Circular beauty is one of the most popular sustainability topics nowadays in the beauty and wellness industry discussion.
Currently, this term is shown as another trend like “Clean Beauty,” but it shouldn’t be seen as a “trend” at all. It should be part of everyone’s lifestyle. This term is getting traction in the United Kingdom and entire Europe. In the United States, Glow & Green, a sustainable and conscious beauty blog, became a pioneer to discuss and implement this concept into reality. While this blog is mainly focused on sustainability and conscious consumerism via DIY beauty recipes. Ruchita, the founder of Glow & Green, now came up with a product-based extension in the form of Green Beauty Co.
This boutique brand from Silicon Valley is gaining popularity as a circular beauty brand that wants to improve your skin using upcycled food waste.
Green-Beauty Co uses economic principles such as “cradle-to-cradle” instead of the “cradle-to-grave” approach. That means their products are using resources/ingredients which are already into the lifecycle in some other manufacturing chain. Green-Beauty Co uses olive pomace oil instead of regular olive oil in its soap formulation. Their hemp oil is actually Made from upcycled hemp seeds leftover from the food industry. The Loved Soak, which was featured in two beauty subscription boxes (the Katra Box and Clean Beauty Kit), contains orange peel and orange peel oil. This brand realizes that these food wastes are more beneficial and natural to use in their product than dumping into landfills.
Ruchita, the mastermind behind this brand, makes these bath and body products containing some sort of food-waste in their product’s formula; otherwise, it went into a landfill. As a sustainability professional and formula botanica graduate, she decided to use food waste in their product formulation to keep the waste in the product’s lifecycle loop.
According to the Food Aware Community Interest Company, she found out around 18 million tons of food are disposed of every year. It turns out that one-third of the food produced by farming is frittered away per year.
Along with their 100% recycled packaging, this brand wants to dig deep into the supply chain of their supplies to make it genuinely circular and upcycled. This brand truly believes that just being safe ad good for your skin is not enough; it should be good for the planet as well.
That’s why they certainly reflect their ethos in their motto: “Good for you – Good for the planet.”
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