What it means to be a Sustainable Beauty Brand

What it means to be a Sustainable Beauty Brand

Beauty doesn't have to cost the earth, literally and figuratively speaking, but what does it mean to truly be a sustainable beauty brand? Let's break it down by some of the key factors we look for when deciding which vegan and cruelty brands to stock and support at Wild & Cruelty Free.



At the heart of every product is love and a powerhouse of ingredients to either help your skin or ensure the product performs accurately. But when we look at each ingredient, what are their properties, benefits and where do they come from? It's music to our ears when we hear brands are using locally sourced non-toxic Australian ingredients. While it isn't always possible, we believe in progress over perfection and if brands are able to sustainably source some local ingredients that means they are actively trying to reduce their carbon footprint while supporting local farmers or producers in their supply chain.

Speaking of ingredients, another important factor is understanding if the ingredients are truly vegan and cruelty free. A lot of people solely focus on the final product being cruelty free but in our opinion it is just as important, if not more important, that the product doesn't contain any animal derived ingredients or by-products and that those ingredients have not been tested on animals at any point in production.

When a brand displays the Leaping Bunny logo on their packaging that is a key indicator that the product is Cruelty Free and has undergone independent audits to verify this. However, it is important to note that this does not mean the product is also Vegan which is why we have done the research for you to ensure the products we sell are both Cruelty Free and Vegan.



In our opinion, the packaging a product comes in should always be environmentally friendly, recyclable, preferably compostable, and free of any plastic wrapping. With advanced technologies and access to a variety of natural fibres and raw materials, single-use plastic packaging is a thing of the past and just not necessary.

But what about the packaging the product is contained in? Is it completely recyclable, reusable or are only some of the components recyclable? We are really impressed to see brands such as Ere Perez switching to reusable and refillable aluminium compact cases and selling refills of their setting powders and bronzers so there is absolutely no waste. Then we have Wanderlightly who create their Deodorant and Body Balms in 100% Plastic Free packaging by using recycled paperboard tubes that are home compostable or recyclable.

Then it is important to see how the product is delivered to you. Does it come in a box sealed with plastic sticky tape or a paper tape alternative? Is the printing on the outside of the box created using a plant based eco-friendly ink? Is the product inside wrapped with excessive amounts of printed tissue paper or worse bubble wrap?

While presentation is important and adds to the look and feel of a brand and the customer experience, we need to be mindful that 9 times out of 10 the packaging ends up in landfill so we need to minimise where possible and keep it green!



What is the brands commitment on giving back to the planet? Do they support charities that help the future of animals, people and the planet? By paying it forward brands are supporting organisations who are doing crucial work for the environment.


We hope this has given you some food for thought for when you are looking to purchase your next beauty product. At Wild and Cruelty Free we support and stock brands who are doing right by the earth and amalgamate shipments to minimise our impact on the planet.

By supporting brands and businesses who are committed to creating a circular economy, we are collectively helping to create a happier and healthier planet that future generations can enjoy.

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