Super-natural: Evolving sustainability in naturals

The beauty industry has a long history of using naturally-derived ingredients, typically those derived from plants grown via well-established agricultural methods on farms and in fields, in its products. Naturals have been used to enhance the marketing story around products and as the theme for whole ranges and brands. 

The beauty industry is driven by innovation and a consumer demand for new concepts and ever more efficacious products. However, sustainability has also become a key area of importance. Consumers have high personal sustainability goals and they expect brands to support them in achieving those goals. More than ever, there is a high demand for transparency and traceability around ingredient sourcing and a commitment from manufacturers to consider their products from cradle to grave

Sustainability encompasses the social and economic aspects of a brand or product, as well as the environmental aspects. The human population is growing beyond the available natural resources, crop yields are decreasing and more agricultural land is being urbanised. Both ethically and ecologically, is it acceptable to use this limited land to produce ingredients for cosmetic products?