This first step may seem obvious but it also includes researching what exactly makes a brand sustainable. I have offered a brand directory with a list of 10 sustainable makeup brands to help you get started. However, it is important to know how to identify when brands are truly sustainable versus when they are not.

Look for certifications such as cruelty-free, organic, and vegan

Certified organic products do not contain GM (genetically modified) ingredients, toxic chemicals, parabens, phthalates, synthetic colours, dyes, or fragrances.

Vegan products do not contain any animal-derived ingredients or animal by-products. 

• • Cruelty-free and vegan often get confused and used interchangeably, but they are not the same.
  • A vegan product is not always cruelty-free, and a cruelty-free product is not always vegan. Though, in a perfect world, they would be both.

Common ingredients to look out for in products are parabens, phthalates, sulfates, synthetic fragrances, mineral oil, talc

• Parabens: parabens are preservatives used in beauty products to prevent the growth of bacteria; however, they can cause allergic reactions. They can also harm the environment and animals after being thrown out. 
• Phthalates: Phthalates disrupt hormones and are linked to increasing the risk of cancer. 
• Sulfates: Sulfates are known irritants and can cause itchiness, redness, and dry skin
• Synthetic Fragrances: Synthetic fragrances can cause allergic reactions. They can also decrease indoor air quality and increase exposure to potential health risks
• Mineral Oil: mineral oil can irritate the skin, and create rashes and possibly burning sensations upon contact. Inhaling it can irritate the lungs.
• Talc: Some talc contains asbestos, a known cancer-causing substance in and around the lungs when inhaled
• There are thousands of additional harmful toxic ingredients to look out for, it’s important that you look into what ingredients are put into products before you make the decision to buy them.

Ingredients to look FOR include a variety of plant-derived ingredients.

• Tea tree oil: Tea tree oil is antibacterial and helps fight acne. It’s anti-inflammatory properties help to enhance healing. 
• Green tea oil: Green tea oil helps to soothe the skin, fight skin aging, moisturize, reduce fine lines, reduce inflammation, and retain elasticity
• Jojoba oil: Jojoba oil contains antibacterial and antioxidant properties to moisturize the skin and reduce inflammation. It is also full of Vitamin E and other vitamins and minerals. 
• Sunflower seed oil: sunflower seed oil contains high concentrations of Vitamins K and E. It is hydrating, protecting, and soothing. It also helps remove dead skin and reduce wrinkles.

Product packaging is a key component in being able to tell if a brand is truly sustainable. Non-sustainable brands will use packaging like plastic and styrofoam. Another example would just be excessive packaging, which could include multiple layers of plastic or cardboard to hold a product that could easily fit in one small box.

Sustainable brands use packaging like glass, recycled paper, compostable materials, and very common PCR (post-consumer recycled plastics). PCR plastic is different than regular plastic packaging material because of its eco-friendly nature and reduction of carbon footprint.

Along with the materials used in the package production, taking it a step further and finding brands that use refillable products. Refillable makeup packaging allows customers to continue buying their favorite product without buying the extra packaging that comes with it. The brand Kjaer Weis is a great example of a makeup brand that utilizes this kind of packaging. Customers will only have to buy the company’s product one time and then instead of repurchasing the whole product, they simply just buy the pan of blush (for example) to put back inside the original product.

Many brands have stepped up their game from using recyclable packaging to partnering with recycling programs to give their customers the opportunity to send back their used products to be recycled. A common partnership seen in various brands in Pact Collective. Pact is a nonprofit organization that partners with companies in the beauty industry to help tackle the industry’s packaging problem.

Another common way makeup companies have been reducing their waste is through the creation of multi-use products, which sounds exactly like what it is! Common example of multi-use makeup products are blushes that serve as lipstick, or highlighter that also serves as eye shadow. One of my favorite examples would be a duo-ended product that includes a brush on one end for blending. The purpose of multi-use products is to reduce plastic and waste in packaging. Instead of getting a blush and a lipstick, each with their own packaging, putting them together in one product limits waste.