As the beauty industry continues to grow at a staggering rate, new ideas, trends and innovations are born. It is widely known that the Nordic consumer prefer things clean and simple – inside and out, which is reflected in the products they buy. 

Beauty brands in Scandinavia have always been ahead of the curve in terms of natural and sustainable products, and the beauty world has finally caught on to Scandinavia’s minimalist ‘healthy beauty’ approach.  

Scandinavian brands were some of the first to celebrate simplicity within their products. Instead of a myriad of synthetic materials in one bottle, they focused on what was important and only included a few effective natural ingredients that would make a real difference to the consumer’s skin care routine.You may have already heard of the term ‘clean beauty’ being used. According to Scandinavian Mind , ‘clean stands for science, safety and sustainability.’  Sustainability plays a big part in a product being ‘clean’ however, the focus of clean beauty predominately refers to natural and organic ingredients, whereas sustainable beauty covers a lot more ground.

Through our own research we have found four main areas where beauty brands are trailblazing sustainability: packaging, ingredients, people and sourcing. We have explored these four pillars of sustainability below as a guide for brands, buyers and Scandinavian beauty enthusiasts to explore at the Natural Beauty show in October.

Where do ingredients fit into sustainability? 

Scandinavian ingredients are known for their resilience and benefits for the skin. Companies with a sustainable mission take their ingredients to the next level by sourcing sustainably – choosing organic formations that are authentically natural. An ingredient frequently found in beauty products is water, around 70 – 90% water in some cases. Sustainable brands are taking steps to reduce or remove water from their ingredients list completely.  

Certifications and symbols are a good way to determine whether a brand are complying to these rules. One main one is the  Natrue certification. NATRUE is not just about naturalness or organic standards, it is also an assurance for the consumer that a product or ingredient is green in other ways: responsibly and sustainably sourced, free from genetically-modified ingredients, paraffin oils or petroleum-derived ingredients and silicone oils, and cruelty free.  

Other symbols and certifications to spot on sustainable beauty products are:  

  • PETA approved (against animal testing)  
  • Palm Oil Free  
  • Vegetarian approved  
  • Vegan approved  
  • Soil Association (UK) 
  • COSMOS | Natural and Organic Certification For Cosmetics (cosmos-standard.org)
  • ECOCERT

Why is sustainable packaging so important? 

We’ve noticed a lot of inspiring packaging over the years at Natural Beauty & Health Show, as more sustainable brands are pushing the boundaries with their choice of zero waste, recyclable, or biodegradable packages. A staggering 79% of all plastic made by humans ends up in landfill, which makes packaging such an important part of the sustainability narrative. Consumers appreciate practicality in Scandinavian countries as well as looking sleek and simple, and sustainable packing is very Scandinavian due to the use of natural materials. 

Some companies are taking a greener packaging approach, so look for the following:

  • Biodegradable  
  • Zero waste
  • Reusable/ Refillable
  • Plastic free  
  • Recyclable   
  • Recycled  
  • The use of upcycled materials  
  • Reusing waste materials

Make sure to look for the ethics! 

Sustainability also refers to a company’s ethics. In this case, brands have a responsibility to give back to society and support positive change within their communities. You may have heard of ‘rainbow washing’, similar to greenwashing that promises pride and support of LGBTQIA+, but looking closer, some brands have just slapped a rainbow on their logo and called it a day. A responsible and sustainable brand aims to implement real change for people and the planet.   

Brands may look at the following when considering their brand ethics:  

  • Living wage for suppliers   
  • Gender Pay Gap  
  • Supporting LGBTQIA+   
  • Fair tax   
  • Diversity & inclusivity

Why is transparency and sustainable sourcing important?  

Sustainable sourcing goes beyond the legal requirements which companies must abide by. For a start, look for businesses who are aware of the conditions of its workers along their entire supply chain, and look for the ones who advocate transparency and openness in their communications.  Another huge way for brands to be more sustainable in their sourcing is if they participate in  regenerating biodiversity projects – helping to preserve the eco system instead of just taking away from it.   

More third-party verifications to look out for here are: 

  • B Corp
  • Cradle to Cradle
  • UEBT  
  • Biodiversity Projects    
  • Carbon footprint reports   
  • Regenerative farming practices  

A visit to the Natural Beauty Show at Natural Beauty & Health Show is the perfect place to find the best sustainable beauty brands on the market. A few brands confirmed so far include: Hipi Faible, Green Etiq DK, Reused/Remade, 3Iceland, Laboratoire Haut Gala, 4 Starlings, Sweden Eco, Jimmy Boyd, Styx and many more.   

Book your free trade ticket to Natural Beauty & Health Show. Please note, this is a trade only event and will need proof of trade status to visit. 


There are still a few stands available for natural beauty brands interested in exhibiting at the show. If you’d like to meet thousands of retailers, distributors and beauty professionals, then get in touch with Anna today!

Anna Knight