Businesses are increasingly adopting the ‘natural’ movement in response to consumer demands for products that are both skin-friendly and environmentally conscious

The beauty industry has come a long way from pampering customers to getting on to the responsible route. Today they not only offer services and provide training to its staff to be top notch but also do their bit in being eco-friendly, going natural being one of them.

Taking cue from the global counterparts, the Indian beauty industry has also embraced the emerging trend of going natural. As a commitment towards the environment, organizations at large are taking initiatives to reassure consumers about the products that are natural. They are also making efforts to educate them about the measures taken during the supply chain cycle and green production process.

The reason for this shift has been attributed to the benefits like zero wastage. Another major important feature is the key ingredients (natural) that are not at all harmful to the skin or hair. The list of ingredients mentioned on the packaging enables customers to make their decision about the skincare, make-up, or haircare product.

From ethical practices like green waste management to sustainable packaging habits to recycle-reduce-reuse (3Rs) and reduction in usage of plastics and refillable packs, the companies are doing their best to contribute towards reducing the carbon footprint.

Taking this trend forward, nowadays consumers are opting for products that are infused with natural ingredients to make them feel safe and secure. It also contributes towards the overall feel-good factor. The social media vouching for this trend has also primarily influenced this trend. Young minds are also seeking brands that are more authentic, sustainable, and transparent in their approach.

Another trend that has been a focal point recently and has taken the beauty industry by storm is the merging of wellness and skincare. Realizing the fact that beauty is more than skin deep, cosmetic companies are creating awareness and integrating external and internal beauty in their products and communications.

StyleSpeak lists a few of the companies who have dedicated their resources towards eco-friendly practices in packaging, sourcing etc.

Amorepacific: The company values beauty and believes in delivering it to the world with its range of product offerings. It set out with a goal to promote beauty with the commitment towards a better environment. As an approach taken forward, Amorepacific takes responsibility to coexist with nature. Some of its initiatives include

  • Reduction in the usage of plastics in product packaging
  • Achieve zero waste in its production worldwide
  • Usage of renewable energy such as solar rooftop in their site
  • Energy saving design in the building
  • (Reduce, Reuse, Recycle) principle – waste recycling
  • Optimal use of water resources – Collect rainwater, groundwater pump inverters set up to optimize groundwater extraction based on weather forecasts

Amorepacific Group and Amorepacific have established a transparent sustainability management implementation system. It has established sustainability management strategies and are continuously monitoring its performance. Its 2030 goals include instilling the values of environmental and social friendliness into 100% of its new products and Conduct life cycle assessments to help reduce the environmental footprint of all its new products among others.

Similarly, Unilever is determined to harness the power of waste-free world. It set out with the following goals:

  • Less plastic usage
  • Less food wastage
  • Zero waste to landfill across production sites
  • Refillable plastics
  • Smart AI to boost recycling rates
  • Home refills

Coty is another brand using the ‘natural’ and ‘sustainable’ movement by bringing about change in its design, formulations, and product innovations.

  • Minimize the environmental impact of packaging, product use and materials
  • Formulations are vegan and cruelty free
  • Products are manufactured using biotechnologies and natural ingredients

In 2023, it launched the world’s first globally distributed fragrance manufactured using 100% carbon-captured alcohol. Through this approach, carbon emissions which would typically be released into the atmosphere are recycled into alcohol pure enough for use in fine fragrances. Like other companies, Coty aims to use less and better packaging, and its strategy focuses on four ‘Rs’ – Reduce, Recycled, Recyclable, Reuse/Refill. With features like sustainable sourcing, refillable fragrance, its first initiative launched in 2022, it makes a mark by reducing greenhouse gas emissions by up to 65 percent, water consumption by 67 and energy consumption by 66 percent. Coty is totally against animal testing and is committed to ending the same against the beauty industry. By 2030, it plans to increase its use of post recycled materials to at least 30 percent.

In India, Procter&Gamble (P&G) has joined forces with Solvay and TechnoServe India in SGI (Sustainable Guar Initiative). Guar or cluster bean is a natural polymer derived to provide conditioning and softening benefits in beauty products like shampoos and body washes. It is also a priority ingredient in beauty products. This program will benefit more than 21,000 people and promote sustainable guar production within the Bikaner district of Rajasthan, India, one of the largest sources of Guar. This program will support more than 5,200 farmers and build a new community to supply water for irrigation and household purposes.

