Spreading Clean Beauty

Zero waste products are the future of beauty and personal care

Zero waste products are more than just a trend; they’re transforming the cosmetics industry as we know it. Some BPC brands are even going as far as to remove packaging altogether in response to powerful consumer demand; currently, 54% of Brazilians that buy ethical/green products don’t like waste (Mintel, 2020). The fact of the matter is, if brands don’t change their approach now, they will become irrelevant. And this isn’t only an ethical imperative, it’s a financial one: right now, 60% of Polish women agree that an ethical beauty brand is worth paying more for (Mintel, 2020).

Moreover, this trend has longevity; young people aged between 18-34 are more likely to look for ethical beauty products than their older counterparts. Indeed, sustainability is at the forefront of this age group’s minds – and this is even more so the case in the wake of COVID-19. As the global pandemic creates a greater sense of urgency around the climate crisis, younger generations are turning to eco- and zero waste products to mitigate their environmental impact. Here, we zoom in on some key aspects of the trend. 

Fast beauty is slowing down

BPC consumers are seeking more straightforward, simple beauty routines. This is for a variety of reasons; however, tendencies towards ‘clean’, familiar ingredients, and economic pressures associated with the pandemic are fuelling this tendency. In the industry, we’re seeing a backlash against companies that encourage overconsumption. Instead, consumers are looking for brands that promote refilling, repurposing, recycling, and reinventing.

An interesting approach to the zero waste trend that links with COVID-19 is the demand for products with longer shelf lives. Consumers are increasingly preoccupied with hygiene and safety, and meanwhile, don’t want to waste a drop of product. In response, brands are combining the ‘healthy halo’ of natural and organic formulas with innovative biotechnical solutions. This meets the demand for natural products while promoting a distinctive zero waste ethos that appeals to conscious consumers.

Going solid to save water

Perhaps there is no more simple, clean ingredient than water; however, it’s essential that brands realize that the zero waste trend extends to every aspect of the supply chain. The fact is, water is a finite resource, and consumers are becoming more concerned about the global water crisis. For instance, water-saving products are becoming particularly popular in Japan – in 2014, there was an 8.1% growth in consumers using water-saving techniques, which has continued to grow (Mintel, 2014).

In Japan, major brands are responding to this tendency by making ambitious promises to consumers. BPC companies everywhere should take note; the Far East is a consistent trailblazer in beauty trends, and often, a good barometer for what will come next in the rest of the world. To stay ahead of the curve, beauty brands should double down on zero waste initiatives by developing solid formats that reduce both packaging and water consumption. A good example is solid shampoos, which meet consumer demand for zero waste products while being an effective vehicle for rich formulas.

Provital’s commitment to zero waste products 

Provital believes that taking care means taking action. That’s why the company is committed to zero waste principles. Taking the circular economy and sustainable development as a starting point, Provital has improved its waste management to achieve maximum value. By 2016, we had managed to recover 82% of all the waste generated in the production process. Meanwhile, Provital has also enhanced efforts to save water – by last year, we reduced the amount of water consumed in the production process by 40% per kilo of product.


Provital applies these zero waste principles alongside creating clean, natural active ingredients for the beauty and personal care industry. By spreading the clean beauty message – and adopting the clean ethos to every aspect of the production process – Provital seeks to play a key role in the ambitious goal of making the BPC industry zero waste.

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