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    GREEN IS GOOD

    Jun 19, 2020 6 minutes
    by ELSA KRüGER
    styling HANNES KOEGELENBERG
    photos ED O’RILEY

    The need to live ‘greener’ from head to toe, in the way we eat, travel and decorate our homes, will increase after the end of the COVID-19 crisis, according to all predictions.

    Green beauty is a growing trend. It brings with it long-term benefits for your health and the environment. In the past, many beauty products contained toxic ingredients, but consumers now no longer want to have anything to do with these. And large international cosmetic houses like L’Oréal, Estée Lauder and Procter & Gamble have taken notice.

    GREEN ‘GROWS’ MONEY

    It is estimated that the green beauty market will grow in value to US $22 billion by 2024. This includes skincare, hair and body products, make-up and perfume. The skincare segment comprises 30% of the total, followed by the hair product segment.

    Consumers are looking for ‘clean’ and healthy brands, but are not fooled by a label that simply states ‘natural’. They demand products that are sustainable and eco-friendly. Ingredients must be ethically sourced, manufacturing must use water and

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