FACES OF THE FUTURE

Sustainability shouldn’t be a buzzword, but in the business of beauty it has become one. Recyclable packaging, carbon offsets and conscious farming are all loaded terms being thrown around, but with little to no regulation, it’s hard for consumers to know what to believe (and what they really mean).

Fortunately, there’s a simple term for this issue. Coined ‘greenwashing’, it describes the confusing marketing that has us convinced we’re making better choices, which may not entirely be the case. Of course, all sustainably minded change is good change, but in the wake of the global pandemic and climate crises, it’s essential to celebrate and support the beauty brands actually putting in the work, and being transparent at every point in their journey. We profile four of our favourites.

Habitual Beauty

This is an Australian-owned and operated business founded by Keira Rumble (opposite), who also created Krumbled Foods and its popular collagen-spiked Beauty Bites. The idea