"The Onus Of Sustainability Is A Shared One": Co-founder Juicy Chemistry
In an interaction with Urvi Shrivastav, Editorial Lead, BW ESG, BW Businessworld; Megha Asher, co founder, Juicy Chemistry speaks about the business of sustainability in skincare and the initiatives taken by Juicy Chemistry to promote a greener planet.
What are sustainability trends in skincare?
Consumers are increasingly particular about what they apply on their skin and hair. This translates into opting for products wherein they’re better aware of the ingredients and the benefits they offer. Plant-based products have an edge here over their counterparts.
An increased awareness and push towards sustainability has led many consumers to turn to plant-based products that aren’t made of any animal derived ingredients. There’s also a belief that plant-based products will be cruelty-free and ethical, which may or may not be true. A consumer with such interests and inclinations would certainly lean towards and find benefits in a plant-based skincare regime.
Holistic wellness is an approach that considers multiple aspects of wellness - physical, mental, emotional, social, intellectual and spiritual. Biologically, human beings are attuned towards Nature a lot more than we think. For example, greenery is scientifically proven to help relax us and calm the mind. Ancient sciences such as Ayurveda have also looked to plant-based solutions for health remedies and even today, plant-based products and ingredients find their way into our health and wellness routines. Even in a dietary aspect, plant-based foods and ingredients are gaining prominence amid growing environmental concerns. The vegan movement is growing consistently. To add to that, there’s an increased shift towards consuming organic foods as opposed to over processed and refined options. Considering all this, it makes sense that plant-based routines find their way into our beauty routines too.
How is Juicy Chemistry practicing sustainable skincare?
At Juicy Chemistry, we think of the life cycle of a product - from sourcing to end-use. We work directly with small-scale farmers, eliminating any middlemen, to ethically procure certified organic ingredients. Our products capture the essence of each ingredient put in them; we do not use any preservatives and want our customers to have pure unadulterated organic goodness. We follow a ‘soil to soil’ approach.
Our packaging has changed a lot in the past eight years, becoming eco-friendlier and more sustainable. A majority of our products are packaged in glass bottles and tubs; Our deodorants and dry shampoos are composed of paper tubes that are entirely biodegradable; Our liquid shampoos and body washes are made available in PET G bottles that adhere to ECOCERT standards and are highly recyclable. We also have a ‘return and reward’ policy. Our secondary packaging ensures that our products, packaged in glass tubs and bottles, don’t break or leak during transit. The outer packaging contains an inner cardboard casing that holds the product securely in place and we’re able to avoid using excessive packaging. We also segregate our waste and compost our organic waste - such as fruit peels. We’re always exploring ways of making our supply chain more sustainable.
How does the brand practice inclusivity in skincare?
We don't believe in differentiating between ingredients. An oil performs like an oil on either of the skins unless there is a specific concern, we don’t really think there is a requirement for a separate range of skincare products. We try to show ways where our products can be utilised in multi-purpose ways without hoarding and having to pick up separate products. In that practice, we are a pretty inclusive skincare brand.
What are the sustainability challenges you face?
It's always a challenge to be able to practice sustainability 100% in the skincare arena. But, we strive for it no matter what. Our manufacturing processes, sourcing, raw material, waste management, and packaging -
everything is planned with a more conscious and environment-friendly approach. However, as we now focus on expansion we do anticipate a bit of a struggle with recycling because as a nation, we still need to improvise on the recycling practices in India. That being said, the onus of sustainability is a shared one between the brands and the consumers.
It's a fact that sustainable and more eco-friendly options come at a premium (thanks to the scarce supply) which does reflect in the product pricing. And as consumers, we all are not so thrilled about that but it's simple economics. That's why we make a point to keep educating our customers through social platforms about the quality, efficacy, and sustainability of our products so that they can make a truly informed decision.
Sustainability is a journey where you constantly learn and evolve. That's why we turned plastic neutral this year. We realised that picking up the empties from our customers spread all over the country was simply adding to the carbon footprint and thereby negating the good we were hoping to do. Now, we not only recycle more than we consume but also encourage our customers to send the empties to a nearby recycling unit and minimise their carbon footprint. Our team also helps them find one if need be. We use food waste as animal fodder and we ensure it happens. Our manufacturing processes lead to minimal waste and whatever waste is there it goes as animal fodder. Sustainability is a challenge in today's world but we can make a difference if we all come together. After all, little changes add to big ones.
What will the sustainability trend be in skincare?
Honestly, skincare trends are not something we follow at Juicy Chemistry as sustainability and trends actually don't go together. We don’t make our products according to what trend is going on in the skincare market.
