Amidst growing interest in eco-friendliness, the beauty industry is also seeing a shift in trends. The focus on 'clean beauty' using beneficial ingredients for oneself, 'vegan beauty' not using animal-derived ingredients, and 'earth beauty' considering the environment and the planet beyond humans and animals, is being recognized as a new beauty trend.

With the increasing consumer interest in practicing eco-friendliness, there's a natural expansion towards 'earth beauty'. The beauty industry is continuing its efforts in environmental cleaning activities and launching eco-friendly packaged products to meet this demand.

Earth Beauty Trend for Earth and Me | 1 — [Photo Provided by ATHE]

LF's lifestyle company and vegan beauty brand ATHE has taken the lead in environmental protection by developing the animal-test-free and plastic-free multi-balm 'GreenGreenBalm'. 'GreenGreenBalm' embodies two meanings: 'Green' representing the earth, and 'Drawing Green' implying the action of drawing. Notably, it surpasses the plastic packaging limitation of traditional cosmetics by being made from 100% biodegradable paper, allowing consumers to participate in environmental protection through their purchase.

Earth Beauty Trend for Earth and Me | 2 — [Photo Provided by BEYOND]

LG Household & Health Care's BEYOND has introduced a new product, 'Angel Aqua Cream 2 Types Loveus Edition', utilizing eco-friendly containers made from pyrolysis oil of waste plastic. This edition not only employs eco-friendly containers but also a vegan formula with full plant extracts, embodying 'clean beauty' that protects both skin and the earth. Pyrolysis oil from waste plastic, known for its greenhouse gas reduction effects, is reused as a material instead of being incinerated. The industry's effort to creatively recycle used cosmetic bottles continues.

AmorePacific last year signed a business agreement with Hyundai Construction to actively utilize recycled plastic cosmetic bottle materials. Through this agreement, both companies plan to produce construction terrazzo tiles by mixing crushed plastic cosmetic bottles with ultra-high-performance concrete (UHPC) for use in residential complexes.

Earth Beauty Trend for Earth and Me | 3 — [Photo Provided by Olive International Milk Touch]

Olive International's beauty brand Milk Touch is actively engaged in various environmental cleansing activities that coexist with the earth. At the end of April, they held a 'Let's Protect the Earth Together!' plogging campaign at Banpo Han River Park to raise awareness about environmental pollution. Plogging is an activity that can protect both health and the environment, and Milk Touch organized this event to practice earth love with consumers. They also garnered great response through a unique event providing limited plogging kits for free.

In addition, last March, they launched the 'GreenTouch Project', a campaign for recycling cosmetic bottles, among various eco-friendly activities that can be practiced in daily life.