Editor’s let­ter

Hair - - Contents -

Dear Reader,

If you’ve been keep­ing up with the re­cent so­cial me­dia buzz, you’ll no­tice that there’s a con­sid­er­able spike in one con­ver­sa­tion—that on ‘green’ beauty. As the tech-savvy mil­len­nial con­sumer gets more aware, there is an in­creased con­scious­ness about what’s go­ing into the prod­ucts she uses, and more im­por­tantly, how it’s af­fect­ing the en­vi­ron­ment around her. Men and women are drawn to prod­ucts with so-called clean or rec­og­niz­able in­gre­di­ents, rather chem­i­cal-laden ones. As more in­di­vid­u­als are choos­ing or­ganic and nat­u­ral prod­ucts, brands are be­com­ing more con­scious with their prod­uct lines too, and nu­mer­ous new or­ganic brands, spe­cially in­spired by our very own Ayurveda, are pop­ping up ev­ery­day. Pick­ing the right prod­ucts is es­sen­tial. But how do you do that? Do you dis­miss the acids men­tioned on them as non-nat­u­ral? Get help with this task from our beauty cover story— Nat­u­ral Beauty: Get­ting it Right— where we take you through ev­ery­thing that con­sti­tutes chem­i­cal-free beauty, and what pro­cessed in­gre­di­ents ac­tu­ally go into your prod­ucts. An­other im­por­tant as­pect of green beauty in­volves how beauty af­fects the en­vi­ron­ment (have you ever stopped to think of the amount of wa­ter your back-wash alone con­sumes?), and thank­fully nu­mer­ous trusted brands are tak­ing mea­sures to en­sure that the ill-effects are min­i­mal and cur­tailed. Read about a few of those ini­tia­tives in Sus­tain­abil­ity: For

Beauty & Busi­ness. If you think it’s hard to es­tab­lish a to­tally green brand and con­trib­ute to so­ci­ety at the same time, take a leaf out of Shub­hika Jain’s book— founder of In­dian brand Ras Lux­ury Oils— who is set­ting an ex­am­ple by run­ning a sus­tain­able beauty busi­ness, which she has elab­o­rated on in Beauty with Soul. What you put on your face or body is equally im­por­tant as what you put in­side it—this is per­haps the big­gest ap­peal that green beauty has. And if you’re still un­sure where to start, trust our favourite nat­u­ral brands men­tioned in Go Green to work their charm on you!

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