There are brands that place at the center of their branding the practice of ESG management for a sustainable future in which ecosystems and humans achieve harmony, beyond simple beauty. Representative eco-friendly beauty brands that many people would think of in connection with ESG — Lush, Aesop, Toun28, Biotherm, and others — win consumers' response by weaving various social responsibilities into their brand philosophies, such as ecosystem protection, respect for animal rights, zero waste, and the restoration of oceans and forests. As summer arrives, when demand for new beauty products grows, ESG.ONL introduces four beauty brands that can help with conscious choices that consider not only oneself but even the environment.
[Hutan, a bath bomb modeled after the keystone species long-tailed macaque ⓒLush]
Lush's Species-Protection and Habitat-Restoration Project
"Lush," the UK's representative eco-friendly naturalist cosmetics brand, has aimed since its founding for a healthy ecosystem cycle in which humans and nature achieve harmony, beyond simple sustainability. As part of such eco-friendly moves, Lush Korea recently, to mark the "International Day for Biological Diversity," released the "Hutan Bath Bomb" for the restoration of the long-tailed macaque — a "keystone species" (a core species of the ecosystem) living on Simeulue Island in Indonesia — and its tropical rainforest. The Hutan Bath Bomb, characterized by a sweet, refreshing fruit scent, is a product that takes on a green color and spreads when it dissolves in water, evoking the forest where the animals live. Lush, which stated that it directly contributed to the protection of endangered species and habitat restoration by donating 75% of the product's sales proceeds to the nonprofit foundation "Ecosystem Impact," plans to expand its keystone product line for endangered core species and habitats in urgent need of conservation efforts.
[Eleos Aromatique Hand Balm ⓒAesop]
Aesop, Striving for Ethical Sourcing and Expanded Local-Ecosystem Protection
"Aesop," an Australian global eco-friendly beauty brand and a company that has also obtained B-Corp certification, places importance on ecosystem protection. It also strives for ESG management with a life-cycle-assessment system that goes through environmental-impact assessment across the entire product-production process and manages a decarbonization roadmap. Aesop recently released the "Eleos" series, including a body cleanser and an aromatic hand balm; the Eleos line, meaning "mercy, compassion" in Greek, contains the meaning of taking time to consider and respect oneself, others, and nature. Aesop's ESG policy for practicing animal rights and ecosystem protection — that all Aesop products are vegan products that use no animal testing and no animal-derived ingredients — also helps with the choice. Furthermore, Aesop is seeking partnerships with local communities for ecosystem restoration and the enhancement of agricultural diversity.
[Haenam 404 Pepti-Cica Dawn Cream ⓒToun28]
Toun28: A Customized Vegan Beauty Brand's Protection of Local Agricultural Diversity
"Toun28 (TOUN28)," a representative domestic vegan beauty brand, makes 100% vegan-certified products that use no animal testing and no animal-derived ingredients. Toun28, which seeks to provide smart, fresh skincare reflecting the consumer's skin concerns, climate, and even the environment through a customized subscription service, is characterized by a service that custom-makes products once a month to match the user's skin condition and seasonal change. It also takes the lead in practicing zero waste by using recycled paper containers instead of plastic containers and by developing solid beauty products, gaining great response from consumers who value conscious consumption. Among Toun28's products, which minimize skin irritation with plant-derived preservative ingredients, the Haenam 404 Pepti-Cica Dawn Cream is distinctive in that it is made from 100% pesticide-free centella — certified eco-friendly produce grown directly by purchasing a field in Haenam. Such a production process also contributes to protecting the local ecosystem and agricultural diversity, and has the meaning of creating a sustainable beauty culture for both the environment and humans.
[Biotherm Aquapower Advanced Gel Pro ⓒBiotherm]
Biotherm: Marine Biodiversity Protection and Marine-Pollution Prevention
"Biotherm," a French premium skincare brand, is focusing in 2025 on protecting marine biodiversity and preventing marine pollution. Through a program called "Water Lovers," Biotherm supports various projects such as collecting marine trash for the restoration of marine ecosystems and protecting marine-life habitats, which are a treasure trove of Blue Carbon, and it is developing campaigns that raise awareness of marine plastic pollution. It uses ingredients that do not harm marine biodiversity, and also carries out sustainable management activities such as a life-cycle-assessment system. In addition, it operates eco-friendly practice campaigns together with consumers, working to improve the awareness of more people. Through such activities, Biotherm conveys the message that it "will continuously strive for a healthy Earth where all life coexists."
The beauty brands loved by many consumers — Lush, Aesop, Toun28, and Biotherm — are creating ecosystem protection and a sustainable future, with the common point of having good brand philosophies and with their respective points of differentiation. The activities they unfold aim, beyond the level of mere promotion and marketing, at positive change through consumers' everyday use of products. There is a forecast that this summer, having entered the era of the climate crisis, will be as hot as last summer, which was scorching. This summer, how about thinking about where and how your beauty products — including the products introduced in this article — came from, what environmental impact they have, and what campaigns they run through what programs to lead to better practice?
by Editor L