Low-carbon beauty is moving from ambition to execution—and the margin for vague claims is disappearing fast. As regulators sharpen scrutiny and consumers demand proof, beauty brands are being pushed to rethink how carbon impact is reduced, measured, and communicated across the entire product lifecycle. In this Global Cosmetic Industry executive briefing, Univar Solutions’ Irena James break down what credible low-carbon strategies look like today, from carbon-conscious formulation and decarbonized ingredient technologies to the next generation of carbon claim labels designed for clarity, not confusion. Their insights offer a practical roadmap for brands looking to cut emissions without compromising performance—while turning sustainability transparency into a competitive growth lever.
Beyond the Label: Why Clarity is the New Currency in Sustainable Beauty
"Carbon claim labels are becoming an important part of sustainability communication in beauty and personal care," says Irena James, sr. business development manager, beauty and personal care, ingredients + specialties at Univar Solutions. "But a label alone is not enough."NN AI at Adobe Stock
"Carbon claim labels are becoming an important part of sustainability communication in beauty and personal care," says Irena James, sr. business development manager, beauty and personal care, ingredients + specialties at Univar Solutions. "But a label alone is not enough. Consumers want clarity and context. While packaging is often the first place that consumers look for sustainability information, many still don’t actively research how sustainable a beauty brand is. It is essential for brands to provide clear, prominent messaging on packaging that explains what carbon neutrality or reduction truly means."
James adds, "Future carbon labels will likely go beyond stating just 'carbon neutral,' and instead break down where emissions occur in the product lifecycle, how they are reduced, and what actions consumers can take. Visual comparisons and simplified explanations, such as equating emissions to everyday items, will make abstract metrics like kilograms of CO₂ more tangible and relatable. This transparency helps build trust and elevates purchasing decisions."
This shift toward more detailed and transparent carbon labeling reflects a broader trend in sustainability communication. It’s no longer just about meeting standards but empowering consumers with actionable insights. As brands embrace this approach, tools and strategies that simplify complex data become essential for fostering trust and making sustainability a core part of the conversation.
"Beyond raw materials, suppliers can provide tools like the Imp’Act Card," says James, "which helps simplify complex sustainability data into actionable insights on environmental impact, traceability and social responsibility. By leveraging these resources, brands can strengthen transparency, communicate authentic sustainability stories, and build consumer trust through informed marketing and packaging strategies."
From Product Lifecycles to Transparency: Putting Innovation into Action
"Manufacturing practices are optimized for energy efficiency and low-emission processes," says James, "often leveraging cold-processing technologies or using renewable energy during the production step to help reduce energy consumption."Iona at Adobe Stock
"Carbon-conscious formulation represents a growing commitment within the cosmetics industry to minimize environmental impact by reducing the carbon footprint across the entire product lifecycle," says James. "This approach integrates sustainable sourcing of raw materials, prioritizing renewable and low carbon ingredients."
The executive adds, "Manufacturing practices are optimized for energy efficiency and low-emission processes, often leveraging cold-processing technologies or using renewable energy during the production step to help reduce energy consumption. Packaging strategies complement this effort by incorporating recyclable or biodegradable materials and reducing unnecessary bulk."
She continues, "Beyond production, carbon-conscious design also considers transportation and supply chain logistics, favoring local sourcing and lightweight packaging to lower emissions."
Aligning Beauty Innovation with Environmental Responsibility
"Equally important is transparency with consumers," says James, "clearly communicating the types of ingredients used and their environmental impact. As formulators, we have a responsibility to select ingredients that respect biodiversity and sustainability principles."
She notes, "For example, we can propose cold-processing and energy-saving methods to further reduce the ecological footprint. This helps ensure that beauty innovation not only delivers high-performance results, but also aligns with global environmental goals, supporting both skin health and environmental well-being."
4 Steps for Reducing Beauty's Carbon Footprint
"Reducing carbon footprint requires a multi-layered approach that combines operational changes with consumer education," says James, who shares four key steps:
- Material and ingredient choices: Prioritize renewable energy in production and environmentally sourced ingredients to embed sustainability from the start.
- Packaging innovation: Move toward biodegradable, compostable, plastic-free, and recyclable packaging. These claims resonate strongly with younger consumers, especially in trending categories like skin care and hair care, where Gen Z and Gen Alpha are driving demand for environmentally-friendly solutions.
- Simplify sustainability communication: Consumers often find sustainability statistics overwhelming. Put commitments front and center on packaging and make them easy to understand. Use visuals and relatable comparisons to explain carbon impact.
- Technology and partnerships: Leverage advanced solutions like Dow’s Decarbia silicone elastomer technology, which decarbonizes the most carbon-intensive part of silicone production, silicon metal feedstocks. This innovation delivers carbon-neutral silicones verified by PAS 2060, offering equal product performance while helping brands move closer to net-zero targets.
"By combining these strategies, brands can reduce emissions while reinforcing transparency and trust," James concludes.
Navigating the Green Maze: Surprises in Sustainability Marketing
"Sustainability metrics like kilograms of carbon or hectares of rainforest often confuse consumers," says James. "Without context, these numbers can lack meaning."ecuadorplanet at Adobe Stock
According to James, companies are often surprised by the elements that can impact the carbon footprint of products and brands.
"One major surprise is that consumer expectations go beyond simple claims," she explains. "While some consumers associate sustainability with carbon offsetting, others prioritize renewable energy use and ethical sourcing."
James continues, "Another unexpected challenge is the complexity of communication. Sustainability metrics like kilograms of carbon or hectares of rainforest often confuse consumers. Without context, these numbers can lack meaning. Brands are learning that simplifying the message, through clear packaging claims and visual storytelling, is just as important as the technical work behind carbon reduction."
Finally, she concludes, "Many brands are also surprised by the business impact of ESG-related claims. Some products and brands making sustainability commitments have shown stronger cumulative growth over the past five years compared to those without such claims. Younger consumers, in particular, are willing to pay more for environmentally-friendly products and actively seek brands that align with their values. For some brands, sustainability can be a potential market growth driver."
5 Key Takeaways for Beauty R&D and Marketing Leaders
- Clarity is Key: Vague sustainability claims are no longer enough. Consumers and regulators demand clear, transparent communication about your carbon reduction efforts. Go beyond simple "carbon neutral" labels and explain the what, where and how of your emissions strategy directly on your packaging.
- Rethink Formulation & Sourcing: Carbon-conscious formulation is critical. R&D leaders should prioritize ingredients produced with renewable energy, leverage cold-processing methods to save energy, and partner with suppliers who offer decarbonized ingredient technologies, like carbon-neutral silicones, to reduce impact without sacrificing performance.
- Innovate in Packaging: Move toward biodegradable, compostable, plastic-free, and recyclable packaging. These claims strongly resonate with younger consumers (Gen Z and Gen Alpha), who are driving demand for environmentally friendly solutions in key categories like skin care and haircare.
- Simplify Your Message: Sustainability metrics can be confusing. Marketing leaders must translate complex data (like kilograms of CO₂) into simple, relatable comparisons. Use visual aids and clear front-of-pack messaging to make your carbon impact tangible and build consumer trust.
- Sustainability Drives Growth: Don't underestimate the commercial power of ESG claims. Brands with strong sustainability commitments have shown higher cumulative growth over the last five years. Younger consumers are willing to pay more for products that align with their values, turning transparency into a competitive advantage and a significant market growth driver.
