The beauty industry now seems united on reducing the impact of plastic pollution, with new thoughtful packaging strategies and refined formulations. Lush is pioneering the movement for zero packaging (‘naked’, as they call it) by making products in solid form, from shampoo to make-up, and in January 2019 the brand will open the first packaging free cosmetic shop in the UK.
In addition to the #passonplastic campaign, comes the rise of #waterlessbeauty. As the industry’s most-used ingredient, there are concerns that demand for water could outstrip supply. Cosmetics giant L’Oréal has committed to a 60 per cent reduction in water consumption per finished product by 2020 (from a 2005 baseline), while Unilever is committing to halve the water associated with the consumer use of its products by 2020 (against a baseline of 2010).