As more brands adopt sustainable practices in favour of environmentally damaging ones, the beauty industry looks to be on the cusp of foregoing greenwashing, a tactic that continues to hinder progress in our fight against the climate crisis.
This week, designer and sustainability champion Stella McCartney – who has, over the last two decades, built her reputation on being a pioneer of conscious fashion through her utilisation of fabrics like lab-grown spider silk and mylo – unveiled her new cruelty free, vegan skincare brand.
Amidst the beauty industry’s relentless greenwashing and never-ending stream of celebrity-endorsed products, the news did little to rouse my attention.
That is until I learned the line – aptly titled Stella by Stella McCartney – had been years in the making, meticulously developed to ensure it stays true to McCartney’s ethos of using ‘only the essentials.’
The last thing the world needs is yet another thoughtless self-proclaimed ‘clean’ beauty brand that’ll contribute further to the climate crisis.
‘When I started this project, I knew change in the industry was needed,’ she told Dazed in an interview. ‘The key factor is that when it comes to sustainability there is no magic solution.’
‘When producing you need to weigh your options at each step of the process to minimise your impact on the planet. So, at every stage I have challenged myself to make the most responsible decisions possible.’
The range – which is inherently minimal, consisting of just a cleanser, serum, and moisturiser – prioritises longevity over short-term results.
And, steering clear of upholding the false promises of environmental devotion that other companies are renowned for, everything is refillable, packaging is recycled, ingredients are of 99% natural origins (any that could negatively impact the planet have been banned), and consumers will have their purchases shipped instead of flown to reduce the brand’s carbon footprint.
All credentials that McCartney herself has worked hard to guarantee, part of her refusal to avoid entering the market with the sole intention of forging an ecologically responsible image among the public.