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The shift of the consumer focus to organic, pure and preferably sustainable-oriented beauty products has been a massive trend in recent years. Organic cosmetic products are certified, offer benefits through natural means and have little or no side effects. Consumers in recent years are more entitled and aware of natural products and sustainable, ethical procedures from buying the raw resources, making, packaging and eventually disposal of the products post-usage. Circular beauty is also embedded in the sustainable goals of such organizations as Lush. Circular beauty comes under the umbrella of the circular economy. It implies that products follow a series of lifecycle stages in a loop, as reflected by the transformative phases of the ingredients of Lush. Lush encompasses sustainable procurement, wildlife protection (particularly endangered flora and fauna), and minimal packaging to align with the sustainable goals that enhance reputation and goodwill.

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