Evolving Line and Conscious Sustainability – What does it mean and how is it practiced?

Evolving Line and Conscious Sustainability – What does it mean and how is it practiced?

Today, more than ever, the idea of reducing waste and being more conscious of what we do with that waste is growing immensely. The idea is driven by a majority of people who want to be apart of eliminating and reducing waste, rather than continuing to be apart of the problem. However, the action by brands and manufacturers needed to support this idea and is unfortunately still lagging behind the times. Consumption of single use plastics and unrecyclable materials are higher than they have ever been1.

The amount of end-of-life plastic packaging, which includes bottles, jars, bags, and "other," surrounding U.S. products has increased by over 120 times since 1960. In 2018, in the U.S. alone, almost 7.9 billion units of rigid plastic were created just for beauty and personal care products, according to Euromonitor International1.

Why is this happening?

Typically, a business’s purpose is to satisfy a customer demand. Bevara Skin acknowledges that there is a tremendous demand from shoppers for wanting good quality products at a reasonable price that are responsibly manufactured and transparently sourced.

Most modern day shoppers want to buy purpose driven products. As a matter of fact, 65% said they want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so2.

Why is this? We believe that part of the problem is that there is simply not enough purpose driven brands available to shoppers with quality products to compete with the non-sustainably conscious brands’ products.

What is Bevara Skin doing about it now?

We recognize that in order to really make a change here, we need to do our job first as a conscious manufacturer. The sustainable conscious shopper needs more quality sustainably focused skincare brands to choose from. We sleep better at night knowing that we have done our part to increase the opportunity for a skincare shopper to shop safe and quality products while also feeling like they are contributing to positive change environmentally.

Our efforts and commitments fall within two buckets to drive this change:

First, to only source and use sustainable materials for our packaging. Our product containers and packaging only use 100% recyclable materials: paper, glass, aluminum, and PEG plastics.

Second, we operate a business model designed to reduce waste. We coined the Evolving Line Concept with the key focus to reduce waste and to increase product satisfaction.

Did you know that 90% of skincare products purchased are not entirely used2? This is grossly wasteful of resources and money with a direct negative impact on environmental sustainability.

This problem is primarily driven by either purchasing non-essentials (over-shopping) or not liking the product.

To help solve the over shopping issue we have created the 1 product per category rule. This rule fosters a more intentional product development and refinement approach focusing on quality over quantity, a lean product line offering only essential products.

In efforts to help increase product satisfaction within our product development, we have created a crowdsourced ecosystems where we are able to interact with our shoppers to gain a better understanding of what ingredients they are looking for, what skin problems they are facing, etc. We use this information to then research key new ingredients. Through our crowdsourced ecosystem we are able to understand what our shoppers want and let their decisions and inputs drive our product development. Once new ingredients have been decided on by our crowdsourced vote, we refine and make updates to our current products and launch our next new version of the product – staying consistent and committed to our 1 product per category rule.

What is Bevara Skin’s continued commitment?

We are committed to continue our research and investment in materials we use for packaging. Our goal is to stay vigilant on these efforts until our product packaging and containers are 100% biodegradable.

We are also committed to our evolving line and 1 product per category approach as we believe it will have drastic impacts on purchasing behavior to help reduce the percentage of current throwaways from (90%).

  1. Bailly, Jenny. “The Beauty Industry Still Needs to Confront Its Waste Issue.” Allure, Allure, 11 May 2020, www.allure.com/story/beauty-industry-packaging-waste.
  1. Katherine White, David J. Hardisty and Rishad Habib. “The Elusive Green Consumer.” Harvard Business Review, 1 June 2020, hbr.org/2019/07/the-elusive-green-consumer.