Earth Day 2022: all Planet-friendly beauty initiatives and brands

Attention to the environment is the new beauty mantra: ingredients, naturalness and packaging are the three main criteria for evaluating the sustainability of a product. Support for the planet, moreover, not only never goes out of fashion but every year strengthens the commitment of sectors such as that of beauty increasingly converted to the cause. The climate emergency, in fact, is becoming more and more serious and it is for this reason that, every year, the World Earth Day, April 22, acquires a more important significance from time to time. Established in 1970, it is the initiative that for years has gathered millions of people everywhere in support of the environment, highlighting the urgent actions to be implemented to save the world that hosts us. And the cosmetic market has been questioning itself for years about it, trying to change habits.

The criteria of sustainability

76% of Italians choose green products at home and 65% salons that are provided with them as proof of a the green beauty market is no longer a niche market and is increasingly flourishing. But what elements are considered in calculating the level of sustainability of a product? According to research conducted by Treatwell, Europe’s leading online booking portal for beauty and wellness services, the reading the ingredients it is the primary criterion considered by almost half (44%) of Italians to evaluate the degree of sustainability of a product. This is followed by the calculation of the percentage of natural ingredients, considered essential for 40% and the evaluation of the packaging, essential for 39%. The most sustainable material? As many as 82% respond to glass. The ranking of the main methods of discernment closes with respect for the cruelty free logo (primary for 33%), the solid format instead of liquid (21%) and the fact that the product is vegan (only 10%).

Products adapted to the needs and to the benefit of the planet

Instead, according to Garnier’s annual One Green Step research (2021), 83% of people want to be more sustainable, but only 5% think they are already acting in this direction: this duality between wanting to be more sustainable, and taking action, is what the brand wants to help solve. People will only consume more sustainable products if they are effective and more responsible, suited to both their needs as well as improving the footprint on the planet.

Like the Garnier Ultra Dolce solid shampoo, elected product of the year 2022, it is the solution to take care of the hair thanks to a packaging that produces zero waste in plastic, made of recyclable cardboard, and a 94% formula of plant origin. Instead, the conditioner is produced in one of Garnier’s state-of-the-art, zero-emission WaterLoop factories, which make up 18% of the company’s manufacturing footprint: the goal is to reach 100% Carbon Neutral industrial sites by 2025. , and 100% Waterloop by 2030. Both answer the question Can beauty use less water? that the brand has set itself since, today, about 1/3 of the population does not have access to drinking water, and the demand is increasingly increasing.

Recycling and boom of re-fills

Among the beauty brands that are attentive and sensitive to environmental issues, the Swedish brand & Other Stories, for example, with the recycling program active in its stores, undertakes to properly dispose of and reuse the packaging of exhausted beauty products and clothing and textiles no longer used.

While Alama Professional, a brand of high quality haircare products, distributed in GDO and Drugstore, with the project called Earth Friendly has begun a conscious path towards eco-sustainability a few years ago and today also presents the 100ml Eco Refill travel size . A new format of shampoo and conditioner in a mini version to always carry with you, on the go or to the gym. Thanks to this new mini eco refill, the haircare brand has reduced the use of plastic in packaging by 50%, with the aim of raising awareness on the concept of the 3 Rs: REDUCE-REUSE-RECYCLE, the consolidated pillars in the philosophy of the committed brand. towards a conscious beauty.

The Provençals, on the other hand, who have always been at the forefront of sustainability and strengthened by their values ​​of responsibility and attention to the environment, want to involve and invite the Social Community to tell and share their daily gesture of love for the planet with the #ilnostrogestogren initiative. Until 22 April on the Instagram platform it is possible to tag @i_provenzali in a story and share your green gesture to protect our planet. Furthermore, by inserting the hashtag #ILNOSTROGESTOGREEN, there is the possibility to receive a tree from the Treedom Forest of I Provenzali and thus follow at any time its history and the evolution of the biodiversity maintenance, CO2 absorption and above all support project. of local communities.

And Maria Nila, a Swedish haircare brand, like every year, marries an animal rights cause.
During 2022 he is working with The Perfect World Foundation and The Sloth Institute of Costa Rica to protect an animal as cute as it is in danger: the sloth.

In particular, she has adopted two puppies, Georgie and Gordita, who are undergoing a long rehabilitation process before being released into the wild. To celebrate Earth Day 2022 they announce that they have raised and donated over € 56,000 to The Sloth Institute! In addition, through the international site MariaNila.com, anyone will be able to contribute to the well-being of Georgie and Gordita (the adopted sloths) by donating € 1 for each purchase.

In the gallery we have collected these and many other brands with a green heart. To be put on the list to ethically revolutionize the beauty case and reconnect with the environment that surrounds us.

Other Vanity Fair stories that may interest you:

– World Water Day 2022, a source of liquid beauty to be preserved
-The green beauty that starts from the head
– Eco-sustainable beauty: the 2021 wishlist