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Beauty On Duty
Beauty On Duty
Clean beauty has blossomed into a mass movement. Shruti Shukla gives you the lowdown on pursuing the eco-friendly initiative that’s taking over the world
Shruti Shukla

With a responsibility towards the environment, clean beauty has allured followers the world over. Call it by any other name—natural, green, vegan, cruelty-free, or organic—in essence, safe beauty products made with honest formulations and sustainable resources are driving the clean beauty movement. Easy access to knowledge, and the rise of conscious customers has fuelled the demand conscientious beauty products, which are no longer considered a luxury. “Today, consumers are well aware of the processes and ingredients involved in manufacturing. Brands have to ensure that everything, right from sourcing, producing, packaging, and selling is accounted for ethically,” says Yash Hisaria, CEO, St. D’vence.

WHAT’S BUZZING?

The move towards a healthier, wellness-oriented lifestyle has not only transformed people’s attitude towards what is perceived as beautiful, but has also led to an increased demand for eco-friendly resources. Here’s a deeper insight into the most popular labels of the movement:

FARM TO TABLE: ORGANIC BEAUTY

After solidifying their place in the kitchen cabinet, organic offerings have secured a loyal spot in the beauty aisle. People are becoming increasingly aware of the crossover between health and beauty. Many are waking up to the fact that much like food, beauty products, too, get absorbed into the body. Pallavi Mohoni, founder of Luaer, tells, “The skin is the largest organ of the human body, which absorbs everything that comes in contact with it. With self-care having become an important aspect of our lives today, most want to take a more holistic approach.” Much to one’s relief, organic beauty products are formulated using ingredients that are grown without any use of infectants like chemical and synthetic fertilisers, herbicides, or genetically modified organisms (GMOs). “Natural skincare products have stood the test of time. Many ingredients that are included in modern organic skincare have been used for centuries, developed from ancient remedies that are known for their incredible benefits,” says Hisaria.

GO GREEN: NATURAL BEAUTY

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Femina Salon And Spa-DEC-2019