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!