WE’VE had the slow food movement — now it’s time to apply the principle to our beauty products.

The Slow Cosmétique movement is a French initiative that has been growing pace for a while and has now stepped things up to the next level with the launch of an online marketplace.

Under the membership of the Slow Cosmétique Association, the products of 41 natural and eco-friendly beauty brands are now available online, with a focus on promoting a more responsible way to consume cosmetics.

The products range from facial cleansers to hair serums, with deodorants, shampoos and new mother and baby creations also available.

Homewares such as essential oils and soaps, as well as the ingredients needed to create your own natural products also form part of the catalogue.

Synthetic ingredients, silicones and chemical preservatives such as Phenoxyethanol are banned, as are marketing campaigns comprising false promises.

Founded in 2012, the Slow Cosmétique Association dictates that products be made from 100% natural ingredients and formulas that are better both for consumers and the environment.

From wasteful packaging to brand marketing campaigns that are not sufficiently “transparent”, the concept aims to get customers to think before they buy when it comes to beauty.

Intelligent, ecological, sensible and respectful are the association’s golden rules.

In 2013 the group introduced a special “Mention Slow Cosmétique” to distinguish the best slow products out there — a title awarded on the basis of 80 strict criteria.

Their products can be viewed at https://www.slow-cosmetique.com/

Taking the decision to exclusively use natural products is a drastic business plan in the beauty industry, but with consumers increasingly aware of the chemicals they use, many brands, both upcoming and mainstream, are adopting the approach.

From the Body Shop’s “100% Natural Lip Roll-On” line to model Miranda Kerr’s Organic skincare brandKora and chic eco-friendly make-up brand Antonym, the natural approach is starting to make waves in the industry.

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