A big move to boost green consumerism in skincare

Sustainable Leaders | North America

By Laura Butula, Kingfisher Writer

Published January 15th, 2022

Hyram Yarbro, known as YouTube’s skincare guru, has launched his product line that focuses particularly on sustainability and social change. Through planet-saving partnerships and standards, Hyram’s brand paves the way for a sustainable skincare industry.

Some of you may recognize the name Hyram Yarbro, who has gained a following of 4.59 million supporters (as of January 12th 2022) on YouTube for his digital content and knowledgeable guidance regarding skincare. Hyram has been appointed the title of ‘The Gen-Z-whisperer’ by The New York Times, boosting his credibility among various audiences.

For many, a quick click on the subscription button is imminent once the unique nature of Hyram’s character and ideology is recognized. So, what makes Hyram stand out from other skincare gurus on online platforms and social media?

Many skincare aficionados prefer vegan and naturally-derived products. | Agronauti Cosmetics / Flickr

Hyram has a major leading quality that projects distinctiveness: he strives to produce valuable and non-irritating skincare products with earth-conscious ingredients. This philosophy has been integrated into Hyram’s new skincare line, Selfless by Hyram, which is a collaboration with the renowned skincare brand The Inkey List.

After years of discussing the importance of sustainability and ‘clean beauty’ in the cosmetics industry, Hyram finally has the chance to showcase his knowledge through his line of cleansers, serums, moisturisers and sunscreens. Each of these products is packed with state-of-the-art and sustainably sourced constituents that align with the Selfless Standard, the brand’s commitment to minimise its impact on the environment and inspire positive social change.

The Selfless Standard focuses on three key objectives, namely (i) transparent and sustainable sourcing of ingredients, (ii) effecting and promoting climate consciousness, and (iii) reducing packaging impact. By achieving these ambitions, the brand encourages green consumerism.

‘Hyram has a major leading quality that projects distinctiveness: he strives to produce valuable and non-irritating skincare products with earth-conscious ingredients.’

In terms of ingredient harvesting and producing, the Selfless Standard ensures that none of the collected natural ingredients (e.g. algae) are endangered. Additionally, safe cultivation and biotechnology techniques are used to decrease the quantity of water, energy and land needed. The highest level of the brand’s sustainability criteria notes that both naturally derived and synthetic constituents should be carbon neutral or negative.

A climate-aware business should aim to reduce its emissions through continual monitoring of carbon emissions; tracking of emissions can ultimately lead to a revaluation of carbon reduction targets and help the brand grow ‘greener’. In fact, Selfless by Hyram guarantees that it will invest in carbon dioxide-removing programs every half a year to counterbalance their carbon footprint.

In addition to this, Hyram’s brand also uses carbon-neutral and recyclable materials to ensure optimal, sustainable product packaging. For example, all tubes of skincare products are made from one material and are wholly reclaimable, including the lid! The size of individual products has also been meticulously deliberated to ensure that tubes are within the standard ‘recyclable’ size range.

The Bolivian Amazon. | Jasper Nance / Flickr

To play its part in the safeguarding of the Bolivian Amazon, Selfless by Hyram has partnered with Rainforest Trust to save two million acres of the Bajo Paraguá rainforest from illegal logging and forest fires. As of November 30th 2021, customers of Hyram’s products have helped save 208,842 acres of the rainforest, storing 32,279,404 tonnes of carbon dioxide.

Similarly, Selfless by Hyram has united with Thirst Project to build water wells in the Kingdom of Eswatini. So far, donations via product purchases have helped build 12 water wells that have the potential to deliver drinkable water to 6,753 people for the next 50 years.

Altogether, guarding rainforests and ensuring access to potable water means that Hyram, his team, and his customers all support the United Nations Sustainable Development Goals 6 (Clean Water and Sanitation), 13 (Climate Action), and 15 (Life on Land).

Just like Selfless by Hyram, other beauty and skincare brands are increasingly focusing their attention on creating eco-friendly products that benefit the environment and magnetise customers. It is now typical to see numerous commodities that are labelled ‘green’, ‘recyclable’, ‘biodegradable’, or ‘compostable’.

