Once upon a time, ethics and business seemed a farfetched match, but today they are a power couple of sorts. As consumers become more educated about ingredients and how they are sourced, they are keener for products (and creators) that benefit the world around us.
In fact, ethics are proving a valid selling point for brands, with Euromonitor finding that being against animal testing was among the top trends in beauty for 2015. To keep you in the know about brands with ethics at the forefront of their business practice, BD takes a look at who they are and what they’re doing.
Environmentally sound
Weleda
Weleda is renowned for its ethics regarding the environment. The brand states: “We believe unwaveringly in cultivating beauty for all creatures; we don’t test our skincare products or their ingredients on animals and neither do our suppliers.” Alongside its adamant ban on animal testing, Weleda was heavily involved in founding independent certification scheme ‘NATRUE’ in 2007, and is a member of the Union for Ethical BioTrade, which encourages the sourcing of ingredients from native biodiversity. Weleda is also committed to sourcing practices that promote conservation.
With strong beliefs about using only the best of nature’s produce, ZASSNI is equally dedicated to mindful sourcing. The brand is adamant that its nutrient-rich ingredients are harvested in a responsible and sustainable way. Perhaps most notable is the brand’s refusal to use petroleum and palm oil in its produce - which is directly related to deforestation and land clearing. The brand also promises that all of its products are certified organic, fair trade, natural, bio-dynamic, raw, conscious, and cruelty-free.
Endota Spa harnesses scientifically-based formulas with ingredients that don’t harm the surrounding environment, such as native lilly pilly and davidson plum. The special sourcing of each ingredient concentrates on keeping chemicals and pesticides out of Australian waterways, with the brand also utilising 100 per cent recyclable packaging.
As well as being certified animal-friendly and organic, New Zealand rosehip worshippers Essano operate from a ‘green’ office. All the packaging used by the company is recyclable or biodegradable, with the brand also incorporating sustainable business practices.
CROP is an Australian brand dedicated to creating a range of skincare and products using only natural ingredients. Cutting back on the chemicals that prove harmful to the environment, every product in the brand’s line is 95 per cent naturally derived. The range’s list of certifications is truly impressive, with an additional list of banned (and potentially environmentally damaging) ingredients that reads like an essay.
Friends of fauna
Cosmeceutical skincare brand asap stands out from its competitors thank to its focus on creating products that don’t harm our furry and feathered friends. The brand’s range of products are all vegan and “completely cruelty free”. asap’s Australian base means the high standards on product testing and manufacturing can be closely controlled.
Organic make-up creators Jane Iredale is associated with a stream of ethical companies, such as The Red Cross and Habitat for Humanity. But it may be its ties to animal rights that prove most memorable for the make-up brand. The brand has been certified cruelty-free by the Coalition for Consumer Information on Cosmetics’ (CCIC) Leaping Bunny Program - the leading internationally respected animal protection group for cruelty-free certification. Alongside this achievement, Jane Iredale is associated with renowned environmental organisations Greenpeace, Wildlife Conservation Society and The Nature Conservancy.
Innoxa claims it “has never and will never test on animals”. The animal-loving beauty brand has been officially accredited by Choose Cruelty Free Limited, guaranteeing that none of its creations or even individual ingredients were tested on flora. The brand has also prevented itself from being sold in countries where animal testing is required as part of the product registration. A number of vegan options are additionally on offer from Innoxa - aligning with its pro-animal ethics.
Assisting the developing world
The Body Shop has notable ties to anti animal-testing - the brand was the first to be awarded the Humane Cosmetics Standard for its Against Animal Testing Policy. But the brand has an equal prerogative in assisting developing nations. The company has created its own Fair Trade program called Community Fair Trade, which forges traditional relationships with marginalised communities around the world. Of its 1200 products, 92 per cent contain at least one Community Fair Trade ingredient.
As the brand itself claims: “Supporting and being involved in our local communities and causes we believe in is an important part of Trilogy’s culture”. This mantra partly relates to its support of the African nation Lesotho, which sees the country able to create more rosehip oil thus generating more funds thanks to Trilogy.
Aveda is a brand that wishes “to care for the world we live in, from the products we make to the ways in which we give back to society”. The ethical organisation has a strong interest in sustainability, encouraging recycling and doing its bit for the natural world. But one of its outstanding traits is its interest in supporting the community. As an example of its charity, Aveda has made a commitment to assist in protecting clean water for communities. Recently, the brand partnered with Global Greengrants Fund to help Indian communities to address their water problems, providing infrastructure and skilled labour to implement new programs for the community.
With a strong sense of social action, L’Occitane is involved in many a charitable pursuit. Perhaps its most notable is the brand’s involvement in assisting the visually impaired in developing countries. There are almost 285 million people worldwide with visual impairment - 80 per cent of which is avoidable. To tackle this, L’Occitane funded the NGOs project to fight blindness in Burkina Faso, contributing to ophthalmologic research and the training of local specialists. Since its creation, the foundation has helped 1,500,000 people receive eye care.
