Beauty and personal care companies are incorporating more sustainable components into finished products. Suppliers have been rolling out innovations that meet the needs of the clean beauty consumer who also seeking recycled packaging.

“CPG innovation has never moved faster or felt more pressured. Consumers of all ages—especially Gen Alpha, Gen Z and Millennials—are eager to experiment and try new things, and they expect brands not just to keep up, but to stay a step ahead,” said Julie Lizer, president, global research and insights, Mintel. 

In its most recent Innovation Challenge, Mintel awarded indie brand Izzy’s Zero Waste Dew-Bomb Glowy Hydra Milk in beauty as it “set a new benchmark for sustainability, rethinking every stage of the product cycle while delivering on-trend, high-performance skincare.”

Sustainable consumer products company Grove Collaborative recently released the results of a national survey examining American awareness, concern and desired actions related to microplastics. Microplastics are tiny plastic particles, typically smaller than 5 millimeters, that are found throughout the environment. They can be either intentionally manufactured (primary microplastics) or result from the breakdown of larger plastic items (secondary microplastics). These particles are pervasive, accumulating in ecosystems and even entering the human body. The full extent of their health impacts are under review; microplastics are a growing concern due to their potential to carry harmful chemicals and disrupt ecosystems.

The findings reveal Americans’ deep concern about the health and environmental risks posed by microplastics, alongside their  desire for more education, transparency and leadership from brands and institutions.

The results show “overwhelming” consumer alignment” around the need for more action around microplastics, with 79% agreeing that microplastics are a human and environmental health crisis. According to the survey, 77% of Americans have heard the term microplastics, but less than half (49%) of all Americans surveyed claimed to be very or somewhat familiar with microplastics — meaning 51% are not sure of what they really are.

The research also found that Americans who are very or somewhat familiar with microplastics were 2.36 times more likely to be aware of microplastics’ origin. That awareness is critical to conscious consumption and behavior change, company officials said. Americans overwhelmingly look to the private sector to address microplastics (82%), but only 54% of respondents trust that companies are actively trying to reduce microplastics today.

They support companies prohibiting microbeads from consumer products (86%), creating more air and water filter options to capture plastic microfibers (85%), adopting compostable materials over plastic (87%), and prioritizing refillable or reusable products instead of single use (86%). Americans also support government action, with 71% support the banning of single-use plastics. There is a clear opportunity to build trust with consumers and constituents through meaningful action, company officials said.

While the plastic crisis is often framed as an environmental crisis, this research demonstrates that the average American views plastics and microplastics through a deeply personal and emotional lens, driven by concerns about their own health. As awareness of the problem grows, so does the demand for solutions.

Responsibility On the Rise

The global cosmetics packaging market was estimated at $47.3 billion in 2024 and projected to reach $61.9 billion in 2030, according to reports.

The global cosmetics packaging market is driven by several key growth trends. They include rising consumer demand for beauty and personal care products, fueled by trends in wellness, self-care and social media influence. The push for sustainability is also a major factor, with brands adopting eco-friendly packaging solutions like recyclable, refillable and biodegradable materials to meet consumer expectations and regulatory demands.

Additionally, the popularity of smaller, travel-friendly and on-the-go packaging options, along with refillable and eco-conscious packaging, aligns with consumer demand for convenience and sustainability.

Clean beauty brand Saie recently released a new episode of The Saie Way docuseries capturing the next phase of its partnership with rePurpose Global. The latest project, Paraíso de Ballenas (Paradise of Whales), aims to fight against climate change through plastic collection sites. Funded by The Saie Climate Initiative, it works to preserve humpback whales’ breeding ground, as they play a vital role in the marine ecosystems.  

The brand’s sustainability ethos is the Saie Climate Initiative: the brand’s proven dedication to directly combat climate change via a three-pronged approach. 

The Supply Side

Lubrizol’s latest innovation—Carbopol BioSense polymer—won the Bronze BSB Innovation Award in the Environment/Raw Materials category. This marks a significant milestone as Carbopol BioSense polymer becomes the first readily biodegradable ingredient in the Carbopol portfolio.

Designed to meet the growing consumer demand for natural, high-performing ingredients, Carbopo BioSense polymer is a naturally derived rheology modifier and sensory enhancer. It delivers a rich and soft, synthetic-like feel comparable to silicone elastomers with absence of stickiness and peeling, making it ideal for a wide range of formulations—from serums and lotions to light creams.

With a 98% natural origin content, the polymer is vegan, Cosmos/Ecocert certified and addresses the 12 principles of green chemistry.   

