Beauty marketing thrives on excess: quick-to-expire trends, mountains of plastic packaging waste, and a never-ending undercurrent of new ‘must-haves.’ However, the industry is undergoing some essential changes as consumers increasingly consider sustainability in their purchasing habits. The question is no longer if the industry will shift but how it will reshape itself to meet the urgent demands of the climate crisis, resource scarcity, and conscious consumerism.
With the global skincare market projected to reach $189.3 billion by 2025 (Statista, 2023), the impact of these changes matters. From lab-grown ingredients to radical packaging innovations, the future of sustainable skincare is being built in laboratories, supply chains, and consumer habits alike. So, what does that future look like?
The Next Generation of Sustainable Ingredients
Skincare formulations rely heavily on natural ingredients, some sourced responsibly, many not so much. In fact, unsustainable wildcrafting and overfishing have become staples in most brands' supply chains.
Biotech is offering impressive solutions to these dirty industry habits. Lab-grown alternatives are just as effective and often even superior in purity and sustainability. Squalane is perhaps one of the best examples of this. Traditionally derived from shark liver, bioengineering now allows for its production through sugarcane and olives, and thus, a sourcing chain that omits the harm of overharvesting has wrecked on marine ecosystems. A study in the Journal of Cosmetic Science actually found that lab-made squalane provides identical hydration benefits with the added benefit of full sustainability (Lee et al., 2022).
Collagen, another common skincare ingredient, comes from fish and cattle. Today, biotech firms are developing lab-grown collagen that delivers the same anti-aging properties without the ethical and environmental baggage. Algae-derived peptides and fermentation-based actives are also gaining ground, offering potent skincare benefits without land degradation or deforestation.
Waterless and Concentrated Formulations
Water makes up as much as 90% of many skincare products, and while that might seem harmless, it’s far from efficient. Water scarcity is a growing global crisis, and sustainably minded brands have taken note. Waterless and concentrated skincare (solid cleansers, powdered masks, and balm-based serums) significantly reduce water usage and packaging waste.
Brands like Lush and Ethique have already built their business models around this concept, eliminating bulky plastic packaging and offering highly effective formulas. As consumers become more aware of water consumption, expect to see more brands swapping liquid-heavy formulations for solid and concentrated alternatives.
Rethinking Skincare Packaging
If there’s one glaring sustainability issue in beauty, it’s packaging. The industry produces over 120 billion packaging units annually, much of which is nonrecyclable (Zero Waste Europe, 2023). Packaging waste clogs landfills, pollutes oceans, and exacerbates microplastic contamination. The future of sustainable skincare depends on more intelligent solutions, like:
Refillable Packaging: Brands like Fenty Skin and Kjaer Weis are pioneering refill systems, shifting from single-use to reusable models that dramatically cut plastic waste.
Biodegradable Materials: Mushroom-based, sugarcane-derived, and seaweed-based packaging makes compostable alternatives viable.
Recyclable & Upcycled Packaging: The use of post-consumer recycled plastic (PCR) and glass (where it doesn’t offset the benefits in increased transport emissions) minimizes waste and promotes circular economy principles.
Smart Packaging: QR codes are replacing printed labels, giving consumers access to recycling instructions, sourcing details, and refill subscription options.
A study by the Ellen MacArthur Foundation found that if just 20% of beauty packaging were reusable, the industry could cut packaging waste in half (Ellen MacArthur Foundation, 2022). In the next few years, we’ll likely see an industry-wide push toward these innovations as consumer expectations continue to evolve.
Greenwashing is Out, Transparency is In
As sustainability becomes an increasingly critical selling point, many brands have turned to greenwashing—misleading eco-friendly claims to lure unsuspecting and well-intentioned customers.
Third-party certifications, such as Fair Trade, Rainforest Alliance, and Leaping Bunny, are becoming more essential. Blockchain technology is even entering the skincare space, allowing consumers to trace ingredient sourcing and sustainability claims with unprecedented accuracy.
Minimalism and the Shift Toward Fewer, Better Products
A 2023 Nielsen report found that 73% of global consumers are willing to pay more for sustainable skincare products (Nielsen, 2023). However, the growing trend of minimalist beauty is changing the conversation entirely. Rather than owning 10-step routines filled with barely-used serums and toners, many consumers are moving toward fewer, multi-functional products with higher-quality ingredients.
This shift means sustainable skincare isn’t just about using better products; it’s about using less altogether. As more people embrace mindful consumption, brands that prioritize longevity and quality over constant new releases will emerge as leaders.
How Consumers Can Shape the Future of Skincare
Sustainability isn’t just an industry responsibility. Consumers play a massive role in dictating market trends and brand behavior. Here’s what individuals can do to push the industry in a more sustainable direction:
Support Biotech Beauty: Opt for products made with lab-grown or bioengineered ingredients that reduce environmental strain.
Choose Waterless Skincare: Look for concentrated, solid, or powdered products that cut down on water consumption.
Prioritize Sustainable Packaging: Seek out brands that offer refillable, biodegradable, or upcycled packaging.
Verify Ethical Certifications: Check for third-party verifications to ensure a brand’s sustainability claims hold weight.
Reduce Overconsumption: Invest in multi-functional, high-quality products rather than needlessly complicated skincare routines.
Sustainability is about progress, innovation, and accountability, not perfection. As consumers, we have the power to demand better, to choose wisely, and to push for a beauty industry that cares for our skin while minimizing harm to the planet.
If you’re looking for skincare brands that prioritize sustainability, check out the Directory, where we evaluate brands based on their commitment to sustainability, non-toxic ingredient sourcing, and ethical practices.
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