Giving Back Has Never Looked So Beautiful
If you're after more when it comes to your favourite beauty brands, you should. No longer is it just good enough to make products that do what they say they will on the packaging, these days we're a bit more demanding — we want, and we expect, more.
We're starting to see a big movement in beauty brands that go above and beyond, whether that's about being green, natural and eco, or supporting a charitable cause. We're starting to see charity concepts in beauty brands that far exceed the minimum donations of one to five percent of profits. There are brands and projects that are making it their mission and their brand statement to be responsible, ethically-minded and inspiring to their customers. We're starting to see the power of words like: sustainability, ethically sourced, fair trade and not-tested on animals directly affect sales and customer expectations.
Global beauty authority for Benefit Cosmetics Annie Ford-Danielson says, "You can tell when there's a company that does it authentically and you can tell when there's a company that does it because they want to make a lot of buzz and then slide in sales. It doesn't feel genuine."
Here we have some of our favourite initiatives that are leading the way in the beauty of giving back, without the fine print. They really want to make a difference, and by getting involved you can too.