Carbopol BioSense polymer is ideal for skincare. When combined with natural and synthetic rheology modifiers, it enables the creation of a wide range of lotions and light creams. In suncare, it is compatible with organic UV filters and low amounts of zinc oxide.

Croda recently announced updated climate goals externally validated by the Science Based Targets initiative (SBTi).  With many of Croda’s customers increasingly requesting low-carbon solutions, these updated targets reflect the company’s continued readiness to help meet these needs, translating decarbonization into business opportunities.

By the end of 2030 Croda aims to:  

• Reduce absolute scope 1 and 2 Green House Gas (GHG) emissions by 42%—emissions from its own operations;
• Reduce absolute scope 3 GHG emissions by 25% – value chain emissions upstream and downstream; and
• Reduce absolute scope 3 FLAG³ GHG emissions by 30.3%—land-related emissions upstream.

SBTi also verified Croda’s net zero science-based 2050 target. Croda integrated these targets into business strategies, not only reducing the environmental impact of its own operations but also helping customers advance their decarbonization objectives.  

Ruxton said Croda encourages peers, suppliers, partners and other stakeholders to align with climate science through the adoption of net zero science-based targets aligned with 1.5°C, enabling the rapid and deep emission cuts needed to mitigate the effects of a changing climate.

Shin-Etsu Silicones recently demonstrated its newly enhanced line of microplastic powder alternative raw materials and formulations. Addressing the search for alternative ingredients for microplastics, Shin-Etsu Silicones recently presented three new elastomer gels (KSG-16-SF, KSG-19-PF and KM-116) along with existing KSG-19 and KSG-45. Shin-Etsu developed this range of products designed to match benefits such as high “powderiness,” increased viscosity and improved soft-focus.

On Display @ CASCC Suppliers’ Day

At the California Chapter of the Society of Cosmetic Chemists (CASCC) Suppliers’ Day, Micro Powders showcased a lineup of new ingredients including three biodegradable fine powders for microplastics replacement in personal care and cosmetics:

• Naturecel 793XF imparts a luxurious, velvety and rich texture, and boosts SPF by up to 75% in sunscreens.
• Microsilk 417S provides high lubricity and silky aesthetics. Supercharged with Lauroyl Lysine to add hydration and moisturization while delivering blurring that’s superior to PMMA and PE.
• NatureThix 900 is a naturally derived thickener based on sustainably sourced hydrogenated castor oil that achieves various and unique viscosities. It can be considered as a replacement for polyacrylic acid and other synthetic thickening agents.
• Additionally, two new vibrantly colored exfoliants were showcased: Naturebead Purple H20 and Synscrub Blue 2040S. 
  
  Koster Keunen, a leader in natural waxes and wax technology, debuted three new materials at CASCC Suppliers’ Day:
  
• Kester K-70P – An addition to their plasticizer range, this new natural plasticizer created from rice bran wax. K-70P is globally compliant, vegan and designed for smooth, flowable systems across multiple applications.
• Kester K-45 Jojoba Ester – A new multifunctional clinically tested ester. Kester K-45 provides conditioning, shine and sensory benefits in skin and hair, expanding the versatility of jojoba technology.
• SynKos Portfolio Expansion – Two new ingredients designed to replace microcrystalline wax and ozokerite, providing formulators with BHT- and PAH-free solutions to meet global compliance needs.

These launches reflect Koster Keunen’s commitment to innovation, transparency and sustainability, according to the company.

A Reason to Smile

Expression wrinkles are one of the main challenges for skin appearance, intensified by factors such as repetitive facial movements and natural aging. To provide an effective solution, Chemyunion developed Peptid4 B-Like, an innovative synthetic tetrapeptide that acts through a mechanism like botulinum toxin, modulating muscle contraction. This effect leads to a significant reduction in expression wrinkles, from the mildest to the deepest ones, according to Chemyunion.

Peptid4 B-Like is obtained through a process aligned with Green Chemistry, ensuring a more sustainable and environmentally responsible production. Composed of 99.86% naturally derived ingredients (ISO 16128), it reinforces the commitment to innovation and sustainability. Peptid4 B-Like significantly reduces wrinkles in just 14 days of use, said the supplier.

Split ends are one of the biggest challenges for hair health. Continuous exposure to factors such as excessive use of heat styling tools, chemical treatments and mechanical stress worsens this condition, requiring effective solutions for hair fiber repair. To address this challenge, Chemyunion developed Hidrahair Seal SE MB, an innovative biotechnology-derived active capable of providing both immediate and long-lasting split-end repair. Its advanced formula features bioadhesive properties that even out the hair fiber surface, creating a protective layer that minimizes breakage caused by mechanical stress while also controlling volume and frizz.

