When it comes to eco-beauty we’ve come a long way from ditching the face wipes and scrapping cotton buds. We’re starting to see sustainability as so much more than just a packaging issue and instead, we’re looking at the bigger picture. Yep, we’re entering the age of zero-mile beauty. It’s a trend that taps into the wider conversation about the future of our planet and the nature that lives here. 

“The zero-mile brand story is attracting the sophisticated eco-consumer, who understands that sustainability doesn’t end at packaging, but encompasses the entire production process, from growing the ingredients to harvesting, manufacture, and transportation of the final product,” says Lisa Payne, head of beauty at trends intelligence agency Stylus.

“Zero-mile means zero-guilt for these savvy beauty buyers, but it also means superior quality and a deeper engagement with nature and the land – a big trend we have forecasted for the year ahead,” she adds. 

Taking inspiration from food and fashion, brands across the beauty industry are beginning to make a sustainable standpoint from start to finish – or farm to face as some brands like to call it. Much like the restaurants that grow their own produce or fashion brands that make their own materials, the zero-mile concept is all about bringing every step of the supply chain as local as is physically possible. For beauty brands, this is all about growing, formulating, manufacturing and packaging all in one place.

Of course, there are some limitations to this. Due to climate and weather, it isn’t always possible for brands to grow everything in one location. For conscious businesses, this means sourcing from partners that align with their values and green credentials.  

First and foremost, it’s energy-efficient. Doing everything in one place cuts down on transportation costs: brands don’t need to fly palettes of ingredients or products around the world using planet-damaging planes or lorries.

Secondly, it gives them a huge amount of control. When a brand brings its supply chain into one place, it can easily ensure the highest sustainability credentials are being met at every stage.

“By sourcing locally, we are able to be involved from the beginning to the end. We can ensure that the ingredients we use are harvested safely, without damaging local wildlife, while also ensuring we are not exasperating our sources,” Jess Gregory, head of biodesign at Haeckels, explained. The Margate-based brand harvest seaweed directly from the local beach and manufacture their products close by.  

Beyond this, circular production of this kind is better across the board as well. “This method focuses on nature and slows down the pace of conventional agricultural production. It stops impoverishment and pollution and better preserves the land we have inherited,” explains Lorenzo Capecchi, agronomist at hair brand Oway. The Italian brand uses organic, biodynamically grown ingredients from plants and shrubs grown on its Ortofficina site in Bologna.

Working with nature and not against it benefits both ways. “It gives us a deeper connection with the immediate environment as we are able to understand seasonality and local species. This can help drive us towards designing the most sustainable products we can,” Gregory adds.  

The advantages of shopping from zero-mile brands go further than just doing your bit for the planet: the products are likely to be of better quality, too. Maximising local ingredients and bottling products at the source makes for fresher, more potent ingredients which in turn improve the results you’re likely to see to your skin or hair. 

“Natural processes give us back richer, more concentrated ingredients, harvested at the right time and at their peak,” points out Capecchi.  

Main image: Getty