Each brand listed on their platform has its own detailed biography page along with key tags to look out for – vegan, without animal testing, paraben-free, etc. This includes PÜR, a vegan-friendly beauty line that champions for natural ingredients in skincare. Their 4-in-1 Cloud Cream Moisturizer contains aloe vera and green algae extract, both of which are lightweight, natural ingredients that aid the skin in hydration and act as a protective barrier against environmental stressors.
The world is a-changing, people. And on some days, it’s doing better than most, thanks to businesses like A Kinder Beauty that’s all about rewarding your skin and the environment at the same time.
In fact, to be a true supporter of environment-saving campaigns takes more than just talk. Earlier in February, Cosmetic Executive Women (CEW), a global non-profit organisation in the beauty industry presented the State of the Beauty Industry Report that includes education against "greenwashing" – a term used to describe an advertising gimmick used by brands who market themselves as environmentally-friendly in name rather than practice.
According to a survey by Reputation Institute, a whopping 25 percent of consumers associate natural with organic. That being said, natural ingredients doesn’t necessarily mean it’s sustainable, and neither does it equate to being clean. Grasping the importance of this triad terminology have platforms like A Kinder Beauty in serious pursuit of curating brands that embody these values.
Indonesian brand ESQA became the first vegan and halal-certified beauty brand in the home country. The line is formulated without parabens and formulated with more holistic ingredients, such as The Goddess Cheek Palette that is mineral oil-free, an ingredient that, while natural, is known to clog pores for unsuitable skin.
And A Kinder Beauty is all set to walk the talk. In addition to their sustainable-forward packaging, which is both reusable and recyclable, and providing beauty-centric articles on their website, fellow keen clean beauty advocates can also join The Kinder Circle, a membership portal with exclusive rewards through various activities and purchases.
Shop A Kinder Beauty here.