Nat­u­ral woman

Make this the year you feel good about your beauty prod­ucts.

ELLE (Canada) - - STYLE -

AT THE RE­CENT open­ing of the Toronto flag­ship lo­ca­tion for green-beauty re­tailer The De­tox Mar­ket, CEO Ro­main Gail­lard re­called the early days of his now boom­ing busi­ness. “Peo­ple would walk in the store and say ‘Oh, green beauty—it doesn’t work, but you are do­ing the right thing! I’ll get a lip balm,’” he says of the start of the 2010s. “Edi­tors would tell us ‘We’d love to cover you, but it isn’t Earth Day yet.’” Oh, how things have changed. De­mand for “clean,” “green,” “safe,” “or­ganic” and “non-toxic” prod­ucts is high, and both main­stream- and in­die-beauty com­pa­nies are rac­ing to de­liver—though the def­i­ni­tions of those terms dif­fer wildly be­tween brands, re­tail­ers and cer­ti­fi­ca­tions. (And it’s not just in­gre­di­ents to con­sider—it’s also man­u­fac­tur­ing prac­tices, as Sarah Daniel ex­plores on page 46 in “Beauty Mark.”) De­cod­ing these dif­fer­ences largely falls to the con­sumer. Our sug­ges­tion: De­cide what is most im­por­tant to you, and shop ac­cord­ingly. For some, that could be a per­sonal list of in­gre­di­ents they find to be ac­cept­able or un­ac­cept­able; for oth­ers, it could be a lack of ex­cess pack­ag­ing or know­ing that the sup­ply chain sup­ports fair wages or sus­tain­able farm­ing. Maybe it’s all of the above. The time for smart shop­ping is now.

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