2019 GLOBAL BEAUTY AND PERSONAL CARE TRENDSub-Zero WasteA new dawn is fast approaching for beauty and personal care.04 05WHAT IS THE TREND?If brands dont change their approach now, they wont exist in the future. Beauty and personal care (BPC) businesses must switch to a whole new paradigm in terms of sustainability and zero waste. Some companies are already discussing totally circumventing packaging. This is not just a trend, it is a movement.WHAT YOU SHOULD DO ABOUT ITGaining the first-mover advantage is key. The companies that put current profits ahead of investment in zero-waste solutions will lose out in the long term. Indie brands already have an edge, as they have built their business practices around ethics. High-profit BPC brands that arent investing in this area are already condemning themselves.HOW YOU CAN LEAD THE MOVEMENTBeing sustainable doesnt mean compromising on quality or luxury. Innovate and be clever with upcycling concepts, refills, and product-life extensions. Be transparent to create a better relationship with consumers and provide them with the guidance and education to make changes.Why you must act now.06 07YOUR CUSTOMERS DEMAND ACTIONThis is not just a trend; its a movement towards a ground-shaking new archetype for the industry. Some BPC companies are already discussing completely removing packaging from the equation. If brands dont change their approach now, they will become insignificant.The first-mover advantage is key to achieving success and brands that place current profits ahead of making the necessary investment in zero-waste will not be around in the future.Native brands already have the upper hand as they have built their business practices around ethics. Larger brands, who are moving as slow as oil tankers, must think about becoming speedboats to catch up with smaller, more nimble competitors.Your customers are paying a lot more attention to their impact on the planet and climate change calls are more drastic than ever before. A bigger-picture focus is needed throughout the beauty and personal care industry supply chain for a true zero-waste mentality.What is the trend?08 09This is not just a trend; its a movement towards a ground-shaking new archetype for the industry.10 11As waste reduction becomes more evident in day-to-day lives, more global consumers will scrutinise their beauty routines.ITS THE DAWN OF A TOTAL LIFESTYLE SHIFTSource: Mintel54% of Brazilians who are potential buyers of green/ethical products say they purchase sustainable/environmentally friendly goods because they dont like to waste.44% of US natural/organic personal care consumers, who buy a mix of mainstream and natural/organic brands, say they live sustainably.24% of Indian consumers are motivated/would be motivated to live a more natural lifestyle to support environmentally conscious businesses.*Mintropolitans are broadly defined by Mintel as those who represent a significant, sophisticated consuming group (aged 20-49) who pursue quality of life rather than just wealth, are well educated, and are the potential trendsetters.74% of beauty and personal care consumers in Spain are concerned that the ingredients used in natural products are not sustainable.54% of UK beauty and personal care consumers often research products online before they buy them. 58% of Chinese Mintropolitans* agree they are willing to pay more for ethical brands.12 13Sustainability is in the spotlightMore people are questioning brands on their eco-ethical practices, yet efforts to change are still limited. This has created an opportunity for brands to make money. But a quick fix wont do; brands need a long-term strategy that considers every element of the supply chain. Just one weak link could undermine any good intentions.Fast beauty is slowingBPC consumers are seeking more straightforward, simple beauty routines, and there will be a backlash against brands that purposely create limited shelf life products, or encourage overconsumption. There is scope to create products that can be reinvented, not replaced, and opportunity for new formats and packaging that support longer-lasting or transformative products.There are new demands on brandsBrands must be more environmentally responsible and must be transparent about their practices, but consumers must also take some accountability. Many people want to help, but arent sure how, so brands can win loyalty by using education and offering simple solutions. These provide a feel-good factor and save consumers money and time.REFILLING, REPURPOSING, RECYCLING AND REINVENTINGMore people are questioning brands on their eco-ethical practices, yet efforts to change are still limited.14 15What you should do about it.16 17THE PRIMARY PLEDGESNative brands such as Ethique, Lamazuna, LOLI Beauty and Seed Phytonutrients have built their businesses on environmental policies. Because of this, these smaller brands can be more aggressive and have a stronger viewpoint. Bigger brands, on the other hand, need to make themselves a part of the movement and, better yet, get ahead of the conversation.Ethique (Australia) is “on a mission to eradicate the world of plastic waste and we want you to be a part of it” (via Instagram ethiqueusa).Smaller beauty brands can be more aggressive and have a stronger viewpoint; bigger brands need to make themselves a part of the movement and get ahead of the conversation.LOLI Beauty (US) is 100% waterless, packaged in reusable glass jars, and the first personal care brand to be a member of Made In A Free World, a technology platform that helps brands assess the risk of people trafficking in their supply chain (via Instagram LOLIbeauty). Lamazuna (France) is an organic, vegan, zero waste cosmetics and personal care brand, featuring handmade products (via Instagram ethiqueusa).18 19Adopters like Unilever and LOréal have both pledged to use 100% recyclable, reusable, and compostable plastic by 2025. The Procter & Gamble Company has committed to introducing 25% recycled plastic across 500 million haircare bottles in 2018. Seed Phytonutrients (US) believes its their responsibility to lead the way and promote environmental sustainability for the beauty industry as a whole (via seedphytonutrients).Consumers expect brands to take responsibility for their waste. Procter & Gamble commits to introducing 25% recycled plastic across 500 million haircare bottles in 2018 (via headandshoulders).Meanwhile, Avon has already achieved 95% of its goal to send zero waste to landfill.This affects all corners of the world: in 2018, China banned 24 types of imported waste and stopped accepting items that had previously been sent there for disposal.Consumers expect brands to take responsibility for their waste, and will be attracted to manufacturers, companies, and brands that not only do so, but also facilitate waste reduction processes for consumers.Unilever and LOréal pledge to use 100% recyclable, reusable and compostable plastic by 2025 (via Unilever).