May 11, 2018 | By WGSN Insider
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If you are a fan of beauty and a fan of the environment, you’re going to like this emerging beauty trend.
As consumer demand is growing for more sustainable beauty offerings, companies are looking at ways to be more sustainable when it comes to product and product development. Enter tech company Phytonext, based in the Netherlands. Phytonext is all about looking at food waste and finding innovative ways to extend its life and get more use out of it. The company’s tech facility works to extract all natural, highly valuable micro-nutrients from plant waste, which can then be formulated to create any product.
What does this mean for beauty? Simple, these natural solutions could be adapted for use in the cosmetic industry such as creating essential oils from old lemon peel.
And it’s not just tech companies innovating in this space, retailers and beauty brands are pushing the eco-beauty conversation forward too. M&S in-house beauty line Pure was developed by Keracol in the UK using 95% natural ingredients, including leftover grape skins produced by Marks & Spencer’s wine operation, making the supply chain very sustainable. While the EU Commission funded project APROPOS, which was set up over the last few years has now developed eco-processing solutions from food waste “to obtain value-added nutritive and bio-active components, suitable for exploitation in skin care.”
All of these entities go to show that what we’re putting in the bin, might soon end up in our skincare regime, ultimately helping both the planet and us, look better for longer.
Like this? Subscribers can check out our full beauty report on Beauty Activism, social good, recycled ingredients and more here.
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