Why sustainability and make-up go hand in hand

With the times that we are going through - global industrialisation, medical improvements and rise of population and life expectancy - there also comes the question of - how is the Earth dealing with these changes and how can we keep it inhabitable? There are numerous campaigns and movements that talk just about that and more and more people are actually starting to listen.

The cosmetics industry has reached in 2018 levels of inclusivity that it never reached before...and it keeps expanding. Taking a look on what is happening on social media at the moment and anyone can easily get overwhelmed. The make-up community has extended not only to women of all ethnicities, ages and social statuses, but to men, teenagers; the 'drag' make-up trend initially started by transgenders picking up now more than ever, with YouTube's biggest channels promoting just that.

But people are becoming more and more aware also of what they are putting on their faces and brands have no choice but to deliver in a day and age where the smallest hiccup can blow up overnight on Twitter or Instagram.

A book that is well worth the read because of how well captures the essence of this relationship is by the author Amarjit Sahota, "Sustainability: How the Cosmetics Industry is Greening up". Amarjit explains how social responsibility is a key role in the cosmetics industry because it shares a symbolic analogy with sustainability by seeking the same things - regeneration, youth, caring and beauty - both ours and the planet's.

And marketing plays a significant role in this. With the right management and working with the right people for the right reasons, we can bring a noticeable improvement on this planet and the way it operates.