In the new era of green, “sustainability,” “clean,” “natural,” “organic,” and “vegan” are among the deep sea of beauty buzzwords taking over these days. It’s almost rare to not see at least one of these babies stamped on a product label. But conscious consumerism isn’t a throwaway fad. If anything, it’s a movement that’s been gaining momentum over the years and proof that minimizing impact is becoming more the norm rather than the exception. Although the jargon can be confusing at times, it’s important that brands lay their cards on the table so that as consumers, we’re able to make purchases that align with our values. From ingredient sourcing to packaging, Japanese beauty brand UNNATURALLY NATURAL is on a roll when it comes to setting high standards in eco-conscious beauty. Let’s take a look at the measures they’ve taken and why it matters.
Consciously sourced ingredients
It goes without saying that what isn’t listed is just as important as what is listed, so mindful beauty begins with ingredients that have been screened to be free of harmful effects on the body, wildlife, and environment. UNNATURALLY NATURAL boasts an impressive list of excluded ingredients, including animal-derived ingredients and preservatives of all kinds, making the brand cruelty-free, vegan, and gentle on the skin. Their formulas are also biodegradable and reef-safe, so they’re friendly to marine life. Instead, each product is formulated with carefully selected ingredients that are both healthy for the individual and healthy for the planet, like squalene and Okinawan mozuku extract. True to the J-Beauty philosophy, effective self-care doesn’t require an overwhelming 12-step routine. Just a few products designed with quality ingredients ensures a beauty ritual that is simple and stress-free.
Earth-friendly products can only be as sustainable as their packaging allows, and this is a major way that UNNATURALLY NATURAL has reduced its ecological footprint. All product containers utilize recycled materials, and all paper packaging (like boxes) uses the responsibly sourced FSC-certified paper. The brand is currently making headway to include more biodegradable packaging materials as well.
JBeauty Collection’s best picks
1. UNNATURALLY NATURAL Clarify Cleansing Balm
A cleansing balm that hydrates as it melts away dirt and impurities, this effective cream-to-oil formula is gentle enough to use around the eye area and leaves your skin feeling supple and soft.
SHOP: UNNATURALLY NATURAL Clarify Cleansing Balm
2. UNNATURALLY NATURAL The Treatment Lotion
Loaded in antioxidant-rich Okinawa mozuku extract, squalene, hyaluronic acid, kiwi seed oil, and vitamins C and E, this gentle lotion helps to restore texture and natural hydration levels to the skin, while also minimizing the appearance of pores.
SHOP: UNNATURALLY NATURAL The Treatment Lotion
3. UNNATURALLY NATURAL Vitamin C Oil Essence
This brightening and firming oil essence contains a unique blend of essential oils, fermented plant extracts, and vitamins that wrap the skin with a moisturizing veil. The result is a plump and smooth canvas, perfect for applying makeup or creating a glowing finish.
SHOP: UNNATURALLY NATURAL Vitamin C Oil Essence
4. UNNATURALLY NATURAL Hydrate Rescue Cream
Rich in texture but never sticky or greasy, the Hydrate Rescue Cream helps lock in all your hard-earned hydration at the end of your self-care routine. Filled with Japanese rice bran, marula oil, and niacinamide, the cream guards against climate-induced dryness and dehydration.