CLEAN BEAUTY: THE NEW TREND FORM THE WORLD OF COSMETICS

The world of cosmetics is changing and with it the consumer’s perception of the products to use for their skin is also changing.

We therefore tend to prefer ingredients that are sustainable, environmentally friendly and vegan.

The advantage brought by clean beauty is certainly in environmental terms, but it also represents a great advantage for cosmetics companies that want to expand towards more sustainable products.

Clean beauty, in fact, offers the possibility for a company to be able to enhance itself in the world of cosmetics from an ethical and environmental point of view, carefully choosing the ingredients to use for its products and taking care of the needs of the final consumer.

LESS IS MORE: THE PILLAR OF CLEAN BEAUTY

Clean beauty sees the concept of sustainable and conscious beauty as its main pillar.

In everyday life we are constantly exposed to different chemical substances, most of which are found in nature, while others derive from human activities and are present in water, food and various everyday products, as well as cosmetics product.

The reduction of ingredients in the formulation, therefore also represents a reduction in exposure to these synthetic materials.

This pushes companies to adopt a new way of looking at the world of make-up and skincare, no longer focusing on complex processes, but adopting the “less is more” line of thought, which involves the entire production, starting from the research of raw materials, moving on to the choice of packaging and arriving at how to convey the message to reach the final consumer so that he is aware of the products he is using.

Which ingredients are on the black list?

So what are the ingredients that have been included in the black list?

In addition to the almost 1.400 substances already banned by the European cosmetic regulation in 2009, Everyday for Future has also decided to avoid the use of other chemical compounds.

Below are all the ingredients that have been removed from our formulas to pursue the clean beauty ideology:

• Mineral oils and derivatives: substances that derive from petroleum refining, non-biodegradable, and used as low-cost hydrating compounds;
• EDTA (Ethylenediaminetetraacetic acid): chelating agents that serve to sequester metal ions, which can negatively influence the stability and appearance of cosmetics. They re suspected of being eye irritants and pollutants because they re not very biodegradable;
• Microplastics: particles composed. of mixtures of polymers and functional additives, solid and insoluble in water, with dimensions less than 5 mm and with a high environmental impact;
• Formaldehyde releasers: substances used, under certain conditions, as preservatives. They are able to release formaldehyde, which is a toxic and carcinogenic substance;
• BHA (beta hydroxyl acid) and BHT (butylated hydroxytoluene): synthetic compounds used for their strong antioxidant power. They are suspected of being carcinogenic and endocrine disruptors;
• Silicones: synthetic polymers insoluble in water. They are used as skin and hair conditioners. The release of these substances into the water is very persistent and bioaccumulating;
• Parabens: molecules used for their antibacterial and anti fungal action. they are suspected of being endocrine disruptors;
• Sulfates, SLS (Sodium Laurel Sulfate), SLES (Sodium Laureate Sulfate): aggressive surfactants, potential irritants for skin and eyes.

The “Everyday for Future” project, as the name suggests, wants to offer anyone the opportunity to be sustainable every day, without having to give up taking care oof themselves. And this is also made possible thanks to the use of ingredients that are natural and environmentally friendly.

EVERYDAY FOR FUTURE PRODUCTS

Everyday for Future mainly offers two product lines: skincare and make-up.

The products presented throughout the skincare and make-up line 100% reflect the key points on which the ideology of Everyday for Future is based: these are natural, vegan, cruelty-free products with sustainable packaging.

Every single product takes shape through a process that combines creativity, natural ingredients and constant research for high quality raw materials, reducing the impact on the environment to a minimum,

The formulas are enriched with active ingredients of natural origin derived from fruits, seeds and flowers with high beneficial properties for our body. The selected active ingredients allow you yo derive all the advantages that derive from the energy and effectiveness of nature.

Our ski also has its ecosystem: it is therefore essential to respect its balance and protect it from the external environment.

THE EVERYDAY FOR FUTURE SKINCARE LINE TAKES CARE OF THE ENVIRONMENT

Everyday for Future offers numerous vegan and sustainable products for skincare lovers, which can be divided into three categories:

• Face: scrub, mask, cream and solid serum
• Eyes: solid eye contour and eye patch
• Lips: lip scrub & balm

In turn, the products are divided according to the main ingredient of which they are composed, thus differentiating themselves into six product lines:

• Super C: citrus fruits are a great ally for our skin, helping to prevent the signs of aging thanks to their antioxidant properties. They are very hydrating and help make the skin glow;
• Berrylicious: blueberries give the right vital boost of nourishment to awaken tired skin. Furthermore, the anti-fatigue and purifying properties of blueberries give elasticity to the skin, making it firmer;
• Yummycado: avocado contains nutritional properties, which penetrate the skin, hydrating and regenerating it. Not only! Furthermore, avocado also has soothing properties and is composed of natural oils that give the skin freshness and vitality;
• Wondermoka: coffee extract presents itself as an excellent lay for awaking the skin, thanks to it’s antioxidant and energizing properties;
• Cococuddle: coconut is a fruit native to the tropical areas of the Indonesian archipelago and has always been considered beneficial for skin soft and velvety. Furthermore, coconut oil is rich in fatty acids and antioxidants, which help nourish and protect our skin;
• Splashymelon: watermelon is the skin-friendly fruit – a hydration booster with replenishing and rehydrating properties.

