There is no doubt consumers are becoming increasingly concerned about sustainability, especially when it comes to beauty.

Sales for beauty and personal care products that have environmental benefits, such as vegan, cruelty-free, reusable packaging, and plastic-free are seeing elevated growth rates over those that just have clean ingredients, according to NielsenIQ.

According to the global measurement and data analytics company: ‘Consumers are becoming increasingly invested in sustainable beauty trends and tell us that the most important attributes they look for when shopping for beauty and personal care products are those that use natural ingredients (40.2%), respect the environment (17.6%), and use reusable and recyclable packaging, at 7.9% and 15.8%, respectively.’

From April 1, Inika Organic will be the first major makeup offering to be certified 100 per cent Plastic Neutral by Waste Revolution and alongside its five other certifications, will be the highest certified natural makeup brand in the world, said founder and CEO Tony Rechtman.

Tony announced the sustainability initiative in a speech delivered to 80 guests at The Atrium, Grounds of Alexandria, when the brand’s new design and packaging were on display for guests to trial and take home.

“Inika Organic is the first makeup brand globally to be certified Plastic Neutral meaning we have drastically reduced our plastic footprint,” Tony said.

“Given the intricacy of makeup packaging in particular, this is no mean feat. It has been a journey, but we are extremely proud that this new collection is made from 90 per cent sustainable and reused materials. We have minimised our use of virgin plastic by 84 per cent.”

Total Beauty Network (TBN) acquired Inika Cosmetics in November 2013. It was previously distributed by True Solutions.

To celebrate its certification and new look packaging,  brand ambassador and supermodel, Nicole Trunfio, flew in from her home in Austin, Texas, to join the celebrations.

“I have always wanted to align with a beauty company but I’ve never been ready, or the brand hasn’t matched with my values,” Nicole told guests.

“With Inika, it felt so right and I’m so thrilled to be working with a brand that puts its sustainability principles first and the product actually performs.”

Tony Rechtman, Harry Smith, Nicole Trunfio and Eugenie Kelly.

The lunchtime event was hosted by former Editor-in-Chief at Harper’s Bazaar Eugenie Kelly.

Eugenie  ran a panel session, with insights shared from Tony, Nicole and  Harry Smith, co-founder of Waste Revolution.

Guests at the event media personality and TV presenter Nikki Phillips, model, fashion designer and influencer Aisha Jade, model  and beauty, health and fashion influencer Dominique Falud,  ex-Bachelor alumni and lifestyle influencer Bella Varelis, model, health and fitness advocate Shannon Lawson, model, influencer and business owner Victoria Burns and wellness influencer and pilates instructor Bernadette Fahey.

The products were showcased at The Grounds.

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