# Microplastic Reduction Cosmetic and fashion brands aim to reduce micro plastics in the ecosystem. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Mar 18, 2020 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/microplastic-reduction ## Key Figures - Trend score: 4.4/10 - Evidence articles: 6 ## What is the Microplastic Reduction trend? **Microplastic Reduction:** Brands in the cosmetic and fashion industries are aiming to reduce microplastic pollution with products and policies that avoid its use. This shift comes as microplastics are being shown as significant ocean pollutants, and end up being consumed by animals and humans alike and harmfully impacting their health. ## The consumer insight behind the Microplastic Reduction trend As consumers become more aware of some of the lesser known ways that excess consumption has impacted the environment, they’re drawn to brands that offer a strong commitment to these same causes. With climate change’s impact looming on consumers’ future, they’re increasingly concerned with both the micro and macro lifestyle changes they can make to reduce the projected consequences. ## At a Glance - Evidence: 6 featured examples - Articles from: Mar 1, 2018 to Jan 29, 2020 - Published: Mar 18, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Microplastic Reduction trend ### Sustainable Packaging Solutions Brands are prioritizing sustainability by reducing plastic and material waste, favoring eco-friendly materials and reusable containers, and implementing in-store bars that offer product refills. ### Biodegradable and Eco-Friendly Cosmetics Brands are introducing biodegradable, eco-friendly cosmetic solutions in response to the negative impact of microplastics on the environment and as consumers look for sustainable alternatives. ### Repurposing and Reducing Waste Retailers are reducing waste by repurposing beauty products past their best before date and by removing microplastic glitter in cosmetics to combat against the mass amount of plastic waste being produced. ## What the Microplastic Reduction trend means for industry ### For Sustainable Packaging The sustainable packaging industry can provide innovative alternatives to plastic containers and also offer biodegradable packaging solutions. ### For Cosmetics and Personal Care The cosmetics and personal care industry can develop more biodegradable and eco-friendly formulations and also integrate ethical and sustainable practices into their production processes. ### For Retail The retail industry can reduce waste by repurposing expired beauty products and also by introducing initiatives that promote sustainability and reducing environmental impact. ## Workshop question How could your brand empower consumers to shop sustainably? ## Trend signals for Microplastic Reduction Trend score 4.4 out of 10, from popularity 65%, activity 58%, freshness 9%. - Popularity: 65% - Activity: 58% - Freshness: 9% ## Examples of the Microplastic Reduction trend 6 featured examples from Mar 1, 2018 to Jan 29, 2020. - [Plastic-Free Athletic Wear](https://www.trendhunter.com/trends/runamics): The 'Runamics' Sports Gear is Made from Merino Wool and Tencel (Category: Eco) Implication: Disruptive innovation opportunity: Introduce sustainable fabric options and eco-friendly manufacturing practices to revolutionize the fashion and apparel industry. - [Ocean-Friendly Glitter Soaps](https://www.trendhunter.com/trends/winter-berry-soap): Lush Cosmetics Unveils the New Winter Berry Soap for Lavish Skin (Category: Fashion) Implication: Developing sustainable soap products that focus on natural and microplastics-free ingredients. - [Eco-Friendly Glitter Cosmetics](https://www.trendhunter.com/trends/ecofriendly-glitter): Unicorn Snot BIO Products are Made with Plant Starch Bio-Glitter (Category: Eco) Implication: The cosmetic industry can leverage the trend towards eco-friendly glitter products by incorporating biodegradable glitter into their cosmetic lines. - [Biodegradable Beauty Pots](https://www.trendhunter.com/trends/atopik): Naviter's Natural 'Atopik' Range is Packed in Eco-Friendly Raw Materials (Category: Eco) Implication: The cosmetics and beauty industry can capitalize on sustainable packaging solutions to appeal to environmentally conscious consumers and differentiate themselves in the market. - [Plastic Glitter Beauty Bans](https://www.trendhunter.com/trends/plasticbased-glitter-cosmetics-bans): Selfridges Pledged to Remove All Plastic-Based Glitter Cosmetics (Category: Eco) Implication: The cosmetic and beauty industry is being directly affected by this trend, creating a space for companies to innovate with alternative ingredients, more sustainable packaging, and… - [Waste-Reducing Cosmetic Discounts](https://www.trendhunter.com/trends/cosmetic-discount): Holland & Barrett is Selling Beauty Goods Past Best Before Dates (Category: Eco) Implication: Introducing the sale of beauty products past their best before dates presents an opportunity for retailers to tap into a new market segment. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)