THE NEW SUSTAINABLE MAKE-UP LINE WITH NATURAL INGREDIENTS

Everyday for Future also offers a new way of experiencing make-up and inventing looks from the simplest to the most complex: all using vegan and natural formulas with allergen-free perfumes and packaging with at least 75% recycled plastic.

Clean beauty make-up

Everyday for Future has decided to create a make-up line that is not only ideal for creating unique looks, but is also respectful of all skin types, guaranteeing benefits all over the face, thanks to the effective active ingredients chosen.

• For the eye area (eyelashes and eyebrows), avocado oil was chosen: an ingredient known for its natural properties and its ability to strengthen the hair, making it grow healthier and fuller. Not only that, for the eyelid and eye contour we chose to use coffee oil, which stimulates cell renewal and helps give the skin a smoother appearance.
• For the lips we instead opted for coconut. Coconut oil, in fact, is rich in fatty acids and antioxidants that help nourish, hydrate and protect the delicate skin of the lips.
• For the face we chose two ingredients on which to base the make-up line: blueberry and citrus fruits. The blueberry extract, in fact, gives a natural color, as well as a fresh and pleasant aroma. Citrus fruits, on the other hand, act to illuminate and refresh the skin, offering it a natural and radiant complexion.

HOW IS EVERYDAY FOR FUTURE LINKED TO THE CONCEPT OF CLEAN BEAUTY?

Everyday for Future combines care for one’s body with respect for nature and its main objective is to take care of the planet day after day for a better future.

The Everyday for Future formulas are based on the Clean Beauty pillar “Less is more” by including only a few ingredients necessary for the creation of the basic formula, to which the characterizing active ingredients are added, and contain at least 99% vegan, organic and, above all, not of animal origin.

VEGAN PRODUCTS

Our products are Vegan OK and PETA certified, which are the most widespread European quality certification bodies for vegan products. The purpose of this certification is to spread a culture of respect for life and the environment for all the people who populate our planet, so that these values can become common heritage.

CRUELTY-FREE PRODUCTS

Everyday for Future not only takes care of the planet, but also of the animals that populate it.

In March 2009, law no. 1223/2009 was issued for which all tests on animals for cosmetic purposes have been prohibited, however excluding some long-term toxicity studies for raw materials. Only since March 2013 have all exceptions ended. Today, in fact, in Europe it is no longer possible to sell any cosmetic product that contains ingredients tested on animals in its formula.

All our products, therefore, are cruelty-free.

What other objectives does Everyday for Future pursue to carry forward the Clean Beauty ideology?

The commitment to the planet is also reflected in the search for packs that are always sustainable, easy to recycle or made from recycled plastic.

We prefer solutions that have as little impact on the environment as possible, reducing plastic by almost 70% compared to what would be used for a common tube or bottle. This is the case of our facial skincare line bags created in plastic and aluminium (LCDPE90), easily disposed in plastic in all their components. In this case, the production of new plastic is reduced as one sachet contains 40ml of product (full-size format) in a sustainable pack with plastic reduced by up to 70%.

In other cases we usa PCR (Post-Consumer Recycled Material) or FSC (Forest Stewardship Council) recycled paper packaging, which is an international certification that indicates products derived from forests managed responsibly according to precise environmental standards.

Furthermore, there is a QR code on our packs which helps the consumer understand where they can recycle the pack in the best way.

For the formulation of our products we rely on the many years of experience of one of the leaders in the production of natural products, which offers us support throughout the entire creation process.

Together with the laboratory we give life to our ideas, also referring to the advice provided to us thanks to decades of experience in the world of natural cosmetics.

One of our goals is also to create products that are accessible to everyone. This is made possible by the fact that our products, despite meeting all the requirements, are not certified by the major European bodies. In fact, their certification would be too expensive in economic terms and this would not allow us to reach all consumers. For this reason we have the possibility of offering certified products at a price that does not exceed 20€.

Furthermore, to guarantee transparency on the ingredient list of our products, we have decided to make it easier to read the INCI (International Nomenclature of Cosmetic Ingredients), adding the common name of the ingredient and indicating natural ingredients from organic ones with different colors.