Kinvara Natural Skincare is an Irish skincare brand based in Co. Galway. The brand was founded in 2012 by Dr. Joanne Reilly, who has a background in natural sciences and community development [1]. The brand prides itself on its plant based products which are manufactured in Ireland and the UK [2].
The beauty industry can have a significant negative impact on the environment. The industry generates up to 120 billion units of plastic packaging annually and contributes to the loss of 18 million acres of forest per year [3]. The industry relies heavily on essential oils, pigments, surfactants and other biological substances in the manufacturing of its products and rising consumer demand places increasing pressure on biodiversity. The destruction of natural habitats and ecosystems for production and use of pesticides and fertilisers is a significant issue in the industry [4].
Pressure from the public and the media in recent years has led to more in-depth scrutiny of the beauty industry and raised awareness of the environmental impact of consumer choices. The destruction of large areas of rainforest to grow palm oil has led to campaigns against its use [5, 6] and changes in the way in which beauty brands source and manufacture their products [7, 8]. The use of microbeads in products such as face and body was has also faced strong criticism, as these beads are usually made of micro plastics which wash down the drain and end up in water bodies where they can cause significant harm [9]. The manufacture or sale of beauty products containing plastic microbeads has been prohibited in many EU countries, including Ireland [10].
Consumer preferences in recent years has shifted towards more naturally derived ingredients. Studies suggest that the majority of consumers state it’s important to buy “healthy”, “clean” or “green” beauty products [11, 12]. A brand that focuses on sustainable products and practices could gain a market advantage over less environmentally-friendly brands.
The changing legislative environment over the use and sale of products with less sustainable ingredients has meant costly changes for brands [13-15]. By engaging sustainable practices now, brands can remain ahead of any possible future bans or restrictions on ingredients.
