People are aware and tired of being lied to about what is in their products. Synthetic ingredients, shapes and finishes are easy to mass produce – they know this and want something more. It’s expensive for brands to be substantial, transparent and honest, its luxurious.
Vegan beauty, superfood ingredients, sustainable packaging, ethical sourcing – these are all important topics and are brought into the lime light by this trend's customer's priorities.
Think earthy tones, natural textures, ceramics, powders and ‘I brought this back from my gap-year’ kind of vibes.
This trend wants to save the planet (but wants to feel pampered whilst doing so)!