SUSTAINABLE BEAUTY

Beauty is eternal, or so it should be.

SUSTAINABLE BEAUTY

BEAUTY BEYOND TRICKS

A reflection between the essence of beauty and the evolution
of the industry searching for it.

“Goodness is the guarantee of the quality of beauty; Beauty illuminates goodness and makes it desirable”.

François Cheng

That’s how François Cheng presented the formula of balance in his thoughts on the relationship between beauty and goodness. Although his texts have nothing to do with the development of the beauty industry as we know it today, his approach essentially covers one of the great doubts that the sector raises or should raise: How can beauty that is not good for our surroundings be beautiful?

Now that the fashion segment seems to have awaken the concerns of brands and consumers to promote a more sustainable industry, the beauty world cannot stay on the sidelines. Although it is true that the sector seemed to be heading towards sustainability a few years ago with the creation of natural brands, the reality is that between “natural beauty brands” and “sustainable beauty brands” there is a giant leap.

The cosmetics and personal care industry is also leaving its mark on our planet. It is time to reconsider beauty beyond the tricks.

This is being done by the sustainable beauty brands or next generation brands – as we like to call them- and this is what DRA.HÖPE’S wants to contribute. – What can we do?… We take pride in our appearance – We love looking after ourselves and feeling we can take on the world. That is why we want the care&beauty industry to last forever.

We work to create and spread the value of the sustainable beauty brands that balance the concepts of beauty and responsibility, accepting three main challenges:

Informing users of sustainable manufacturing processes, where we know a lot of education is needed.

Researching and developing new initiatives in ecological packaging and/or more conscious business formulas.

Generating holistic experiences of sustainable beauty, working so the client’s sustainable consumption experience is not just in the purchase, but in the development of their beauty rituals.

All to promote that these small jars, beyond looking after us, improving our well-being, or enhancing our physical beauty, become a sign of goodness themselves, regarding people, animals and our environment, where we can recognise the true meaning of beauty.