The Beauty Battleground Is Still Mired in Plastic, Faulty Claims

There’s nothing stopping a company from slapping “natural” or “organic” on a product label as it applies to cosmetics, body care or personal care products — not in America at least. But for many, the plastic packaging is almost more controversial than what’s inside the product. In the U.S. alone, nearly 7.9 billion units of rigid plastic were pumped out to house beauty and personal care products at retail in 2018, according to the most recent data from Euromonitor International. According to management consulting firm Activate, the online channel “will be the battlegrounds,” with over $30 billion in online expansion in the category, when brands at any price point are championing “health and good intentions” — which Hannah Symons, former global head of beauty research at Euromonitor International, said is today’s leading marketing message. As seen with apparel, this democratized access means consumers have more information at their fingertips than ever, and they are growing increasingly critical of claims by both budding DTC brands and established ones alike. Largely unregulated in the U.S. cosmetics industry, terms such as “natural” or “organic” often don’t carry the same payoff as their would-be beauty products. The Food and Drug Administration doesn’t have regulations for either term when

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