05/10/2025

ON SUNDAY October 5, 2025 theSunday Special XI

Being environmentally conscious and passionate about beauty are not mutually exclusive.

More than ever, consumers are seeking brands that reflect their personal values.”

Recently, France sparked global con versation with groundbreaking legislation aimed at curbing the environmental and social toll of fast fashion and beauty. The law, which directly targets ultra fast retailers such as SHEIN and Temu, introduces measures including an eco-tax on fast fashion and beauty items, strict advertising controls and heightened transparency requirements. Under the new rules, brands will be obligated to disclose the social and en vironmental footprint of their products - including details such as transport emis sions - in clear and accessible formats. So the question lingers - should Ma laysia follow in France’s footsteps and implement similar laws and regulations? In a market where overconsumption and waste are becoming the norm and where consumer habits are often shaped by content creators and brands chasing clicks over conscience, the need for stron ger oversight feels increasingly urgent. Too often, vague claims and unsustain able practices go unchecked, even when they fall short of basic ethical standards. As transparency lags behind trend cycles, Malaysia should step forward not just with ambition, but with action. “ 8OWLPDWHO\ LW WDNHV D FROOHFWLYH H̆ RUW from product makers to policymakers to build a beauty industry that prioritises both people and the planet. “The more we empower consumers to ask the right questions, the more we accelerate the shift towards conscious, in formed purchasing,” Harchand asserted.

A long step for the Malaysian consumer In Malaysia, the shift towards more ethical consumerism may be gradual, but it is steadily gaining ground compared to just a few years ago. Still, real progress requires practical and deliberate steps from all stakeholders. From policymakers to beauty content cre

Harchand emphasised that while trend-driven marketing may spark inter est, it is a brand’s consistent commitment to values, product integrity and customer experience that builds lasting loyalty. “Consumers are smart. They notice ZKHQ D EUDQG ÀLS ÀRSV RQ LWV PHVVDJ ing. Brands that remain consistent, particularly on matters of sustainability and ethics, are the ones that ultimately earn trust,” she said. As beauty grows increasingly tech savvy with European apps such as Yuka and INCI Decoder gaining traction among Malaysian consumers, shoppers are moving beyond the search for mere performance. They now gravitate towards brands that embody their values – ethical, transparent and mindful. LUSH, for example, continues to honour its founding principles through ethically sourced, cruelty-free products and “naked” packaging – a commitment to minimal wrapping, especially plastic – in DQ H̆ RUW WR UHGXFH ZDVWH DQG FRPEDW WKH industry’s reliance on over-packaging. B H\RQG LWV SURGXFW R̆ HULQJV /86+ has collaborated with Malaysian NGOs to champion grassroots initiatives focused on waste reduction, responsible con sumerism and environmental education, thereby keeping the conversation and impact ongoing. A QRWKHU VWDQGRXW QDPH LV $ŋVRS D certified B Corp brand verified by the QRQ SUR¿W % /DE IRU LWV KLJK VWDQGDUGV LQ social and environmental performance, transparency and accountability. From in-store recycling programmes to WKRXJKWIXOO\ GHVLJQHG LQWHULRUV $ŋVRS¶V sustainability ethos is embedded across every touchpoint of the brand. Ultimately, what resonates most with today’s consumers is not perfection, but transparency. Empowering people to make more informed, conscious choices is an ongoing challenge, but one that begins with clarity. Brands that openly share their practices and purpose allow shoppers to compare, understand and choose with intention.

accurate information and holding brands accountable,” Harchand stressed. “Schools and universities can embed sustainability and critical consumer thinking into their curriculums. Regula tors, too, must step up by setting clearer standards for ethical claims and cracking down on misleading marketing practices.” R DWKHU WKDQ GLYLQJ KHDG¿UVW LQWR WUHQGV and promoting overconsumption, beauty FRQWHQW FUHDWRUV ZKRVH LQÀXHQFH RIWHQ shapes purchasing behaviours - must be mindful of the products and brands they endorse. With their reach comes responsibility. Consumers and media alike should remain vigilant, chal lenging creators who promote harmful products without due diligence. Blind promotion can not be excused, especially when it contributes to long-term environmental harm.

ators, everyone shares a responsibility in guiding consumers toward more con scious choices. “Media plat

forms have a powerful role to play in amplifying

Ethically sourced, cruelty-free products and minimal packaging show that beauty can be both responsible and innovative.”

Harchand