Biodiversity is the next frontier for sustainable beauty:
While Fresh isn't the only brand the UEBT works with — it also counts Givenchy Parfums, Christian Dior Parfums and Natura Brazil among its members — it's one of the first to take major action within the realm of biodiversity and speak about it so publicly. Until recently, most communication from beauty brands around sustainability has focused on things like packaging and recycling.
"Many beauty brands work to use 'sustainable' packaging and materials, but don't focus as heavily on working to ensure that the communities where their ingredients come from are being maintained and preserved in a way that promotes biodiversity," Tennille Kopiasz, Fresh's global chief marketing officer, tells Fashionista.
"We feel very proud to have been the first LVMH brand to become a member of UEBT and to bring them to the group. We hope our work with UEBT inspires many beauty brands to commit to rethink their practices and join us in creating a more sustainable future," notes Kopiasz.
"Industry-wide, we're all seeing customers that are better informed about sustainability practices and expect transparency from the brands they support. That expectation will only continue to grow in the future," notes Kopiasz.
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