Products with skin-friendly ingredients

From hair to makeup to skin, several brands are taking the natural route infusing their products with ingredients that are skin-friendly:

Naturica’s products inspired by nature: With features like responsible packaging, cruelty free and 90 percent natural ingredients, Naturica products are safer for the clients & for the environment. Its products are free of sodium lauryl sulphate, sodium laureth sulphate, parabens, sulphates, artificial dyes and mineral oils. The 96 percent natural ingredients include wheat protein, grape extract, opuntia ficus indica, pro-structure, AQ-SAVE, pistachio oil. Its volcanic enriched products ensure shine, strengthened hair and revitalized colour.

Naturica Opuntia Oil Treatment (50ml):

This is a unique and multipurpose oil treatment using Prickly Pear (Opuntia) Oil. Not only does it effectively repair split ends, but it also offers protection from heat styling, accelerates the drying process, and aids in styling. These combined benefits position the product as an invaluable tool for both professional salon treatments and at-home care routines.

Main Ingredients:
Opuntia Ficus Indica

  • Makes hair smoother and shinier
  • Repairs split ends
  • Protects hair from heat styling
  • Speeds up the drying process and styling
Wella Professionals Elements Renewing Shampoo:

This gently cleanses hair with a luxurious foaming experience, without stripping out hair moisture. It revives hair smoothness and shine for a healthy look and feel.


  • 91% natural origin ingredients
  • Formulated without sulfates, silicones
  • Vegan – Free of animal-derived ingredients
  • Dermatologically tested
  • Gentle to hair and skin
  • Committed to no animal testing**
Comfort Zone

Skin Regimen Cleansing Cream: This is a gentle yet deep cleansing cream that effectively removes make up, SPF residues and environmental impurities accumulated during the day. Its non-drying foaming texture enriched with delicate natural surfactants and LONGEVITY COMPLEX™ leave the skin clean, purified and balanced from first use without stripping it.

  • Enriched with three organic superfood extracts to help contrast premature aging.
  • Suitable for all skin types,
  • Vegan-friendly
  • 88,1% natural-origin ingredients
  • 86/100 Yuka score

Body polishing scrub: This ensures renewed, brighter-looking skin. The revitalizing gel-based scrub contains argan shell powder and lava stone pumice to gently buff away dead surface cells and a nourishing blend of six precious oils—argan, avocado, rice bran, safflower, grape seed, and sweet almond—to leave skin irresistibly soft and smooth.

  • Fragranced with the signature Moroccanoil scent, a Mediterranean-inspired blend of spicy amber and warm florals.
Cadiveu Professional

Brasil Cacau Eco Keratin Treatment: Washing the hair with this Brasil Cacau Eco Keratin Treatment will boost shine and build strength. ECO KERATIN is an organic smoothing product, hypoallergenic, without formaldehyde and derivatives.

Main ingredients:
Cocoa butter + Keratin + D-Panthenol + Pro Vitamin B5

  • An organic eco-friendly product
  • Easy to apply
  • Restores shine
  • Manages frizz
  • Formaldehyde-free
  • Application without perfume or smoke, which guarantees comfort to the user
  • Suitable for any chemical hair treatment
  • Hair can be washed and brushed on the same day.
Yutika Professional

Moroccan Argan Oil


  • Multi benefit hair treatment
  • Beautiful healthy hair, reduces dryness, restores silkiness and improves hair texture
  • Multiple benefits: Ultra smooth hair, enhance shine, intense softness, tames frizz
  • Naturally sourced products tend to change colour odour over time whereas the efficacy remain intact

Davines is another brand that places a strong emphasis on embracing natural elements. It has Natural active ingredients such as The Minuta olive extract. LOVE Smoothing Shampoo is harvested from the farm of Mr. Carmelo Messina in Ficarra, Messina, Italy as a part of Slow Food Presidium. Minuta olive extract is abundant in fatty acids and Vitamin E, which are extremely nourishing, softening and moisturizing.


LOVE Smoothing Shampoo


  • Gentle cleansing.
  • Smooth, soft and shiny hair.
  • Anti-frizz effect.
  • Natural active ingredients.
  • Obtained with 100% clean energy. Zero impact, essential and recyclable packaging
Kerincare BCL’s Milk + Honey with white chocolate massage cream

With nutrient-rich humectants that gently soften the skin restoring its natural moisture balance, this massage cream has won many hearts.

Milk and Honey work together as a nutrient-rich humectant to promote moisture retention in the skin. It gently softens the skin to restore its natural moisture balance for much needed hydration.

The emergence of going natural has become a revolution worldwide and its merger with wellness has not only helped companies realize its effectiveness but also help gain improved results with respect to improved sales targets and increased consumer adoption towards products with natural ingredients.