Canada-based beauty brand Elate Beauty doesn’t seem to run out of sustainable ideas, letting their values permeate every element of the company. Founded by Melodie Reynolds in 2014, the brand has its foundation in reducing waste – a problem many beauty brands are criticised for. With the plastic problem growing increasingly desperate, Elate Beauty’s approach is the gold standard in sustainable consumption.
While many beauty brands are only just taking first steps towards sustainability, Elate Beauty is inextricable from it, which is most obvious in their packaging. With water-treated bamboo palettes, recyclable glass jars, infinitely recyclable aluminium pans, and seed paper envelopes (which you can plant, water, and grow wildflowers from!), every Elate purchase is guilt-free. Even when some of their products don’t turn out quite right in manufacturing, which happens to every brand from time to time, nothing is thrown away – consumers can purchase these quality products (in defective containers) at a discount through their Perfectly Imperfect Program.
Beyond their packaging, Elate Beauty remains eco-conscious: their ingredients are all 100% vegan, cruelty-free, gluten free, and around 75% organic. When an ingredient is not organic, it’s because they favour fair trade over organic materials – this means that their supply chains are all ethical, with workers’ rights not falling to wayside in favour of sustainable certification. This makes Elate Beauty sustainable and ethical, with the brand also donating at least 2% of sales to charitable causes each year. These organisations span both ethical and sustainable causes, demonstrating the brand’s commitment to both.
To me, sustainability is all about responsibility. We have a responsibility to ourselves and future generations to ensure that we do not deplete the world of resources.
Elate Beauty really is the whole package for us at Casper Magazine. They’ve considered so many elements in their operation and continue to improve on their sustainable and ethical commitments, proving that brands can – and should – get serious about their own values.
If you liked this article, check out our feature on Australian sustainable beauty brand Dermalist.
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