By leading with practices that not only minimize harm but actively improve the world, these brands are helping restore ecosystems and uplift communities.
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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Simone de Vlaming
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
