The beauty industry is evolving, one that is founded on sustainability and ethical sourcing. Today’s consumers are as conscious as ever of the social and environmental price of their shopping, and it’s time for brands to get on board. 

Over the past few years, there has been a significant boost in demand for sustainable beauty products. Customers no longer settle for shallow promises, they are demanding clarity, traceability, and visible action in accordance with their principles. Sustainable beauty extends beyond eco-friendly packaging; it includes ethically sourcing raw materials, fair trade practices, and reducing carbon footprints in each production step.

The hair industry, particularly the business of human hair extensions, has been criticized for unethical hair sourcing. Most companies operate in grey markets, with the origin of hair not known.

An ecological lifestyle is not merely in production; each function of the manufacturing process should have it. Conventional processing of hair extensions consumes disproportionate volumes of chemicals, chemical coating, and plastic-based packaging, which result in a collapse of the ecosystem.

Sustainability is also human. Ethical sourcing is ensuring that the individuals who are involved in the supply chain—whether they are hair donors, artisans, or factory workers—are well treated and well paid. In rural villages, women who collect and process hair are often underpaid and overworked.

Beauty sustainability cannot be the preserve of only companies; it needs to be a collective effort by governments, consumers, and brands. Supply chain transparency, policy influence, and green innovations can bring about change.

As business leaders, we have an obligation to remind consumers of what the outcome of their actions would be and make them choose ways that benefit sustainability-focused brands. Collectively, we can redefine the term beauty from looking good to doing good as well.