Have you ever peeked into your makeup pouch and wondered about what goes into your favorite lipstick or the foundation that evens out your skin like an Instagram filter? For a generation that’s obsessed with organic, vegan, cruelty-free skincare – so much so that we’d hunt the depths of the internet in search of the best brands – many of us put little thought into the composition of the makeup that we paste onto our faces.
If there is one brand that is mindful of what goes into its makeup, it’s Guerlain. Starting this year, Guerlain is reasserting its expertise and dedication to sustainability by committing to a minimum of 90% natural-origin ingredients in all of its new makeup formulas. Although it is a challenge, the cosmetics giant promises to achieve its sustainability targets without compromising on the functionality of the resulting cosmetics. However, that only makes one aspect of Guerlain’s sustainability commitment. The beauty powerhouse’s multi-faceted sustainability goals stand on four mighty pillars: innovating sustainably with transparency, preserving biodiversity, reducing its carbon footprint, and creating a positive social impact.
“Luxury and beauty thrive on stimulating radical transformation. We are committed to actively contributing to change and to reinventing industry standards, so that step by step we convey an art of beauty that’s positive, covetable, and always exciting,” explains Cécile Lochard, Guerlain’s Director of Sustainable Development.
How Is Guerlain Achieving its Sustainability Objectives?
For starters, Guerlain is reinventing a few of its signature makeup products with innovative natural formulas. The new Guerlain makeup products, like the ‘Terracotta’ powder and the ‘L’Essentiel Haute Perfection’ foundation, feature 96% natural-origin ingredients, while the ‘Kiss Kiss’ lipstick is created using 95% natural-origin ingredients. Natural elements like Shea butter, hyaluronic acid spheres, Konjac extract, and vegetable oils such as Rose and Argan are the powerful components that go into the new-age Guerlain makeup range.
View this post on Instagram
The LVMH-backed cosmetics house also plans to develop a more sustainable approach to packaging and aims to achieve carbon neutrality by 2030. Guerlain’s road to sustainability also includes a traceability and transparency platform dedicated to mapping the life cycle of its products. Consumers can access the Bee Respect platform via the brand’s website, where they can gain a detailed understanding of the product ingredients, packaging, suppliers, production sites, and carbon footprints.
Guerlain has also vowed to protect bees as part of its Bees Conservation Program. The brand also aims to raise awareness around the subject of biodiversity and bee preservation via Bee School, a volunteer program for Guerlain employees.