THE WHAT? L’Oréal-owned Biotherm has announced that it is dedicating itself to Blue Beauty, which it defines as ‘beauty that comes from water and gives back to it’.

THE DETAILS The brand’s new strategy encompasses all aspects of its value chain, from the sourcing of natural ingredients to formulas and packaging though the end products’ life, in order to minimize their environmental impact on the ocean and other aquatic ecosystems.

To that end, it has set itself some ambitious objectives through 2030 in four key areas: ingredients, formulas, sustainable design and community empowerment. For example, by 2030, 100 percent of the biobased ingredients for formulas and packaging materials will come from sustainable sources and none linked to deforestation, its skin care formulas will be 90 percent biodegradable, all plastic packaging will be refillable, reusable, recyclable or compostable and every local market will have a NGO partner to organize beach cleaning.

THE WHY? Grégory Benoit, Global Brand President of Biotherm, explains, “Biotherm comes from water and wants to give back to it. We believe in doing more than limiting our environmental impact. Blue Beauty is not only our philosophy; it is a journey that’s progressively taking us from a committed brand to a fully sustainable one. Our Blue Beauty strategy ties in decades of scientific expertise in the realm of Blue Biotech with our Blue sustainability commitments.”