The neck and décolleté are among the most vulnerable areas to aging, requiring specific care to maintain skin firmness and uniformity. To meet this need, Chemyunion developed Ecoffea Citrus, an innovative botanical extract obtained through the sustainable upcycling of coffee (Coffea arabica) and lemon (Citrus limon). It stimulates essential structural proteins, significantly improving skin texture and reducing wrinkles and fine lines in the neck and décolleté area, according to Chemyunion. Ecoffea Citrus is a vegan ingredient, with 100% natural origin content (NOC), reinforcing its commitment to sustainability and innovation in body care, said the company.

Meanwhile, Evonik is highlighting the “innovation and holistic expertise” that is enabling the company to meet the high demand for high-performance, eco-friendly personal care solutions. 

“Together with our partners, we are redefining the soul and science of beauty, to offer more high-performance, sustainable solutions that add even more value for consumers. I invite our customers and prospects to come and talk to us and find out how we can work together!” said Ute Schick, head of Evonik’s Care Solutions business line. 

Evonik is leveraging its biotechnology platform to drive sustainable innovation with biosolutions such as biosurfactants, biopolymers, vegan collagen and ceramides. Last year the company opened a new plant for cosmetic emollients that are manufactured using an enzymatic process. This process can help reduce the climate footprint of emollients by more than 60% compared to a chemical process.

Recent rollouts include Rheance D50, a vegan and cruelty-free multifunctional biosurfactant made from renewable feedstocks sourced in Europe. It is manufactured using an eco-friendly fermentation process and is suitable for certified natural cosmetics. Meanwhile, Dermosoft GPT MB is a natural multifunctional antimicrobial wetting agent that broadens the options for alternative preservation, while respecting the skin microbiome. It is fully based on renewable resources and produced via an eco-friendly catalyzed process. 

Beauty isn’t standing still, it’s adapting, enduring and thriving. That’s why Resilient Beauty was Symrise’s theme at Cali SCC. According to Symrise, resilience is in all of us. People are resilient. The beauty industry is resilient. Now, the next generation of ingredients is too. Here’s what’s news at Symrise:

• SymRelief green—Biotech-derived bisabolol and ginger extract for a synergistic soothing effect.
• SymDeo PMD green—Powerful 100% biobased deodorizing agent.
• SymLash XTreme—Lash innovation at its finest: microcirculation + peptide power for denser, bolder lashes.

According to Symrise consumers want more, faster. Protection against climate stress. Relief for sensitive skin. High-performance peptides with visible results. Symrise offers sustainable, regenerative and biomimetic technologies that are as future proof as they are powerful.

At P2 Science, consumers can feel good about the company’s expertise in sustainable ingredient solutions. New for November, CitroComplex Nourish combines P2’s unique polymeric emollient Citropol DE-4 with natural oils including meadowfoam seed oil and daikon radish seed oil—two natural, U.S.-grown oils known for their unique fatty acid profile, hydration and sensory benefits. This unique blend delivers a lightweight, nourishing skin feel with excellent spreadability and quick absorption, making it ideal for facial oils, creams, serums and body care applications. Designed to support the skin barrier and moisture retention, CitroComplex Nourish offers a natural, high-performance solution that takes all the guesswork out of choosing the right oils for your next skincare launch. 

Meanwhile, Citrolatum P reimagines one of the most widely used materials in personal care, petrolatum, through the lens of renewable chemistry. Combining P2’s Citropol DE-4 with a unique blend of natural and naturally derived oils and waxes, Citrolatum P closely mimics the rich texture, occlusivity, and skin barrier benefits of conventional petrolatum while maintaining 99% naturality according to ISO 16128. It can be used as a 1:1 drop-in replacement and has a similar melting point, providing formulators with an easy, sustainable upgrade that requires no compromise in performance or sensory experience. 

At The Forefront of Sustainability

Eight million tons of plastic flood the earth’s oceans annually. While there are many contributing factors, a reported 95% of cosmetic packaging is thrown away. Beauty packaging is not typically accepted in most curbside recycling programs due to its size or the use of various materials in its construction.

As sustainability continues to shape consumer choices, LVMH’s Sephora says it’s remaining at the forefront. 

• Sephora Beauty (Re)Purposed—As Pact Collective’s largest prestige beauty retail partner, Sephora collected more than 68,800 pounds of beauty packaging material (approximately 1.37 million tubes of lipstick) across all Sephora stores in North America. It all helps close the loop on beauty packaging waste.
• Refillables on the Rise—Seventy brands create refillables, including seven of the top 10 skincare brands. Since April last year, refillable skincare SKUs have grown by 11%, while fragrance saw 12 new refill SKUs added.
• Sustainable Choices—To foster trust and transparency, Sephora launched the Planet Aware seal. This seal indicates which brands have met specific criteria for ingredient sourcing and formulation, sustainable packaging, corporate commitments and consumer transparency. “Planet Aware at Sephora” brands must comply with a minimum of 32 mandatory criteria across these four key sustainability related pillars. Today, 47 brands available in the US qualify.
• Gamifying Sustainability—Last year, Sephora launched its Responsible Beauty Challenge, which engaged almost one million participants and encouraged various conscious shopping choices. 

