Can Skincare Ever Be Sustainable? A Real Talk on Beauty, Overconsumption and Conscious Choices

Hey lovely,

I’ve been thinking a lot lately about this question: Can skincare — or vanity products more broadly — ever really be sustainable? It’s a question that sits at the intersection of ideals, reality, and intention. In our pursuit of glowing, nourished skin, is there room for eco-consciousness, or does the whole endeavour collapse under the weight of overconsumption, greenwashing and empty promises? Let’s unpack this together. I’ll also share how Jenny Nordic Skincare is seeking to offer a different, more grounded path. Plus, we’re launching a special year-end donations campaign you’ll want to be part of.

Why the “sustainable skincare” claim feels brittle

Before getting into what’s possible, I need to be honest: sustainability in skincare has many cracks. Here are a few of them:

Overconsumption is the real elephant in the room

Even the “greenest” cream in a recyclable jar doesn’t offset the fact that we often own 20+ products we rotate through. Frequent launches, “limited editions,” “just one more serum”, all fuel a cycle of consumption that undermines the noblest sustainability goals. Buying less, using better, should be the foundation.

Greenwashing is everywhere

I’ve seen products with vague “eco” labels, “natural” claims, or “clean” branding, only to discover that none of these terms is regulated and that anyone can use them without ever having to disclose what they actually mean. Words like “plant-based” or “eco-friendly”, or "waterless" get thrown around without accountability or transparency. Trust is eroded, and discerning skin-lovers feel burned.

Manufacturing, logistics, and waste still leave a footprint

Every product has a supply chain: sourcing raw materials, transporting them, processing, packaging, and shipping. Even “local” production involves energy, emissions, and sometimes overuse of water or chemical resources. Then: packaging waste, plastic jars, pumps, secondary wraps — the waste accumulates. This burden is often shifted onto the consumer and the planet.

So, can skincare ever be truly sustainable? In the strictest sense, maybe not. But that doesn’t mean we have to abandon the mission. Instead, we can redefine sustainability as the pursuit of continuous, honest improvement. Aiming for less harm, more integrity, greater transparency, rather than perfection.

What “real sustainability” should look like in skincare

When I imagine skincare that holds up under scrutiny, here’s what I prioritise, and what I aspire for Jenny Nordic Skincare to embody. These are like “sustainability guardrails” or a philosophy:

Minimalism with impact

Instead of dozens of niche serums, why not a few multi-functional, potent formulations? Use less, but use well. This cuts down packaging, shipping, inventory waste, and cognitive clutter for users. (Yes, this is core to our philosophy.) We say it plainly: 

“We believe less is more. Our minimalist skincare ritual will reduce waste, de-clutter bathroom shelves, and save money.”

Ingredient integrity & sourcing

No shortcuts. We choose organic, wild-harvested, plant-based ingredients, no hidden synthetics or fancy fillers masquerading as “actives.”

Sourcing close to home matters, too: by working with UK and European suppliers as much as possible, we reduce emissions and support local ecosystems. 

Thoughtful, recyclable, refillable packaging

Glass over plastic where possible, compostable or recycled cardboard for boxes, reuse over discard. Jenny Nordic's bottles and closures are designed to be upcycled or recyclable.

Even our packing materials (for deliveries) are fully recyclable, and we reuse materials wherever we can. 

Carbon responsibility (not just lip service)

This is one area many brands talk about but few meaningfully commit to. JNS has partnered with Switch2Zero to become carbon neutral. We are offsetting emissions, investing in reforestation, conservation, and even plastic clean-up projects.

We also absorb the carbon cost of shipping each order, so it’s not “your problem,” it’s ours. 

Radical transparency and humility

We don’t pretend we’re perfect. I, as the founder, acknowledge, “we still have a lot to do.”

Sustainability is complex. We invite feedback, ideas and collaboration. This humility allows us to evolve honestly, rather than masking flaws.

