All packaging is recyclable, according to H&M. In addition, the plastics in the primary containers are made of recycled material.
Conscious Beauty is certified by Ecocert, the first third-party certification body to develop standards for so-called “natural and organic cosmetics. The standard that H&M follows requires the absence of genetically modified organisms, parabens, phenoxyethanol, nanoparticles, silicon, polyethylene glycol, synthetic perfumes and dyes, and animal-derived ingredients (unless naturally produced by them, such as milk or honey).
Products must consist of at least 95 percent plant-based ingredients. A minimum of 10 percent of all ingredients by weight must come from organic farming.
“We already offer conscious choices with our fashion collections so it is natural for us to have the same offering within our beauty collection,” Sara Wallander, concept designer at H&M Beauty, said in a statement. “We always aim to develop our products to high and responsible standards in both materials and production. With the conscious range we have taken this philosophy even further. We are very proud to now be able to offer organic beauty to our customers.”