Beauty 4.0 - Decoding the Business of Beauty
Be responsible, co-create: Could brand collabs be an effective strategy in reducing beauty’s environmental impact?
The growth of the beauty industry, driven by new brands and new innovations, has been exciting, but cosmetic chemist Rita Sellars questions the excessive proliferation of beauty products.
Sellars is the director of Australian cosmetics laboratory pH Factor, which works with multinational beauty brands and independent beauty brands alike to create brands and products.
While innovation and product variety are essential drivers of growth in beauty, the number of products flooding the market has raised concerns about sustainability and the long-term consequences, she said.
“The wastefulness that we have in our industry at the moment is something to be questioned immensely. I question it every day,” she told the Beauty 4.0 podcast.
To address the issue of excessive beauty product launches, a shift towards sustainable practices is essential. Sellars suggested that collaborating on new products could be better than starting new brands.
She cited celebrities such as Brad Pitt who have launched beauty brands and questioned if their influence and resources could be put to better use.
“Why don't you put your name against another amazing brand, another indie brand, and work together and collaborate together… If you really want to be a part of the beauty industry, make it better, don't just launch another product, you're just adding to the problem.”
Sellars also called on bigger brands to co-create new products with smaller brands, which face many problems while doing business, such as a lack of financial resources.
“I would love to see more co-branding getting big brands working with small brands, rather than [creating] more brands… There’s no reason why one serum company can’t work creatively with another serum company and layer up their product to create a beautiful story.”
By teaming up, smaller beauty brands can tap into the expertise and resources of larger companies while collectively amplifying their efforts towards a greener future.
“You’ve got the money and the power to help them on this sustainable journey to help them educate. You know, it's hard for indie brands to talk and communicate, because it costs money. Yet these big brands and these big influencers have the money.”
To hear more of Rita’s insights into sustainability in beauty and indie beauty brands, check out the podcast above.