Sustainability in K-beauty? How?
Sustainability might not be the first term we associate with skincare. And sustainability in K-beauty? Even less. Many self-proclaimed “skincare junkies” or “skinthusiasts,” including myself, often have more skincare on our bathroom shelves than we actually need. With news of climate change and plastic-filled oceans filling our daily news feeds, we’re facing a dilemma:
Can I keep my skincare hobby and still be an environmentally responsible consumer?
The good news is that yes – you can! (You can also read our previous blog post on how to make your day-to-day skincare choices more sustainable here).
But what about sustainability in K-beauty, a market filled with lavish packaging and new products being launched constantly? Can I enjoy K-beauty products and still be a conscious consumer? Yes, with the recent changes in the Korean beauty market you can – when shopping consciously with brands just like Aromatica.
The first thing you see when entering the House of Aromatica: a version of the brands motto!What is Aromatica, and what makes them so special?
Aromatica is a Korean vegan beauty brand that is starting to prioritize sustainability. The brand has gotten a lot of attention recently due to increased interest in sustainability and vegan skincare.
Their brand motto is: “Save the skin, Save the planet.” This reflects in their products that make use of organic ingredients and fully recyclable packaging.
As an avid user of Aromatica shampoos, I was intrigued to find out that the brand opened up their very own concept store not far from my work in central Seoul. So of course I had to go investigate what it was all about!
Turns out I haven’t been the conscious consumer I thought I was…
One of the first things that really struck me was when I saw the disassembling recycle station in the shop. Seeing it made me realize how I’ve been recycling the pumps from my various shampoo bottles and cleansers wrong for years!
As you can see in the photo below, the plastic pumps we often see in skincare containers are a lot more than just one piece of plastic. When you disassemble it, you get various types of plastic, metal and even glass! I learned from the staff that throwing away the whole pump into the “plastic” recycling bin only leads to that part being burnt or tossed in a landfill since it cant be recycled.
Who would’ve thought a single pump could be this complicated?
(And to think that I’ve given myself a pat on the back thinking that I was such an environmentally conscious consumer every time I’ve recycled my skincare containers without knowing this!)
Refills? Now for skincare too!
Another interesting feature in the shop was the refill station. Here, you can bring your own container and fill it with your product of choice. Everything from cleansing oils, toners, cica gels, and shampoos were available in big tubs.
The refill station: here you can refill not only shampoos and body washes, but toners and moisturizers too!This felt like such a welcoming concept to the sometimes all too aesthetic-focused Korean beauty market. It really raised the question – as long as the product does what it’s supposed to do, do we really need fancy packaging to go with it if it’s at the cost of our environment?
What did I learn from my visit to House of Aromatica?
The main take-away from my visit to the Aromatica concept store was on the brand’s transparency regarding their products. This really made me think twice about how I, as an avid skincare buyer, consume and dispose of skincare products. I also felt pleasantly relieved seeing the brand’s dedication to educating customers on sustainability in K-beauty – this felt nothing like a marketing trick.
The shop was also decorated with glass jars containing all the ingredients we all know and love. Centella Asiatica, tea tree, and mugwort to name a few. These are all ingredients I use in my skincare on a daily basis but had virtually no idea what they looked like! It was interesting to learn more about them and see them in their original form.
Dried skincare ingredients – do you spot your favorite?Seeing brands like Aromatica creating a space where customers can both learn and shop at the same time feels like such a rewarding and interesting change in the K-beauty world. Even though I didn’t come prepared with my own plastic or glass bottle to make use of the store’s refill stations this time, I’ll definitely be back! Both to enjoy some vegan, environmentally friendly skin and body care AND the delicious tea I tried for free in the in-shop cafe!
