To help demystify clean beauty “speak”, Eufora International shares their 3-pillar clean beauty platform.
Clean Beauty. Everyone is talking about it. No standards define it. Still, industry experts agree that clean beauty refers to more than just an ingredient list. Authentic clean beauty practices should also embrace safety, sustainability, ethics and transparency. However, where lack of regulatory standards exist, claims can be subjective and inconsistent, leading consumers into a state of confusion. To help demystify the latest craze in beauty, Eufora International is revisiting its roots when, in 1997, Co-founders Don and Beth Bewley called upon their own family values to establish best practices for Eufora.
With a passion for creating good global karma, Don and Beth Bewley made a strong commitment right from the start – invest in people and planet friendly practices to deliver high performance products without doing harm. Known for his bold and “colorful” personality, long time Eufora staffers recall Don saying,
“No matter what… the ?!*# has to work like nobody’s business, but if we can’t do it safely, then we have to let it go. Sometimes you just have to say no to a product if you can’t do it right.”
Today that voice still rings true, and Eufora is proud to restate their long standing dedication to “clean beauty” by publishing a clear 3-pillar approach.
- Mindful Methods: Utilize the best naturally derived and replenishable ingredients with performance as the priority - always keeping the mantra “doing no harm” top of mind. When it comes to natural vs. synthetic, safety over source prevails.
- Planet Friendly: Embrace “sustainable” practices with eco-friendly actions such as packaging choices, recycling and upcycling, as well as ingredient sourcing and impact.
- Human Kind: Employ fair trade values that support the communities where goods are sourced. Practices that exploit humankind – like mica mining using child labor – are strictly avoided.
For CEO Beth Bewley, carrying on the vision that she and her husband, Don, realized over two decades ago has never been a question. Beth confidently shares Eufora green initiatives for sustainability and has released a “No List” for product formulations, identified by new user-friendly icons displayed prominently on their website. According to Bewley,
“To protect this planet for today and future generations, we all must be responsible citizens – be positive contributors, be integral, minimize our footprint and forge a path that leads to the growth of Good Global Karma.”
In a category that’s crowded with rampant brand over promising, the Eufora voice stands out as honest, real and personal. It takes its cues from the vision of company founders, Don and Beth Bewley, who, in 1997, started a hair care company built on a foundation of passion, integrity and caring for the professional salon world. Today Eufora is recognized globally for a vision that extends beyond the innovation of people and planet friendly products, delivering on a promise to provide incomparable leadership programs and technical training to nurture and grow the next generation of salon professionals. For more information or to find a Eufora Salon please visit www.eufora.net.
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