Sustainable beauty has been trending for a while now, and if you haven’t heard of it, where have you been? You just can’t miss it – vegan, recyclable and clean beauty are the buzzwords of the moment. But the latest trend is sustainable scents, proving that you can do your bit for the planet while smelling incredible, too (win win).
With more and more of us researching beauty products online before we buy, we’re naturally becoming more curious about where they come from. That’s where sustainability provides the perfect backstory for fragrance enthusiasts. Fragrance is all about a story, a narrative, a memory or an experience. And wouldn’t it be heart-warming to hear that your favourite perfume is also supporting farmers in underdeveloped countries? Or perhaps it has never been tested on animals and is completely cruelty-free (we dig Stella McCartney for being a supporter).
What’s more, The Perfume Shop has just launched its first ever fragrance collection, The Perfume Edit, which is cruelty-free, vegan and 100% recyclable. The three-product range is unisex, too, which is totally on trend and includes the energising Citrus Fresco, which oozes lavender, rosemary and sweet lemon (lush), Peppered Earth, a bold combo of pink pepper and leather, and Amber Glow, with vanilla, cinnamon and musk.
This year has also seen the launch of American sustainable brand Kierin NYC, with its collection of four scents, each reminding you of the New York lifestyle (yes, one is even called Sunday Brunch and smells of Earl Grey tea).
‘I think sustainable perfume brands are on the rise for a number of reasons,’ says Nick Gilbert, perfume expert and director of fragrance consultancy Olfiction. ‘Firstly, it’s a feel-good story for consumers and shows them that they’re making a positive impact on the world. Secondly, more of the creators are realising the importance of sustainable and renewable materials, so that they have a constant supply of great quality raw materials.’
It’s Generation Z and millennials whose ears are pricking at the sound of sustainable beauty. Earlier this year, the British Soil Association Certification reported that young people are leading and influencing the UK’s organic beauty and wellbeing sector, which is at an all-time high. Now that’s impressive. Does that mean fragrances from the likes of Ariana Grande and Juicy Couture will start implementing cruelty-free values? We’ll have to wait and see.
There’s really no better time to start supporting and spritzing sustainable scents, especially with The World Economic Forum predicting that there will be more plastic in the oceans than fish by 2050.
So when you choose your next fragrance, think of how you can help the environment, too.
Interested in sustainable scents? Check out The Perfume Edit from The Perfume Shop, now.