How are beauty brands promoting sustainability and cruelty-free practices?

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Last updated :
May 23, 2023

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How are beauty brands promoting sustainability and cruelty-free practices?

Glam Green: The Stunning Shift of Beauty Brands to Sustainability and Cruelty-Free Practices

Hook: Imagine a world where your favourite lipstick, the blush that adds a rosy hue to your cheeks, or the moisturizer that keeps your skin supple, are not only enhancing your beauty but also contributing to a healthier planet. Welcome to the evolving landscape of India's beauty industry.

The Allure of Sustainability

In recent years, the concept of sustainability has become a buzzword, infiltrating various sectors across the globe. It has now glamorously sashayed its way into the Indian beauty industry. Brands are increasingly incorporating eco-friendly practices, not only because it's the need of the hour, but also because the savvy, environmentally-conscious Indian consumer demands it.

A Nielsen survey revealed that 73% of global millennials are willing to pay extra for sustainable goods. In India, the millennial and Gen Z population, which forms a significant consumer base for beauty brands, are increasingly aligning their purchasing decisions with their values. This shift in consumer behaviour is a key driver behind beauty brands going green.

Cruelty-Free: The New Beauty Norm

Just as sustainability has gained traction, so too has the call for cruelty-free products. The term refers to products developed without testing on animals - a practice viewed as archaic and inhumane.

In 2013, India became the first South Asian country to ban cosmetic testing on animals, a milestone moment. Following this, Indian beauty brands have progressively adopted cruelty-free practices, with labels like "PETA-Approved" and "Leaping Bunny Certified" gracing product packages.

Green Glam: Brands Leading the Charge

Indian beauty brands are now taking meaningful steps to promote sustainability and cruelty-free practices. From product formulation to packaging, here's a peek into the initiatives of some popular brands.

  • Plum: Known for its vegan, cruelty-free products, Plum has taken sustainability a step further. They offer a unique "Empties4Good" initiative, where consumers are encouraged to return their empty Plum product containers for recycling, incentivizing them with reward points.
  • SoulTree: This brand goes the extra mile by offering certified natural beauty products. From sourcing organic, ethically-grown ingredients to using recyclable packaging, SoulTree is a testament to the seamless blend of beauty and sustainability.
  • Juicy Chemistry: This brand’s products are Ecocert (France) certified organic. Each ingredient in their products is environmentally friendly and cruelty-free, meeting the strict standards set by Ecocert.
  • Arata: With a tagline of "Nature Derived", Arata has embraced plant-based, toxin-free, and cruelty-free practices. The brand uses 100% recyclable packaging and emphasizes transparency about its ingredients.

The Challenges on the Catwalk

Transitioning to sustainable and cruelty-free practices is not without challenges. Sourcing natural, organic ingredients can be expensive, potentially leading to higher product prices. Regulatory challenges also pose a hurdle. While India has banned animal testing, it doesn't have stringent regulations on labelling products as "organic" or "natural", which could lead to misuse and consumer mistrust.

However, the beauty industry is resilient and innovative. With increased awareness and demand, brands are finding ways to overcome these challenges, making the path to sustainability and cruelty-free practices not just a trend, but a norm.


The green beauty movement is a win-win situation. It's a win for the consumers who can enhance their beauty guilt-free. It's a win for the animals who are spared from testing. And, it's a win for our planet that is a little less burdened with every sustainable decision we make.

So, the next time you pick up that lipstick or moisturizer, check if it's contributing to a greener planet. And remember, every little choice makes a big difference.

Now that you know about the shift in the beauty industry, why not share this knowledge? Go ahead and share this article with your friends and family. Let's all be a part of this stunning shift towards sustainability and cruelty-free practices in the beauty industry.

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