David Jones: Beauty, unwrapped


David Jones: Beauty, unwrapped

This article, written by Elle McClure, features in the spring edition of JONES magazine by David Jones. Shop the issue and view the full magazine here.

Multi-step skincare routines may have been de rigueur of late but beauty lovers are increasingly seeking a less-is-more approach to help curb their endless consumption, with simplified routines and more conscious purchasing – especially around packaging.

No, sustainability isn’t a new buzzword in beauty, but it has transformed into a mindful and sweeping overhaul of the way brands do business. As more companies seek out innovative ways to minimise the impact they have on the world, sustainable practices are quickly becoming the norm. Even high-end skin care is in the game.“Luxury beauty has traditionally focused on high quality ingredients, cutting edge technology and results powered by science in its messaging (but successful brands) demonstrate an authentic commitment to post-consumer recycled packaging and transparency with their ingredients,” says Sarah Perkins, general brand manager of La Mer (they’re working towards making 75 to 100 per cent of their product packaging recyclable, refillable, reusable, recycled or recoverable by the end of 2025). It’s no surprise everyone wants a piece of the action – the global natural cosmetics market is expected to reach a value of $67.3 billion by 2025. Given the plethora of products on the market, though, it can be tough to know where to start.

Grown Alchemist founder Jeremy Muijs believes the pursuit of a green beauty cabinet should be about avoiding certain ingredients as well as searching for more eco-friendly alternatives. “Our body isn’t designed to easily recognise ingredients such as silicones, petrols and fertilisers (to name just a few), which are commonly found in the beauty industry.” And unlike the food industry, there are no legal standards around what can and can’t be labelled organic in the beauty industry. But getting started doesn’t have to be hard, especially with the incredible selection on offer these days. Simply take the time to identify what issues you care about most, and remember to always read the ingredients list.”

Raising the Bar

Often the best solutions are also the simplest. Take the humble soap bar; whittle down your skincare routine and tackle plastic waste in one lathery stroke.

Best for your toiletry bag
Christophe Robin Hydrating Shampoo Bar, $28, which is the perfect 2-in-1 travel soap (if only you were heading to Italy this year).

Best for never letting you down
Dr Bronner’s Pure-Castile Bar Soap in Almond, $9.85, which has so many uses you’ll feel unimaginative just using it under your armpits.

Best for self-care in a hurry
Theseeke Pink Clay Cleanse Bar, $24, which is the nourishing and detoxifying cure to your Sunday Scaries.

Love it, never leave it

A 2018 report by Zero Waste Week found that the beauty industry produces a mega 142 billion pieces of packaging each year, and there’s no telling how much of that actually gets recycled. A leading solution? The move towards Earth-friendly packaging – and getting amongst it is easy. New to David Jones, Skandinavisk uses recyclable aluminium and bioplastic packaging made from sustainably farmed sugarcane in lieu of conventional plastics. Clever and chic.

Image: Madison Stevenson

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