The “Beauty has never been so Green” Project promoted environmental sustainability in the hair and beauty industries, by rolling out ad-hoc activities revolving around research, training and awareness-raising addressed to both Small and Medium Beauty Business Owners and consumers. The main goal of the Be-Green Project was to promote environmental sustainability in the hair and beauty industries in the project partner countries. The demand for sustainable and clean beauty is at an all-time high. Led by Gen Z and Millennials, this is the new norm of the beauty industry. There is no place for synthetic, artificial, and exploitation anymore. Instead, we are seeing a surge of demand for vegan, organic, ethical, sustainable, and clean products and practices. Hence, the goal was to spread awareness and to emphasize how it is possible to adopt a sustainable beauty routine and lifestyle. Another key goal of the project was to educate people working in the beauty industry, customers and generally anyone interested in a sustainable lifestyle. Through transparency and product education we aimed to help more customers transition towards eco-conscious solutions.
The desire to bring this project to life arose from several factors linked to the environment, fight against climate change and the need for our society to strengthen Green skills - the knowledge that we need to develop in order to live in a sustainable environment. We wanted to create learning opportunities among citizens and generations, thus improving the availability of high quality, flexible and recognised learning for adults to address and act upon several factors that are having a negative impact on our environment and society in general. Given the huge impact that the cosmetic sector has on the environment, we also believed it was essential that professionals operating in this sector and consumers are aware of their market choices so that they can increasingly move towards sustainable products, with natural and cruelty-free ingredients.