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Major retailers like Walmart, Target, Meijer, and Ulta consistently stock their shelves with personal care products that promise the world: hair with more moisture and bounce, skin as radiant as the latest Hollywood superstar, and lashes so full they could stop traffic. However, it’s not uncommon for these mass-produced beauty products to fall short of their grand claims.

Commercial beauty products, churned out in large batches with a one-size-fits-all approach, are designed to last on the shelf for approximately two years. They spend their days in warehouses and on retail shelves, often ending up unsold or returned, and then maybe, just maybe, they find a home with a consumer. What’s surprising is that many of these products seem more focused on preserving themselves with ingredients like preservatives than addressing the genuine concerns people have, such as frizz, dullness, or breakage. It’s as though they are applying a band-aid when what’s needed is surgery.

The result?

liquid cosmetic waste

A lot of people end up abandoning products that fail to provide the tender loving care their hair and skin deserve, even when there’s half a container left. This leads to an astounding amount of product waste, with no efficient way to track the extent of the problem. Plus, consider the formula testers, expired items lingering on shelves, and unsold stock – the waste adds up.

Arnaud Plas, the co-founder of Prose, delved into the matter and estimates that 20% to 40% of beauty products meet an untimely end as waste.

However, there’s a wave of change sweeping the beauty industry. Companies like Curology in skincare and Prose in haircare are revolutionizing the way people purchase cosmetics. These personalized beauty products take into account factors such as the medications you use, the type of water you wash with, and your dietary choices. The result? Beauty products that actually work as promised.

Imagine buying a product tailored specifically to you and using it until the last drop. No more half-empty containers collecting dust in your bathroom.

The rise of personalized beauty care products brings a host of advantages:

Reduction in Waste: With products customized to individual needs, there’s less waste in terms of products, packaging, and resources.

More Space: Salons can declutter their shelves by carrying less retail, making more room for the services they excel at.

Trust-Building: Personalized beauty care strengthens the bond between beauty professionals and their clients. It’s a sign of a more thoughtful and dedicated approach to beauty.

Simplified Maintenance: Clients can maintain their beauty regimens more easily with products that are genuinely effective.

Cleaner Ingredients: Smaller batches of personalized products don’t need to rely heavily on preservatives, resulting in cleaner and safer ingredients for your skin and hair.

As these innovative brands continue to grow, they are also offering opportunities for beauty professionals to collaborate with them and earn compensation, instead of relying solely on retail commissions.

If you’re seeking a fresh approach in the world of beauty, it’s worth exploring personalized beauty care and finding the brands that resonate with your values. By embracing personalized beauty care, we can help reduce waste in the beauty industry and contribute to a cleaner, more sustainable planet.