There are currently 6.4 million Google results for "toxic cosmetics." In the last week alone, media outlets have picked up splashy, if not always well-researched, stories about the "toxicity" of materials used in personal care and cosmetic products.
Whatever the validity of specific attacks on ingredients or brands, it's clear that consumer awareness and concern regarding the products they purchase and what goes into them is at an all time high.
Because eco-chic brands are often shown within more traditional eco-friendly events and outlets, they have been left out of the the broader luxury space in which they belong, therefore "stifling" potentially growth.
But consumers still want products that work; and prestige customers seek both elevated products and a high level of performance. While eco-chic is nothing new, it has never been more relevant.
The drivers of this particular cultural moment are the basis of a new event coming to New York, Elev8 Show, which will feature 30 beauty brands that promise "non-toxicity, performance and luxury values."
The event will take place April 18 at the White Space Chelsea, hosting buyers, editors, makeup artists and bloggers and featuring a range of brands that exemplify the organizers' standards, including:
- Little Barn Apothecary
- LURK Fragrance
- Captain Blankenship
- Mullein and Sparrow
- Soigne Nails
- Privai Skincare
- Bottega Organica
- Kahina Giving Beauty
- Birch Rose
- Osmia Organics
- Svelta Tan
- Earth Tu Fac
- La Bella Figura
- Strange Invisible Perfumes.
Amy Turner, one of Elev8's founders, describes the event as "a chance for the industry to step inside the green bubble of non-toxic beauty without stepping outside the world of luxury.”
The organizers note that because eco-chic brands are often shown within more traditional eco-friendly events and outlets, they have been left out of the the broader luxury space in which they belong, therefore "stifling" potentially growth.
Elev8 seeks to correct this by presenting brands that are eco, but have more to offer beyond sustainability/safety claims.
The event is formatted in an intimate space that will feature art, hors d'oeuvres, champagne and a tightly curated lineup of brands that can be approached without the bustle of a convention-center setting.
The organizers conclude, "We have a real opportunity to get it right, change the narrative, and show the luxury market the next leaders in beauty."