05/10/2025

ON SUNDAY October 5, 2025 X theSunday Special

Go green for skin In Malaysia, ethical consumerism in beauty is growing slowly but steadily. But beyond the label, what are brands missing to move forward?

frequently left to decipher what is real. To genuinely trust a product’s sustainability credentials, consumers must take a closer look - from how raw materials are sourced, to the ingredients used, to the packaging it comes in. That being said, ethics and transpar ency should be studied as closely as the formulation itself. While change can feel overwhelming and slow to process, being environmen tally conscious and passionate about beauty are not mutually exclusive. “Malaysian consumers, particularly the younger urban demographic, are becoming increasingly aware of ingredient transparency and ethical sourcing. They’re no longer just concerned about what’s in their products but how those ingredients are sourced and produced,” explained Harchand. Brands that are open about their processes, use local ingredients, reduce packaging waste and invest in educating their customers about the value behind their price point are the ones building long-term loyalty. “More than ever, consumers are seek ing brands that reflect their personal YDOXHV JLYLQJ WKHP JUHDWHU FRQ¿GHQFH LQ their choices. While Malaysians may be price-conscious, that doesn’t mean they’re LQGL̆ HUHQW ,W PHDQV WKH\ ZDQW YDOXH ´ she added. For example, in 2021, Goop - the wellness and beauty brand founded by

Gwyneth Paltrow - came under scrutiny for its use of “clean beauty” terminology - a label it attached to many of its products GHVSLWH ODFNLQJ FOHDU GH¿QLWLRQV RU UHJXOD tory backing. Critics argued that the brand’s mar keting language created the illusion of HQYLURQPHQWDO DQG KHDOWK EHQH¿WV WKDW weren’t supported by science or third SDUW\ FHUWL¿FDWLRQ The controversy triggered broader de bates about what “clean” and “green” truly mean in the beauty industry - especially in the absence of legal standards. Although Goop later responded with XSGDWHG GH¿QLWLRQV DQG WUDQVSDUHQF\ SROL cies, the incident became a cautionary tale of how even the most recognisable names can mislead, intentionally or otherwise. , t served as a reminder that glossy packaging and celebrity backing don’t always guarantee ethical practices and that consumers must continue to ask questions, read labels and demand better. B H\RQG JUHHQZDVKHG LQLWLDWLYH Before consumers can fully embrace the shift to green beauty, the responsibility EHJLQV ZLWK WKH EUDQGV WKHPVHOYHV ,W LV not enough to market recyclable packaging or buzzword-laden ingredient lists - mean LQJIXO HGXFDWLRQ PXVW FRPH ¿UVW Brands should actively guide consum ers towards making ethical decisions, rather than relying solely on aesthetics to suggest sustainability.

BY AQILAH NAJWA JAMALUDDIN

O VERCONSUMPTION , overproduction and the exploitation of influencers remain among the most press ing waste-related crises in Malaysia, many of which stem from the fast fashion and beauty industries. As the world becomes increasingly advanced through technology and in novation, the climate crisis comes into sharper focus. The beauty industry, with its heavy reli ance on plastic and murky transparency, UHPDLQV D VLJQL¿FDQW SROOXWHU (DFK \HDU an estimated 120 billion units of packaging are produced, as reported by Snowkap. Of that, 95% is discarded after just one use and only 14% ever reaches a recycling facility. With each passing year, more Malaysians appear to abandon the idea of a cleaner environment in favour of unchecked consumption and waste. Dr Harvinder Harchand, Director of

LUSH Fresh Handmade Cosmetics Malay sia, believes that for the country to move towards a truly ethical and responsible beauty future, a shift in mindset is es sential - alongside systemic change and a shared sense of accountability between brands, consumers and regulators. “Brands can begin by moving from be ing ‘greenwashed’ to being ‘value-driven’,” she said. “That means stepping away from vague eco-friendly language and instead focusing on real, measurable change, especially within operations and supply chains.” R HGH¿QLQJ JUHHQ EHDXW\ So, what exactly is green beauty? One of the most misleading trends in beauty is how swiftly brands label their products as green, clean or eco-friendly, often without the substance to back it up. These claims can be more marketing than meaningful and consumers are

Harchand … Coral planting in Gaya Island.