We’re talking about your beauty regime. Switching up your beauty products for a more sustainable approach is a top way to do your bit in saving the planet. We spoke to Teesside entrepreneur Kassi Emadi about her range of guilt-free vegan soaps that are reigniting a forgotten love for soap while also cutting out plastic. They’ve been nominated for a prestigious 2018 Pure Beauty Award for Best New British Brand, as well as making quite the impact on social media on influential beauty bloggers’ Instagrams, all after only launching in August.
Tell us about nuddy?
Our products are pure, vegan-friendly soap bars. We found that the majority of soaps and body washes on the market are not only full of rubbish, but also packaged using plastic materials. nuddy is proud to be 100 percent plastic-free and created using only the best ingredients, right here in the North East. Our soap is created using a shea butter base, making it vegan-friendly. Since launching in August, the response has been amazing – we’ve been shortlisted in the Best New British Beauty Brand category in the Pure Beauty Awards, which I’m incredibly excited about.
How is nuddy reducing their carbon footprint?
We created nuddy because we wanted to start a movement. The nuddy soaps are all sustainably packaged and the packaging is 100 percent recyclable. We want to encourage people to switch to soap when they wash, to reduce the amount of plastic used when getting ‘in the nuddy’. It’s so widely talked about how there’s an excess of water bottles and plastic bags, everyday items that are all just single-use. But what about the other plastic containers people are taking for granted – your shampoo, conditioner and your body wash? We want to try and raise awareness, and heighten conscious consumerism by making people stop and think.
Why do you think it’s important that beauty brands are sustainable?
Because now more than ever, multiple beauty products play a vital part of everyday routine. Brands need to be mindful of where they are sourcing their ingredients, the packaging they’re using and how their products are being made. Every day we read stories about how plastic pollution is affecting the world we live in. This is a very real problem and every single person has a responsibility when it comes to protecting our planet. Small changes to our lifestyle can have a great impact, that’s why people should start with the everyday solutions and use of more sustainable beauty products is just one of those.
Do you think consumers engage more with sustainable products now?
Two words – conscious consumerism. Millennial consumers, particularly, are drawn to environmentally-responsible brands who show that they genuinely care about their carbon footprint and how their products and even production of products can affect the environment. If as a consumer you have the option to purchase a good quality product which is also more sustainable then why would you chose not to? For a long time consumers have stuck to their ‘old favourites’, the brands that they have known forever – but that’s changing. Consumers are putting confidence in fresh, independent brands who are pushing boundaries and standing up for what they believe in. Brands who aren’t just doing things because that’s what has always been done – mission brands, like nuddy.
What do you think the future looks like for beauty brands?
We are in the very early stages of a shift in this particular market. There are big changes to come but this isn’t going to happen overnight. You’ll find small independent brands will be quick and agile when it comes to change, but brands under larger corporate umbrellas will take much longer. We hope that more beauty brands will opt for sustainable packaging – not to boost sales with a ‘sustainability’ angle but because they genuinely want a change for the better. This subject is about so much more than money and sales, it’s about the conservation of our planet – and that’s the truth.
Cut it Out
Here’s our top five alternatives to help kick start your mission to a more sustainable regime
Body washes are not only packed full of artificial colours and chemicals but they also use plastic casing. Cutting down on plastic in the shower is a big step towards sustainability. So we say start with the body wash.
Alternative: nuddy is a range of deliciously scented soaps with sustainability in mind. Not only are they cased in 100 percent plastic-free packaging, but the cardboard boxes they come in have hilarious slogans printed on the front, too. We’d lather up in any of the coconut, pink grapefruit, mango, lime and lemon or peppermint scents. £4.95 nuddy, Five Houses Farm Shop, Yarm
Did you know that round bottles in your shower are less environmentally-friendly than square-shaped ones? Round bottles use way more packaging in transportation than square ones (as square shapes slot together more efficiently). So if you’re looking to shower more sustainably, go for a square bottle.
Alternative: Try Kevin Murphy’s Smooth Again Shampoo and Conditioner range. It’s not only packaged in a square bottle but it’s also brilliant for smoothing thick, dry or damaged hair – ideal for the bleaker months. Smooth Again Shampoo and Conditioner, both £21 Kevin Murphy, Y Salon, Newcastle
MAKE A SWITCH
It’s crazy to think that the make-up washed off our faces can end up damaging our ecosystem. The components of many chemical-based makeup products can’t actually break down and these cosmetics do their most costly damage to the environment after they are washed down our sinks where they’re then recycled into lakes, streams, rivers and public water systems causing long-term toxic effects.
Alternative: Anna Stonehouse has created a mineral-based makeup range for her salon Natural Beauty in Allendale. The range is manufactured using natural, long-lasting ingredients, with products including foundation, blusher, bronzer, highlighter, eyeshadows and lip balms – all made naturally with beeswax and cocoa butter. Makeup made from crushed, sterilised minerals found in nature is quintessentially better for you and the environment than conventional chemical-based makeup, so it gets two thumbs up from us. All products available online or at Natural Beauty, Allendale.
Individual plastic sachets with just a handful of your favourite hair mask inside are, sadly, less likely to be recycled in the UK, meaning they often end up in landfill. Ditch the sachets for your hair and your face too and opt for a pot instead.
Alternative: Created by two friends while on their travels in Bali, the Coco & Eve Like a Virgin collection restores unruly, sun-damaged beach hair back to full health. It’s pretty much a tall drink of water for your locks, with a super-nourishing formula enriched with raw virgin coconuts and figs, both known for their hair-strengthening qualities. Plus, it’s free from parabens, gluten, non-drying sulfates and phthalates and is 100 percent vegan and PETA-approved – so we approve. Like a Virgin Hair Mask, £34.50 Coco & Eve at Debenhams, branches regionwide
We’re not by any means suggesting you go entirely au-natural under your arms, but you can use a more environmentally-friendly deodorant. Roll-on deodorant bottles are often made from two different types of plastic, meaning they must first be separated in a carbon-costly process, while aerosol antiperspirants are heavy on the CO2 emissions. So ditching the deodorant is a healthy move.
Alternative: One of the most health-conscious beauty retailers LUSH is always reliable here. Their shelves are well stocked with plenty of alternatives. Their Aromaco solid deodorant comes in a recyclable wrapper, and their Greeench deodorant powder comes in a small recyclable bottle that doesn’t contribute to any CO2 emissions either. Aromaco solid deodorant, £5.50 LUSH, branches regionwide