Mala McAlpin The natural beauty trend is here to stay.
Sydney is about to play host to an exciting industry-first event, focused around natural beauty. The day is set to be somewhat of a mini wellness expo, designed to immerse both consumers and business owners, as well as media and buyers, in all things clean, natural, organic, sustainable, and ethical. Founded by Cathy Tolpigin, a professional makeup artist who only uses clean and ethical beauty in her pro kit and personal makeup bag, the event aims to help make green beauty totally mainstream by promoting truly green brands and eliminating consumer confusion.
We chatted to Cathy about her vision for the industry-first event, and what professionals can expect to see on the day.
What sparked the idea for the Green Edit?
The Green Edit is a B2B & B2C platform to support and promote truly natural, sustainable, ethical and cruelty-free beauty, wellness and lifestyle brands.
Currently no such platform exists in Australia. Having worked with many green beauty brand founders as an organic makeup artist on their campaign shoots and various projects, I had the opportunity to get to know them and hear about their businesses, the beauty industry in general, their challenges etc.
The Green Edit is unique as it was created with input, advice and feedback from green beauty and lifestyle brands so that the event was a tailored platform that would work to support, promote and help them grow.
On the consumer side, The Green Edit is the platform in the Australian green beauty space to educate, inspire and eliminate confusion caused by green washing within the beauty industry. Connections and purchases made at this event can be made with confidence knowing that all exhibitors have been vetted to ensure their products are in line with the values of The Green Edit.
What is your vision for the event?
The Green Edit is about creating a conscious community incorporating and connecting green brands with media, buyers and mindful consumers. The vision is to make green beauty and lifestyle products the norm and to support brand founders that are holistically doing the right thing by the environment, our health and for the wellbeing of animals. All exhibiting brands must be cruelty free.
All brands are hand-picked, and the standard is high as I seek the whole package: products that are high performance, innovative, on-trend, beautifully packaged and luxurious, not compromising on the very important aspects of sustainability, health and ethics.
What can attending beauty and/or wellness practitioners, business owners etc. expect on the day?
Guests are invited to enjoy a series of impeccable experiences and sensory moments as they test and try natural, ethical, sustainable and cruelty-free products and services.
It’s very hands on with everything in one gorgeous space, incorporating a wide range of products including the best organic and natural makeup, skincare, hair products, perfume, nail care, sunscreen, tanning, lifestyle and inner beauty supplements.
They have the opportunity to meet conscious brand founders and ask questions about their products and how best to incorporate them into treatments. Guests will have first access to new brand launches and new product launches at the event.
Guest experiences include:
- Organic wine, collagen mocktails, beauty elixirs and vegan canapés
- Access to panel discussions featuring inspiring brand founders
- Look & learn skincare, makeup and hair masterclasses lead by industry professionals
- Organic facials and express manicures
- Over 35 exhibitors, (including Inika, Julisa, Gaia, Edible Beauty, yoga and kinesiology ) – the best of the best in the green beauty and lifestyle space
Why is it important for professionals to introduce more clean and/or organic beauty into their practices?
This is what the consumer is looking for. Consumers are becoming more conscious and aware of ingredients and potential effects of the products they use on their health, family, environment and there is definitely more awareness about sustainability, ethics and animal testing.
Consumers are looking for the whole package when it comes to beauty products. Clean ingredients that are sustainably sourced, not tested on animals with minimal impact on the environment. Skin sensitivities are also on the rise and consumers are looking for natural alternatives rather than chemical based treatments.
There is pressure on beauty brands and beauty service providers to be more transparent about products and ingredients used in treatments; consumers are checking labels and asking questions. Personally I would forgo a facial or body treatment if the products used were not clean and cruelty free.
Will this be a one-off or annual event?
The Green Edit will be an annual event in Sydney and we are looking to offer the event in other states in Australia and potentially New Zealand.
