Glossier’s Sustainability: Will More Brands Follow the Trend?

If there’s one thing that seems to be trending in the beauty industry these days, it’s sustainability. Everyday, more and more makeup consumers are looking for products that are eco-friendly.

One beauty favorite is Glossier, a brand founded in 2014 that focuses on natural makeup and has “your real beauty routine in mind.” Many makeup lovers tout this company as an eco-friendly and sustainable makeup brand that delivers great quality products, with one beauty blogger, Daisy Kuenstler, tweeting, “Glossier is a great company that is focused on creating sustainable and cruelty free products!”

Glossier, however, has never offered up much information on their sustainability practices. After years of requests from consumers for more information, this all changed on February 20 when Glossier founder and CEO Emily Weiss released a statement, entitled “Our Commitment to Sustainability”.

Weiss’ statement comes in response to controversies that have surrounded the company following the release of their eye and lip plumping cream, Bubblewrap. Some found the name ironic, given the recent talk about the unnecessary use of bubble wrap and plastic packaging that Glossier uses to ship its products.

The statement from Weiss focuses on several aspects of the eco-friendly trend that Glossier has tried to implement over the past few months.

One big change from Glossier came in the form of “limited packaging”; since June 2019, Glossier’s online shoppers have been able to click an option when checking out to have their items sent with less plastic packaging.

The company has also updated their boxes to be 100% recyclable and have discontinued their Glitter Gelée product because of its use of plastic glitter, which Weiss said “has become increasingly and deservedly controversial since it gets into the waterways and accumulates in the ocean.”

But do makeup consumers really care if brands are eco-friendly? The answer for many is yes.

Analisa Hakes, a freshman government and politics major, pays attention to the ingredients and practices of the makeup brands she buys.

“I think it’s really important to look at where your products are coming from and made with,” said Hakes.

To Hakes, the importance in choosing what makeup to buy lies in whether it’s hurting natural resources.

“You can keep using the products and they’re not going to deplete resources. It’s a give and take instead of just a take,” Hakes explained.

Sophomore English major Kelly Sherman also favors eco-friendly products.

“If I know of brand names that are sustainable or cruelty free then I am much more inclined to buy them over other products,” said Sherman.

One of the main contributors to the trend toward eco-friendly products is the pollution that makeup and plastic packaging cause. A report from Plastic Oceans International revealed that “more than 8 million tons of plastic are dumped in our oceans every year.”

College Park makeup artist Blanche Aguilar understands the impact that the makeup industry has on the amount of plastic that is dumped into the sea every year.

“Most ingredients in these makeup products aren't natural so I can see how that could be a contributor to pollution. I'm not sure in saying it is a large contributor but I'm sure it doesn't help,” said Aguilar.

Aguilar has been a makeup artist for three years and is always looking for the best products for the environment and for her clients.

“I am a hired professional, so my clients hire me for my skill level and knowledge of the makeup products,” said Aguilar.

Now more than ever, makeup consumers are taking a deeper look at what is in their products, and where those products are coming from.

Priscilla Tsia, founder and CEO of cocokind, an eco-friendly makeup brand, believes that sustainability is going to be a huge trend in the makeup industry in 2020. She stated in a Forbes article: “Sustainability is a key factor in many businesses...consumers are demanding this and the brands that don’t respond will be left behind.”

Though not every makeup brand has pledged to become more eco-friendly, Glossier’s new statement on sustainability is a step in the direction to becoming a brand that environmentally-conscious makeup consumers can enjoy.