Why JNS is trying to be different (and how that matters to you)

I want you to feel confident that when you choose Jenny Nordic Skincare, you're not buying a “greenwashed” dream; you're aligning with a brand that wrestles with real complexity. Here’s what I see as our differentiators:

• Minimal rituals over maximal steps. Our approach resists product overload. Choose what you need; skip what you don’t.
• Ethical sourcing & local first. Rather than chasing exotic ingredients, we invest in integrity, traceability, and respecting ecosystems.
• Carbon accountability baked in. We offset emissions, partner with credible projects, and carry shipping burdens ourselves.
• Packaging you can feel good about. Glass + recycle + reuse + reduce = less guilt when your routine glows.
• Values beyond profit. We’re driven by purpose, not fads. We don’t chase hype, we chase harmony for your skin, your well-being, and the soil beneath our feet.

And of course, we want to keep doing better. The journey of sustainability is not a tidy destination; it’s an ongoing commitment, and we hope you’ll walk it with us.

The human cost: overconsumption, waste, and self-worth

It’s not just the planet that loses when we overconsume, but you can get lost, too. The allure of “just one more serum” can tap into insecurities: “If only I had the latest, the trendiest, the influencer-endorsed secret, then I’d be truly radiant.” That mindset fuels our insecurities, waste and dissatisfaction.

Sustainable beauty should heal that loop. Use less. Choose wisely. Cultivate mindfulness. See your skin as living, responsive, evolving. It's not a project to be conquered. When you slow down, you give your skin (and yourself) space to rest, reflect, and respond.

This is why Jenny Nordic Skincare is minimal not just for ecology, but for your mental space. Because your skin and your mind deserve gentleness, not overwhelm.

Introducing our Glow & Give Back Campaign — let’s give back, together

I’m thrilled to share something close to my heart. As we head into the season of giving, from 1st November through 31st December, JNS is launching a Glow & Give Back campaign:

• We’ll donate a portion of every single order in November & December to a charity chosen by you, our community.
• Plus, as a thank you, you can enjoy 10% off your entire order during November & December.
• At the end of the year, we’ll transparently share the total donated, the charity selected, and the impact your support made.

Why this matters: beauty shouldn’t be self-indulgent at the expense of purpose. With your purchase, we’re weaving in generosity. Every jar becomes a ripple of good for skin, for people, for the planet.

I want you to feel proud that your choices aren’t passive. You’re voting with your purchase for a kinder, gentler, more conscious future.

How to be a conscious skincare consumer (3 small habits you can start today)

1. Pause before you purchase. If it’s new and trending, ask: Do I need this? Can it replace something I already own?
2. Do ingredient checks. Favour simplicity and transparency over opacity. Ask: Can I trace this ingredient? Is it sourced ethically?
3. Reuse + upcycle + recycle. Before discarding packaging, think: can this bottle become a travel jar, a plant pot, or a refill vessel?
4. Support brands with values AND accountability. Brands that bake in carbon offsets, transparency, modest rituals, and community care deserve your attention.
5. Hold brands accountable. If you see marketing claims that don’t add up, ask questions. Demand transparency. Push for better.

The “Better, not perfect” mindset

If sustainability were a mountain, many skincare brands are still climbing the base camp. The path is rugged, full of trade-offs, costs, and unintended consequences. But what's important is intention, reflection, and willingness to iterate.

At Jenny Nordic Skincare, we know we’ll make mistakes. But I promise: we won’t hide them. We’ll learn, improve, and evolve with you.

Blaming “skincare” wholesale is too easy. The real shift is in how we consume, what we support, and how brands commit, not just to profits, but to care.

Final thoughts

Can skincare or vanity products really be sustainable? In the absolute sense, maybe not yet. But they can be more sustainable, more honest, more aligned. They can reduce harm, invest in good, and invite reflection. And that’s what the journey is about.

I’m so honoured that, as part of our community, you’ll be walking this path with me. From 1 November through December, every order becomes a gesture of care — for your skin, for humanity, for the planet. Let’s make this holiday season more luminous, inside and out.

Love,

Jenny, the founder of Jenny Nordic Skincare

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