How to be an eco-friendly MUA?

Being environmentally-conscious is no longer a choice for a beauty professional - it is a career defining decision. With consumers getting more aware about sustainability in make-up, it is a wise move for MUAs to follow eco-friendly practices and curate a sustainable make-up kit.

Sustainability is slowly yet steadily becoming an indispensable part of India’s beauty industry. The onus of change and responsible decisionmaking lies on the shoulders of the professionals who are at the helm of beauty trends. As they influence end consumers and also educate them on the use of beauty products, it is crucial for our beauty brigade to be actively involved.

The Benchmarking Company had surveyed beauty consumers about sustainability and packaging choices in 2019. Back then, 58 per cent of consumers surveyed said that electing to make cleaner or sustainable choices was somewhat important for the consumers, but the commitment to buying green and sustainable products wasn’t paramount. In 2022, 2000 women consumers in the USA were again surveyed and 64 per cent of them said that sustainability is very important when considering the purchase of a beauty product.

“Twenty percent look for sustainable packaging, 25 per cent look for sustainable ingredients and 38 per cent search for formulas that are clean/free of harmful chemicals. When asked what sustainability means in relation to beauty products, most consumers refer to products that are made with ingredients that are renewable/replantable/sustainable,” the report said.

This trend has had a trickle-down effect in the Indian market, thanks to social media. Today, we can see many Indian make-up brands vying for their share of the sustainability pie. Technology and formulations are getting up to speed and labels that say ‘sustainably sourced’ or ‘sustainable packaging’ are on the checklist of every brand. It is important to note that sustainability is today an important parameter and differentiator that gives brands a competitive edge. Naturally, MUAs also get to bank upon this upper-hand and carve a niche for themselves as eco-friendly or vegan artists.

Here’s three ways in which you can become an eco-friendly make-up artist:

1. Make recycling a habit: There is a lot that you can do with the primary packaging of beauty products. Recycle empty containers and talk about it on social media. Make your discarded brushes and bottles work in another capacity and avoid landfills.

2. Know the source: Understand how ingredients used in the make-up products have been sourced. Educate yourself about the different labels used by brands and get to know the difference between terms like sustainably sourced, naturally derived and vegan.

3. Eco-friendly alternatives: Look for eco-friendly alternatives to make-up wipes, disposable capes and mascara wands, without compromising on your hygiene standards.

Meenakshi Dutt, Celebrity Make-up Artist and Owner, Meenakshi Dutt Makeovers, shares her ideas on sustainable make-up kits and environment consciousness in beauty professionals with Priyanka Parshurami.

Meenakshi Dutt is a name to reckon with in the Indian make-up and beauty industry. Having worked with ad agencies, photographers and celebrity make-up artists at the beginning of her career, today, after 27 years she is at the head of two successful make-up studios/academies - Meenakshi Dutt Makeovers.

A social media sensation, Dutt has inspired many women to pursue a career in make-up artistry. As an educator, she has always made it her priority to share her knowledge with her students, especially about designing make-up looks for their clients, considering the occasion and the different climate and light conditions.

We get Dutt to share tips on curating an eco-friendly make-up kit…

THINK GREEN

“There has been a long history of harmful products being used in beauty products and these have increasingly become worse for the environment. In recent times, we have become acquainted with eco-friendly make-up brands. This change has taken place due to the end-consumer’s transformed approach towards a cleaner environment. These consumers are potential customers for an MUA and since they may be comfortable with certain products/ brands, we as artists must cater to this need.”

IN LONG RUN

“Firstly, a conscious approach limits daily wastage. Secondly, these potential customers may appreciate artists who are environmentally clean, regardless of the variety of options available in the market. The progress in India is slower whereas in Europe there is a high demand for ‘sustainable’ artists. But we should be starting sooner than later!”

ECO-FRIENDLY MAKE-UP KIT

“In the details of doing makeup, an artist ends up wasting a lot of tissues and single-use plastic tools. Being mindful and limiting use of such products can make a small yet powerful impact. Even if we do not have the means to make larger changes to our kits just yet.

A large number of sustainable products are available with mainstream make-up brands. Artists should not find it hard to switch to sustainable beauty brands that are high quality while maintaining an eco-friendly approach to the production of their products.

When it comes to packaging, we still have a long way to go as plastic is not easy to replace yet there could be better recycling options within the brands.

Curating a sustainable make-up kit allows you to align your beauty routine with your values, promoting a healthier planet, supporting ethical practices and creating positive change within the beauty industry. It’s a meaningful step towards a more sustainable and conscious lifestyle.”pBhJ