Not all at once: Why is it difficult to observe an eco-friendly approach to beauty
margarita virova
Mass fashion for an eco-friendly lifestyle took shape not so long ago - but it is already difficult to surprise someone with talk about zero waste, vegetarianism, conscious consumption and processing. Vegan cosmetics and eco-friendly packaging are described as a big trend: it is possible that in the near future the largest brands will begin to make attempts to become kinder to nature. Nevertheless, no iron rules of "beauty-awareness" do not yet exist, but it is already difficult to avoid accusations of an "inadequate" harmless lifestyle. We tell why harm reduction is better than complete inaction or even attempts at radical failure.
We wrote a lot about how to approach conscious consumption: this also applies to the sensible use of cosmetics, and the ability to dress without running to the mall, and trying to produce less garbage. In English editions, such instructions are issued regularly, and major players in the fashion and beauty markets try to meet a new type of consumer, ready to put in a little more effort to live without harm to nature. It seems to be great if we do not forget that such practices entered our life not so long ago and the “right” consumption, which could be switched to overnight, does not yet exist.
Complete or partial lack of animal products in the diet now no one is surprised: someone refuses only milk and eggs, someone completely goes to raw foods, and someone leaves fish in the diet. Each of these approaches has a name and an established community, so finding information on how to start a particular diet is not so difficult. However, in the world of fashion and beauty, ethical and eco-friendly initiatives have just begun to be met with enthusiasm - and therefore the resistance of the “old” world is much easier to meet there.
Any production, especially large, is associated with environmental hazards. While the trend for naturalness and closeness to nature conquers the cosmetic and perfumery markets, the latter still remains an excellent ground for poaching to flourish, and the former is sufficiently to be blamed for the widespread use of cheap and familiar petroleum products. We know not enough about how cosmetics interact with nature, which we apply and wash off the face every day, but scientists have been talking about the dangers of sunscreen filters for oceanic fauna for several years.
From year to year we get more and more information about the interaction of human activity products with nature, and what turns out to be approved yesterday is unsafe. A constant change of concepts is inevitable: there is still little research conducted on a large scale, and the environmental control infrastructure is almost non-existent. So, the idea that cosmetics should not only be a pleasant (or necessary) addition to life, but also not harm animals, plants, water and air, while it is difficult to convert into everyday habits. The search for alternative formulations, the development of eco-friendly packages that are in keeping with the spirit of the times, and, finally, consumer accustoming to the care of the environment will take more than a year.
It seems that the most realistic approach so far lies in the field of small business theory: to wake up exclusively conscious one fine morning is still from the field of fairy tales
For many supporters of the "green" lifestyle, not losing hope to start using conscientiously produced cosmetics, the most pressing issue is the question of testing for animals. This practice has been around for many years and is used everywhere: when a small eco-friendly brand triumphantly breaks out at the level of international sales, it has to deal with the laws of countries where the issues of "correct" consumption are not covered even in public debate. The most vivid example is China, which, by the way, literally recently began measures to mitigate the requirements of the law. Practically every episode of the entry of cruelty-free-brands into a large concern is accompanied by activists' protests: can NARS and Too Faced continue to be considered as eco-friendly brands if they are now under the patronage of Estée Lauder, a company that is not in fundamentally "harmless" positions? The brands also have their own truth: for the time being, they simply have no other way to achieve greater sales and production volumes, in the absence of a global eco-friendly market.
Among the truly vegan brands are not so many large and popular. A Russian consumer who decides to be respectful of nature will have to register at all exclusively in Lush odorous corners, confidently promoting the habit of not throwing out banks to the audience, but using refels. Or to abandon cosmetics and household chemicals altogether: buying even a minimal set of beauty products will require high awareness and personal responsibility - the industry, slowly moving to new rails, is simply unable to take care of environmentally friendly initiatives. It seems that the most realistic approach so far lies in the field of the theory of small matters: to wake up exclusively conscious one fine morning is still from the field of fairy tales.
All of the above is only part of the reasons why it is simply impossible to demand a complete restructuring of the lifestyle from oneself and others. Really bona fide vegan brands still exist in the bud, do not reach Russia, and honestly can ask for substantial money for their products; Talking about the recycling of garbage in Russia, which has become a country of "garbage protests", is not yet serious, but at least attempts to do without packages risk turning into a living hell.
This does not mean that nothing can be done - in the formation of a new ethic, including the ethics of our relations with the environment, you can participate as much as possible, and the effect of this will be enough to spread the idea that you want to support and to reduce harm. The gradual abandonment of the least necessary practices and products, not to the detriment of one’s own comfort, may well help to form a consumer segment with all the variety of eco-friendly habits and requirements, which, respectively, can loudly declare about them. In the end, while the single and surprising story about how Russian Natura Siberica went to meet customers and abandoned the use of reindeer antlers, has already happened - which means it can happen again.
Cover: Elate