‘In fact, it is now typical to see numerous commodities that are labelled green, recyclable, biodegradable or compostable.’

This shift towards sustainability began during the COP21 discussions, where major stakeholders of the cosmetics trade (e.g. L’Oréal) pledged to reduce carbon emissions associated with manufacturing and transportation while increasing the number of organic elements in their products. The all-inclusive goal here is to make cosmetics products safer for both customers and the planet.

Based on the environmental principles promoted by Hyram and his brand, it is important to ask whether all clean beauty and cosmetic products must abide by fundamental sustainability principles, or if there is room for scope. In other words, what are customers looking for within the highly saturated world of cosmetics?

There are several core strategies that elucidate the above-mentioned questions. One study concluded that consumption of skincare products increases through green advertisements, green brand image, and perceived effectiveness.

Moreover, other research demonstrates that skincare packaging affects purchasing decisions of millennials, with environmentally friendly and sustainable packaging leading the way to the cashier by building brand image and consumer trust. Specifically, there is a rising trend for replacing harmful plastics with recyclable packaging materials.

Recyclable skincare products will dramatically reduce waste associated with the industry. | Radowan Nakif Rehan / Unsplash

Importantly, another study argues that the skincare industry must cultivate fresh and pioneering companies that concentrate on customer education, ingredient transparency and customer safety. Perhaps the success of Selfless by Hyram lies in the fact that the brand follows these three aspects.

With all this in mind, companies should verify that product purchases result in quantifiable environmental and health benefits. For example, to demonstrate a favourable impact by the brand, Selfless by Hyram posts regularly updated infographics on their website.

Undeniably, it is essential to signify the understanding of and response to green consumerism, because it really can have an impressive effect if carried out correctly. Fittingly, one study concluded that a major barrier to the purchasing of eco-friendly products is the lack of customer comprehension and knowledge regarding green labels and terms.

‘The skincare industry still has plenty of room for growth regarding sustainable and innovative products.’

To overcome this hurdle, perhaps other cosmetics brands looking to go green should emulate the benchmarks set by Selfless by Hyram. The skincare industry still has plenty of room for growth regarding sustainable and innovative products, with technological advancements likely to fuel this green business revolution.

There’s no doubt that Hyram has selflessly steered the skincare community in the right direction—one that makes those involved feel good by doing good. After all, skincare junkies advocate that those beauty routines are made for both internal and external fulfilment. So why not save your skin while you save the planet?

Featured Image: Marco Verch Professional | Flickr

Bara A., Cruz N., and Mendoza C. (2021) Sustainable Packaging Design Elements: The Analysis of Skincare Packaging on Consumer Purchase Decisions of Millennials. Journal of Business and Management Studies. Volume 3, issue 2, pages 249-255.

Cervellon M. and Carey L. (2011) Consumers' perceptions of 'green': Why and how consumers use eco-fashion and green beauty products. Critical Studies in Fashion & Beauty. Volume 2, issue 1, pages 117-138.

Lavuri R., Chiappetta Jabbour C., et al. (2022) Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development. Journal of Environmental Management. Volume 301, page 113899.

Maupin M. (2018) The Societal and Environmental Impacts of the Skincare Industry: a Case for Innovation. Doctoral dissertation, Massachusetts Institute of Technology. Available at: https://dspace.mit.edu/handle/1721.1/118539 [Accessed January 14th, 2022]

Strugatz R. (2022) ‘The Content Creator Who Can Make or Break a Skin Care Brand.’ New York Times. Available at: https://www.nytimes.com/2020/09/08/style/Gen-Z-the-content-creator-who-can-make-or-break-your-skin-care-brand.html [Accessed January 11th, 2022]

Selfless by Hyram (2022) ‘About Us’. Available at: https://eu.selflessbyhyram.com/pages/about-us [Accessed January 14th, 2022]

United Nations (2022) ‘The 17 Goals’. Available at: https://sdgs.un.org/goals [Accessed January 14th, 2022]

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