This year, the Sephora Beauty Insider Challenge “Try It All 2025,” continues to engage and incentivize Beauty Insider members to take sustainable actions and receive rewards.

ESW Beauty’s sheet masks are made from a compostable fabric called cupra, a cotton linter, known for its soft texture and serum absorption. Cotton linter was previously discarded as a waste material during cotton processing. Now, the indie brand reuses this compostable and vegan material in its masks. The sheet masks are packaged in a recyclable LDPE 4 material. LDPE gets a second life in items such as trash cans, compost bins, garbage bags, floor tile and more.

This month, ESW Beauty debuts in 3,532 CVS doors with top selling Deep Detox Pore Control Raw Juice Mask, Pink Dream Moisturizing Raw Juice Mask, Strawberry Matcha Latte Eye Patch and Iced Chai Latte Eye Patch. 

ESW Beauty Founder Elina Sofia Wang said: “This is a big step in making our clean, fun and effective skincare more accessible.”

What’s Ahead?

Demand for sustainable and ethical products will grow through 2026 and beyond.

Charlie Casey, CEO of LoyaltyLion works with thousands of ecommerce brands to increase loyalty and improve brand metrics. He told Happi that sustainability remains a priority, so brands should reward eco-friendly behavior and communicate progress clearly.

“Eco-conscious consumers will continue to demand sustainability and transparent eco-efforts should be front and center for all brands,” he said. “Whether it’s rewarding recycling, or implementing resale opportunities there will be continued opportunities to connect with customers on causes they care about. Showing customers that you share their values is key to retaining them.”

Casey added that LoyaltyLion’s data shows that 54% of consumers believe a retailer’s loyalty program better represents their brand’s values than ever before. 

“Clear and honest communication about your sustainability policies is crucial,” said Casey. “However, you can also use a loyalty program to motivate and encourage customers to engage in eco initiatives, both online and in-store.” 

Deep Blue Biotech Wins IFSCC’s 2025 Sustainability Challenge

The French Society of Cosmetology and the L’Oréal Research and Innovation focused on the deep blue sea when they reeled in Deep Blue Biotech as the winner of The International Federation of Societies of Cosmetic Chemists (IFSCC)’s Third Annual Sustainability Challenge.

The skincare startup’s debut SKU will be the sole ocean-derived Hyaluronic Acid product on the market. It enables manufacturers to make Blue Beauty-related product claims while cutting costs and CO2 emission. 

Deep Blue Biotech beat out seven other finalist startups in the personal care industry, which included Futura Gaia,  Serpify, Bioweg, Sunthetics, Brilliant Dyes, Nopalm Ingredients and Constance Health.

Blue Beauty
Because reducing one’s carbon footprint and CO2 emission is critical in fighting the ongoing global warming crisis, Tim Corcoran, CEO of Deep Blue Biotech, said he aimed to create a startup with a net zero goal in mind after green chemicals’ “large failure” in regards to cost and chemical efficiency. Deep Blue Biotech fished for a winning solution that would serve a treasure for both manufacturer and consumer: ocean-derived Cyanobacteria. Corcoran calls it the most efficient photosynthetic organisms on the planet. They’re also the reason for Earth’s development of a breathable atmosphere.

Needing only water, light and CO2, Deep Blue Biotech’s ocean-derived cyanobacteria can be engineered to make useful chemicals, Corcoran said.

While the brand’s technology can make a broad range of chemicals, the brand chose Hyaluronic Acid as its debut SKU considering it’s just as promising as it is in high demand. But it’s not just any hyaluronic acid product. Deep Blue’s unique HA advantage includes its manufacturer’s ability to make Blue Beauty-related product claims. These claims, coupled with making its hyaluronic acid for less than existing HA products on the market, make for an attractive selling-point, Corcoran said, while saving manufacturers and consumers money while reducing carbon emission.

Jury members praised Deep Blue Biotech’s Hyaluronic Acid as an “important innovation” and its descriptive technology and expertise in the design of its cyanobacteria.

Deep Blue Biotech will have one year access to the French Society of Cosmetology, which gives them access to the IFSCC website and full access to IFSCC 2026, which be held in Australia.—Lianna Albrizio