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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Deepanjana Varshney
City University Ajman, United Arab Emirates
Deepanjana Varshney is a Senior Professor –Business and has academic experience in India and overseas universities. She has published her research in Scopus and ABDC-listed journals. Dr Varshney has been extensively involved in research publications focusing on Minority...
Yousr Ahmed Mohamed Ahmed
City University Ajman, United Arab Emirates
Yousr Ahmed Mohamed Ahmed is a Sudanese employee of Lush residing in the United Arab Emirates (UAE) and a management student at City University Ajman, UAE. She has been working at Lush Cosmetics for the past three years. Ms Ahmed deeply understands how a company can...
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