Flying the flag for ‘Purely Ethical Beauty’, Flawless aims to pave the way for vegan and handmade beauty products. With there still being a stigma amongst professionals as some still believe that sustainable products lack quality, we share an exclusive interview with Founder of the brand as she debunks these myths and details the benefits of the impressive range.
Please introduce us to the brand and what it strives to achieve.
Flawless as a brand has been at the forefront of sustainable skincare and wellness since 2016. Born out of a passion for science and nature, Founder, Charmaine Armour, went above and beyond what competitors were delivering in order to create a line of beauty products that were not only cruelty-free and vegan, but also mitigated the detrimental impact that plastic was wreaking on the environment. We are always exploring new ideas and innovations that will help consumers reduce their environmental impact whilst providing effective products.
What gives Flawless cosmetics a competitive edge?
We believe that beauty should be both effective and responsible. We strive to make a positive impact on the environment while delivering exceptional beauty products that deliver real results. This is reflected through our plastic free and zero-waste product range which we create by hand using natural botanicals. Flawless have always been committed to providing high-quality products that align with the eco-friendly values that are pivotal in today’s changing world, especially for business owners and their reputations.
How does Flawless work in line with the industry’s shift to sustainable practices?
We’ve taken a strong stance on sustainability and greenwashing. The word “sustainable” has been thrown around so much in the beauty industry that consumers have started to lose faith, second guessing when brands state they are sustainable. At Flawless we offer a ‘refill scheme’ where we take back empty containers and refill them.
Around 80% of consumers have doubts about whether to trust the beauty industry’s sustainability claims at all. That’s why it’s vital for us to be transparent about our sustainable efforts. We make all of our products in-house, giving us complete control over every aspect of the brand. From the local growers who we source our ingredients from, to the packaging and the very ink used to print our labels. These factors also place us in the distinctive position to craft high-performance, innovative products at a price point that remains unmatched.
Looking to the future, what should salons look to implement in order to stay up to speed with the demands of sustainable practices?
Salons should actively look for suppliers and brands who offer products that are visibly sustainable and this could be through their use of packaging materials such as aluminium and glass. Many brands will claim to be reducing their plastic use but present little or no evidence to support their claims.
Another way that salons can effectively integrate sustainable practices is by implementing a ‘Reduce, Reuse, Refill’ scheme, encouraging staff and clients alike to use it.
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