Ren Skincare have launched an industry first initiative to reduce cosmetics packaging waste, partnering with Biossance, Caudalie, Herbivore and YOUTH TO THE PEOPLE.
Led by REN’s CEO, Arnaud Meysselle, REN, Biossance, Caudalie, Herbivore and YOUTH TO THE PEOPLE are uniting a shared goal helping tackle the environmental crisis regarding packaging waste, almost 70% of which currently ends up in landfill in the US. #WeAreAllies will be ongoing, with hopes to inspire more brands with the a shared ethos to join the campaign.
REN has embodied its Clean to Skin ethos for 20 years, doubling down on Clean to Planet in early 2018 with a packaging Zero Waste Pledge for completion by the end of 2021. Each allied brand has also committed to more planet-friendly packaging by the year 2025, recognising the collective effort needed to make real positive change to our environment. Advertising the competition doesn’t make a lot of sense in traditional business, but the current environmental crisis calls for all of us to do things differently.
“From concept we were excited and at the same time conscious of the realities of whether brands would be willing to commit to the idea of working on environmental challenges with their ‘competitors’. We were hugely inspired to be met with such shared enthusiasm for a common sustainability purpose and shared values by clean brands we’re proud to now call our allies. Taking action to reduce waste in the beauty industry is a challenge; together we can share ideas and pioneer new solutions to reduce packaging waste while raising awareness and inspiring other brands to join us with their sustainability efforts. It is the sharing of the knowledge of the collective that has the power to make a real, meaningful and scalable difference.”
– Arnaud Meysselle, CEO REN Clean Skincare
This unique collaborative campaign aims to inspire consumers and brands to make their own pledges to protect the planet by supporting planet-conscious brands in the #WeAreAllies cooperation. REN’s campaign urges consumers to, if not shopping with them, consider the four allied brands.
How can you get involved?
Credit: The Courage to Change
The British Beauty Council‘s Courage to Change sustainability report found that two thirds of people are unclear on which cosmetics products are recyclable. On top of this, the report found that 88% of consumers want brands to do more to help them make a difference, this includes displaying clearer information on how to recycle products, and through providing information on more environmentally-friendly ways to use products.
With high purchasing power, you, the consumer, have the ability to help shape the future of beauty. When you go (physically or virtually) to the beauty counter, your product-buying decisions play an important role in the future of beauty products. If, as a collective, you are seen to be buying more environmentally-friendly brands then others who may not be there yet can be influenced to do the same – better yet, your decisions influence the products manufactured and sold by beauty brands to be more environmentally-friendly, not just those involved in the #WeAreAllies campaign.
REN have said that the brands involved in #WeAreAllies will support you, and your choices, through providing information about recycling, and tips to reduce waste.
All of the #WeAreAllies brands are available to buy through Cult Beauty in the UK.
