People are aware and tired of being lied to about what’s 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, and these traits are seen as luxurious.
Vegan beauty, superfood ingredients, sustainable packaging, ethical sourcing – these are all important topics,which are thrown into the limelight by the values central to this trend.
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 feel pampered whilst doing so)!