now taking their ethical commitments even further by
adopting regenerative
practices that
restore ecosystems and strengthen communities. This shift provides a unique
opportunity for vegan beauty brands to stand out in a competitive market, expand
their reach and go beyond traditional sustainability efforts.
Restoring balance through regenerative farming
Instead of merely choosing organic ingredients to reduce environmental harm,
more vegan beauty brands are now sourcing ingredients from farms dedicated to
restoring ecosystems. With this approach, not only do they prioritize animal
welfare but also improve soil health, increase biodiversity and capture carbon.
Italian beauty brand Furtuna Skin says it takes a
regenerative approach to every aspect of its ingredient sourcing. Launched in
November 2019, the brand experienced 10 percent growth
month-over-month
in 2020 amid the pandemic.
“Our mission is to leave the people and places we touch better off than when we
found them,” says Kim Walls, Furtuna
Skin’s co-founder. This commitment is reflected in the brand’s “farm-to-face”
practices — the company’s wild
botanical ingredients are grown on its 800+-acre organic Sicilian farm that
nurtures the land and ensures its plant life will thrive for generations to
come.
Turning byproducts into valuable resources
Another increasing trend in vegan beauty is the use of upcycled ingredients. A
2023
study
highlighted that coffee,
fruits
and olives
are the most frequently used upcycled ingredients in the beauty industry.
Many vegan brands are taking advantage of these residues — which are packed with
fatty acids, vitamins, minerals and antioxidants — to formulate effective and
sustainable cosmetics that mitigate the environmental impact of food waste.
There’s a reason behind this trend: Conscious consumers are also favoring vegan
brands that give new life to ingredients that would otherwise go to waste.
Upcircle’s success and rapid growth are a good
example of this. The UK’s leading upcycled skincare brand gained popularity
thanks to its innovative use of upcycled coffee grounds in its formulas. Founded
in 2016, UpCircle quickly expanded to 8 European countries within its first
year. Today, the brand is available
in over 45 countries, has earned multiple
awards,
and has been featured in major publications including Vogue and Marie
Claire.
Closing the loop with compostable packaging
While sustainably sourced ingredients are a key factor in consumers'
decision-making, beauty brands should also prioritize their products’
packaging.
A survey conducted by Provenance and London
Research
revealed that more than 70 percent of beauty consumers prioritize sustainable
packaging as an important purchase consideration. Similarly, the newest
Explorer
research
showed that more than 40 percent of consumers avoid single-use plastics.
As 62 percent of beauty
companies
now invest in sustainable packaging, some vegan beauty brands are leading the
way with innovative solutions beyond traditional recycled and recyclable
materials.
Brands such as Biode are now using home-compostable
packaging to help customers enrich their soil instead of further polluting the
environment
with single-use plastics.
Besides reducing their environmental impact, compostable packaging helps
companies stand out in the market — especially among Gen
Z,
who view home-compostable packaging as the most sustainable solution.
Strengthening communities
Although many companies center their sustainability efforts on environmental
preservation, the concept of sustainability encompasses much more — including
social aspects such as community wellbeing.
According to Markstein and Certus
Insights,
about 46 percent of consumers pay close attention to a brand’s social
responsibility efforts when they buy a product. However, conscious consumers
expect real actions, not just empty words.
“Consumers are looking for brands to show them — not just tell them — what
they’re doing,” says Sheila
McLean,
president of Markstein, Mid-Atlantic.
Consumers now seek authenticity and transparency, supporting purpose-driven
brands such as Hanahana Beauty — which sources
its shea
butter
directly from women-led cooperatives in Ghana, paying twice the asking price
for raw materials and creating access to healthcare for over 500 people.
Hanahana Beauty’s commitment to social responsibility has attracted over
$400,000 in investments and contributed to a $2 million growth in
sales
since 2017.
Regenerative business practices offer a win-win-win for beauty brands, the
environment and society. By leading with practices that not only minimize harm
but actively improve the world, these brands are helping restore ecosystems and
uplift communities.
Given the rising consumer demand for sustainable brands, implementing
regenerative business practices is also a smart financial decision — helping
companies differentiate themselves from their competition and increase profits
in the process.
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Founder, Conscious Bunny
Simone de Vlaming is a beauty expert with over 8 years’ experience and founder of Conscious Bunny — a trusted resource for cruelty-free, vegan, clean and conscious beauty. Simone is dedicated to helping beauty lovers make thoughtful choices that not only look good but also do good — for themselves, animals and the planet.
Published Jan 31, 2025 8am EST / 5am PST / 1pm GMT / 2pm CET