The The pandemic has prompted us to completely reimagine our style of beauty, as we now integrate wellness, nutrition and even fitness into the world. A philosophy that Susan Kaufman, founder of the cosmetic brand of the same name, has been embracing for nearly two decades with its natural skincare products. The Austrian expert, who has grown up in the region of Bregenzerwald, tells us about this new vision of beauty and introduces the brand’s latest innovation in the field of sustainability.
I’ve been advocating a holistic approach to beauty for nearly 20 years now. How do you explain the fact that this concept is only now spreading in the mainstream in countries like France or the United States?
I think beauty is increasingly moving in a holistic direction, which is something I have always believed in since I started my skincare brand. We all know by now that the perfect combination of exercise, nutrition, sleep and skin care is the true secret to long-term beauty. And now more than ever, with the pandemic we are experiencing, and the stress and lifestyle changes that accompany it, it is extremely important to take a holistic approach seriously in order to achieve lasting results.
What makes Susan Kaufman cosmetics different?
My brand philosophy is to support the natural functions of skin so it can function at its best and bring out its vitality. Our approach is holistic: We look at the big picture and see skin care as a means of prevention so that we can meet the specific needs of skin with our customized products and treatments. It’s not just about our products, it’s about balance: healthy eating, exercise and adequate sleep are among the most important elements. Our commitment to sustainability is unique and is reflected in every element of our production process. Whether it’s solar and thermal energy used to power our production facilities, or the responsible sourcing of plants for our formulas or innovative refillable packaging. The use of renewable resources, cutting-edge science and smart product design have been an integral part of our production methods for nearly two decades.
Can you tell us about your latest innovations in sustainable beauty?
We launched a pilot refill program for three of our best-selling products in February 2021. Our brand is the first in the world to use The Simple One, a new, lightweight plastic refill bottle developed by ALPLA. Headquartered in Vorarlberg, Austria, near our production site and headquarters in Bezau, ALPLA is a leader in the development and manufacture of sustainable plastic packaging solutions. New 250ml bottles are currently available for three of our bestsellers: cleaning gel, hand soap, and shower / shampoo.
Will this help reduce the environmental impact?
Although relatively clean in production, glass containers are heavy to transport. Our new refillable bottle is up to 60% lighter than standard HDPE bottles and reduces CO2 emissions during production, transportation and post-consumer recycling. The new, lightweight refill not only significantly reduces the carbon footprint, but also extends the life of the bottle far beyond its original single-use design. Each refill is recyclable, with its smart capless design, not only helps reduce landfill waste, but also reduces carbon emissions by 69%. Our secondary packaging is also made from 100% recyclable paper.
How will this change consumers’ beauty routines?
People these days have a direct link to their favorite brands and can figure out exactly what is important to them. Living fair and sustainable means being aware of the consequences of your lifestyle, consumption habits and acting responsibly. Everyone can contribute to making the world a fairer and more sustainable place. Natural resources – such as clean water and air – are limited and must be protected to sustain current and future life on our planet.
We could easily get lost in navigating the cosmetic scene between organic, natural and environmentally responsible. What are the ingredients in skin care that respect the skin and the planet nowadays?
From an early age, I learned to be environmentally conscious and incorporate the idea of sustainability into my daily life. Bregenzerwald is our greatest asset: wherever you are in the region, feel its energy, it is shaped by tradition along with a unique agricultural culture based on sustainability, modern innovation and solidarity that transcends terms like “clean” and “natural” high-quality, natural and potent ingredients. It must also include environmentally friendly production, sustainable innovation in packaging and manufacturing processes, and a deep respect for nature and people. This has always been our philosophy. It has always been a matter of a worldview. In everything we do, our philosophy guides our approach. We always aim to maintain the quality and effectiveness of our products, target the different needs of the skin, produce in a sustainable way and stay true to our roots and our brand values wherever we are in the world.
How can luxury affect external beauty?
In Austria, we have a comprehensive view of beauty. This means that if you stay healthy, you will look and feel better. At Susan Kaufman, we always recommend an holistic lifestyle. Everything is connected: our environment, our mental health, and our physical existence. It’s no secret that the right combination of exercise, a balanced diet, sleep and a personalized skin care regimen can provide significant health benefits. These benefits, in turn, are reflected in our complexion, in the form of a radiant and radiant complexion. ETX Studio