The term "Clean Beauty" is increasingly heard in the world of cosmetics and has a very clear objective: cleaner beauty. The growing environmental concern and the increasingly conscious choices of consumers have meant that cosmetic laboratories have to rethink, review and reinvent new, more sustainable and ecological alternatives.
But what does “Clean Beauty” mean?
There is still no exact definition and, therefore, there may still be several interpretations. However, in order to consider a product as “Clean Beauty”, it must not contain controversial ingredients in terms of environmental and health impact.
One of the examples of these controversial ingredients are silicones, which, despite favoring very pleasant galenics for cosmetic products, are deposited and accumulated in groundwater. These ingredients can be found in shampoos, creams, foundations, shadows, lipsticks, etc.
But this concept can be even more comprehensive and involve many other concerns, for example, the products must be cruelty-free (meaning that it was not necessary to kill or hurt an animal to extract or test an ingredient or final product); manufacturing processes must be safe and non-polluting; the packaging must be in recyclable formats and associated with low energy consumption.
Labor exploitation and even child labor are also a concern. What is the point of a product being “more natural”, when there are children being exploited for the extraction of raw materials?
We quickly realize that, in order to achieve a cleaner beauty, countless measures are needed on the part of laboratories and also that consumers remain increasingly informed, so that they can make more conscientious choices towards a more sustainable planet.
Sustainability presupposes a concern for the generations of the present, but also for the generations of the future, guaranteeing quality of life for all. It is by protecting the vital resources that we have today, and united by a common good, that we will achieve economic growth that is friendly to the environment and to people.
APIVITA, founded in Athens in 1979, is a responsible organization that offers effective and natural beauty solutions for the face, body and hair, valued by ecological cosmetology.
Inspired by the eternal synergy between bees and Greek nature, APIVITA encapsulates in its signature its passion and its environmental and ethical commitment, always with the aim of creating and spreading value: value for the environment, value for society, value for the economy.
The development of each product is carried out in a spirit of sustainability and responsibility and in a respectful view of the beauty of nature and people.
Taking into account its values, its mission, and all the measures and initiatives that APIVITA has been adopting over the years, it is classified as “Clean Beauty”.
Here are examples of the measures and initiatives developed byAPIVITA:
- Highly natural formulas (85-100% of ingredients of natural origin), it does not use controversial ingredients for health and the environment and its products are “cruelty free”.
- Efficiency and safety with minimalist formulas, dermatologically tested.
- Supply of local and traceable raw materials, crops from renewable sources with a low ecological footprint, always with a commitment to protecting species at risk and preserved territories.
- Recycled and recyclable packaging with energy management, waste and water management for reduced climate impact.
- APIVITA's bioclimatic headquarters is one of the most advanced ecological buildings in Greece. The facilities are a realistic symbol of sustainability, innovation and the interconnection of the workplace with a natural environment. As of June 2021, the building will have BREEAM certification (the first sustainability assessment system in construction to offer an environmental seal for buildings. This system is currently one of the most renowned systems and widely disseminated internationally.)
At APIVITA 100% of the energy used for the production of products and for the maintenance of the building comes from renewable energy sources, mainly solar and wind energy.
Since bees and Greek flora are the main inspiration, their protection is a must. About 1 million bees live in 25 hives free of pesticides and chemicals at APIVITA's facilities. There is also a Hippocratic botanical garden that is a member of BGCI (Botanic Gardens Conservation International) and contains more than 250 species of plants.
- B CORP: APIVITA was the first Greek company to be recognized for the most prestigious certification in the world, awarded to companies that meet the highest standards of social and environmental impact. It was honored in the “best environment minded company” category, taking into account the prominence of its actions for the preservation of the environment.
- 1% FOR THE PLANET: a non-profit organization, recognized worldwide, which amplifies awareness actions on the protection of nature, with a focus on the preservation of species at risk. APIVITA donates 1% of the value of global sales in e-commerce and BEE SUN SAFE sunscreens to this organization.
- APIVITA also participates in other initiatives aimed at preserving the natural habitat of bees, promoting green and responsible beekeeping methods, together with local beekeepers. It also develops projects within schools, educating new generations about the importance of bees for nature and humanity.
We all yearn for a better world where the “Clean Beauty” concept is a true reality, so it is important to become a truly sustainable society. For that we can follow the example of the bee society. Through pollination, they contribute to the maintenance and renewal of the ecosystem. The hive is a super organism governed by the principle of the common good. It is a sustainable society that works in perfect harmony to provide future bees with the ideal conditions to live with quality of life.