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Why Sustainable Beauty Isn't Selling | Toronto News
Sustainable beauty isn’t dead—it’s just stuck in a trust gap. A new Curion report reveals consumers care deeply about eco-friendly products but hesitate to buy them due to performance doubts, confusing labels, higher prices, and unclear environmental impact. People associate “natural” with personal benefits, not planetary good—and price makes sustainability feel like a luxury, not a necessity. Brands must stop greenwashing and start proving their products work, simplifying messaging, and justifying value. The future’s bright with refillables, water-saving formulas, and traceable…
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