By Byrdie

Beauty, on A Need-To-Know Basis
Byrdie is a digital beauty publication and community dedicated to all things beauty, inside and out. From hair and makeup to health and wellness, Byrdie takes a fresh, no-nonsense approach to feeling and looking your best.

Here's How to Be More Conscious of Your Beauty Consumption

When it comes to your beauty consumption, what’s important to you, and what are your beauty ethos?

Here's How to Be More Conscious of Your Beauty Consumption

When it comes to your beauty consumption, what’s important to you, and what are your beauty ethos? Do you want to go vegan or commit to using only cruelty-free products? Is the environment your focus—in which case, does eco-friendly and sustainable beauty appeal? Even the smallest steps toward conscious beauty consumption can help make a difference, but identifying what’s meaningful to you isn’t always easy.


With that in mind, I reached out to Imelda Burke, founder of Content—an organic and natural apothecary where you can shop online through the filter of your ethos. I also contacted Millie Kendall and Anna-Marie Solowij, the co-founders of BeautyMart, who are always on the cusp of what’s new and noteworthy in beauty. Each has noticed that its consumers are becoming more conscious of their consumption of beauty.

“When we first discovered that brands we were buying were vegan, we hadn’t chosen them because of this—it wasn’t a trend or a marketing concept for us—we just happened to notice that the brands we liked were vegan. Winky Lux, Jillian Dempsey, and Bybi Beauty just looked like good spring/summer brands for us in 2017, and the reality is they have been our three best selling brands since,” Kendall tells me.

“We want to know the entire lifecycle of our beauty products—literally from seed to skin and even beyond our use (What’s it doing to the water supply? What happens to the packaging once I’ve thrown it away?), and brands are under pressure to be completely transparent about all aspects of their processes,” says Solowij. “There’s a certain feel-good factor in having a strong ethical viewpoint—you’re no longer allowed to be an inactive or uninvested consumer because when you buy into a brand, you are aligning yourself, and no one wants to be associated with a questionable brand. I think that this behavior has grown in recent years because of the millennial and centennial generations who feel disenfranchised by big everything—big data, big pharma, big government, big money, etc., so they feel that the only way they can be heard and make a difference is to embrace activism and harness their spending power as a means of veto,” says Solowij.

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