Croda introduces new sustainability identity: 'Purposeful Beauty'

Purposeful Beauty has been created to focus Croda’s beauty care sustainability efforts and projects behind distinct messaging. The brand identity will also serve to establish the group’s thought leadership position as a sustainable solutions provider.

Using social listening tools and other market research to understand consumers’ drivers when discussing sustainability and personal care, Croda developed its new Purposeful Beauty identity to align with these conversations about consumer values. The brand was formed with the intent to resonate with beauty brands and consumers, while connecting to Croda’s corporate Purpose of Smart science to improve lives™. This ensures that the specific goals of Croda’s Beauty Care connect with sustainably focused customers and the consumers who purchase their products.

Purposeful Beauty logo

Within Purposeful Beauty, Croda will be releasing various communications over the coming weeks to highlight its sustainability efforts within the Beauty Care business. Customers can expect more about:

  • how the Croda Beauty Care sustainability goals affect their own practices
  • knowledge on various sustainability related topics
  • Croda as a thought leader in the area of sustainable beauty.

Sustainable innovation needs are evolving

Cara Eaton, marketing director, Croda Personal Care, stated: “We are extremely excited to announce our new sustainability identity, ‘Purposeful Beauty’, and know it will provide great opportunities to advance our thought leadership position in this area. This identity will facilitate the creation of unique sustainability campaigns to address the constantly evolving sustainable innovation needs of our customers around the world. With Purposeful Beauty, we will address the growing demand in Personal Care for new, sustainable technologies, while mitigating our impact on the environment around us.”

To celebrate the launch of Purposeful Beauty, Croda has committed to donating over 3 000 trees via One Tree Planted throughout April and May in celebration of Earth Day, a day dedicated to demonstrating support for environmental protection.

According to our planet loses “around 10 million hectares of forest every single year”(1). Croda continues to work towards its land positive target of saving more land than used, while increasing agricultural land use efficiency and protecting biodiversity. Croda recently announced as part of its 2021 sustainability report, it has saved 33 734 hectares of land per year more than its 2019 baseline year.

Croda remains on track to reach its 2030 target of saving at least 200 000 hectares of land per year, more than in 2019. The trees planted on behalf of the Purposeful Beauty initiative will help reforest lands damaged by wildfires, support habitats for biodiversity and create a positive impact for generations to come.

A sustainable ingredient supplier

Together with Sederma, Crodarom and Alban Muller’s ‘Be Actively Committed’ sustainability identity, Croda is maintaining a leading position in the industry as a sustainable ingredient supplier. The creation of Purposeful Beauty identity allows the group to further demonstrate the commendable work done through its Beauty Care business in developing sustainable ingredients found within hair care, solar care, skin care and colour cosmetics formulations around the world, while showing how its leadership will shape the brands of tomorrow.

Croda is pushing forward for positive change with every step it takes. From ensuring an ethical and transparent supply chain in the sourcing of materials, reducing carbon emissions and energy usage in the manufacture of ingredients, to producing innovative formulations that provide essential solar protection, Croda is committed to achieving a more sustainable personal care industry.



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