Elate Beauty—a woman-owned, B Corp-certified beauty company, based in Victoria, British Columbia, Canada—boasts a hydrating primer that promises to prolong the perfection of one’s foundation, powder, and other completion-enhancing essentials. It is an extremely useful product, especially when one leads an active lifestyle. The formula is powered by a floral hydrate complex, vegan hyaluronic acid, and aloe vera. Thanks to these ingredients, the hydrating primer is successful in plumping, firming, and soothing the skin. Elate Beauty’s Prep Primer can be used as a step in your skincare—the last product you’d apply—or as part of your makeup application.
The Prep Primer is also offered in a refillable glass bottle that is equipped with a recyclable plastic dropper, as well as a compostable bamboo collar.
Image Credit: Way of Being
What Makes This Trend Stand Out
- Sustainable Beauty Packaging
- The rise of environmentally-friendly packaging options in the beauty industry, such as recyclable plastic and compostable materials, presents an opportunity for companies to differentiate themselves and appeal to eco-conscious consumers.
- Hydrating Skincare Products
- There is a growing demand for skincare and makeup products that offer both beauty and skin benefits, such as hydration, plumping and firming.
- Vegan Beauty Products
- As more consumers choose to follow a vegan lifestyle, there is an opportunity for beauty companies to offer products that are free from animal products and testing.
Sectors Adopting This
- Beauty and Personal Care
- Beauty and personal care companies who innovate and invest in environmentally-friendly and vegan options can attract a larger share of consumers with a growing interest in sustainability and ethical products.
- Health and Wellness
- As skincare products that provide both cosmetic and skin benefits become more popular, there may a potential crossover into the health and wellness market as consumers prioritize holistic approaches to self-care.
- Packaging and Recycling
- Companies that specialize in packaging and recycling solutions can seize the opportunity to develop innovative and sustainable packaging materials for the beauty and personal care industry.
