Mother Nature is officially upping her beauty game. Beauty behemoth L’Oréal has just launched an entirely new sustainable label called Seed Phytonutrients, which is about to bring the farmer’s market to your beauty cabinet.
Sustainable skin-care and plant-based green beauty are no longer just niche products to be found at specialty stores. Major retailers like Walmart are getting in on the eco-friendly action. As more and more brands hop on board, it’s becoming clear that earth-friendly practices — going cruelty-free, vegan, all-natural, or switching to sustainable production and packaging — aren’t just a fad, but the future of the industry.
Launched this week, Seed Phytonutrients is helping to shape that future. Sprouted from a desire to address the beauty industry’s impact on both your well-being and the well-being of the environment, the line is the brainchild of Shane Wolf, a L’Oréal executive who has worked on brands including Redken, Kerastase, Shu Uemura, and Pureology. He’s also a farmer.
