One of the personal care and beauty category’s fastest growing influences on consumer purchasing behavior are claims for sustainability. TerraCycle founder/CEO Tom Szaky says, “With the right programs, startups, which often have deeply connected customer relationships, can play a special role in shifting expectations that could create a groundswell for change.”
What kind of sustainability programs? “By focusing on the recyclability [like the Lush pot above] and circularity of packaging, personal care startups can command a premium in the clean beauty market through cultivation of brand identity,” Szaky contends.
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