There has lately been a move towards green beauty by cosmetics companies offering products that are healthier for the skin while focusing on nature, transparency, and reduction of impact on the environment.

But a new concept known as “blue beauty” has even more recently emerged as the latest trend in eco-responsibility and clean beauty.

While it is just entering the lexicon, blue beauty has been around for a few years.

In 2018, Jeannie Jarnot, founder of e-commerce site Beauty Heroes, launched an initiative called Project Blue Beauty. She had the support of other big names in the industry including Kapua Browning, founder of Honua Hawaiian Skincare, in response to a call to commit to preserving the planet and the oceans.

Brands that have made commitments in this area – whether by planting trees, collaborating with associations for the protection and restoration of marine ecosystems, or working hand-in-hand with farmers – are considered blue beauty brands.

It is no longer just about turning to natural ingredients instead of chemical ones and being more transparent to consumers; it is about taking action to repair past damage and make sure humans do not do further harm to the environment.

Blue beauty is also about committing to stop using products that are harmful to marine ecosystems, as well as to eliminate or at least reduce packaging that is particularly harmful to the environment.

The movement can be perceived as a way of fighting greenwashing – the marketing spin in which green marketing is deceptively used to persuade the public that an organisation’s products, aims and policies are environmentally friendly – and to encourage brands to act and do more for the preservation of the planet and its oceans.

Between five and 13 million tonnes of single-use plastic end up in the oceans every year, according to a report from Australia’s Minderoo Foundation.