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More often than not in the personal care space, conversations surrounding sustainability are led by marketeers. Scientists with relevant expertise are often kept behind closed doors, especially when the conversation is directed at consumers. This leaves room for fallacious ideas to perpetuate across the industry. Instead of assumptions - e.g. plastic-free, organic or natural will be inherently ‘better’, often communicated by ‘clean’ and ‘green’ beauty standards - we need substantiation.

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