Virtually all of the mainstream creams and lotions you can buy are white in colour. The shelves of your local shops are packed full of white skincare. Let's face it - most people would be stunned if the creams they'd been purchasing for years suddenly turned green, pink or yellow.
I asked myself this question earlier this year and decided to find out. I wanted to understand why shoppers are increasingly looking for natural or organic alternatives to the mainstream formulations that have filled bathroom cabinets for decades.
If you want to buy from a zero waste beauty brand, what should you be looking for? Let's go through the life cycle of a beauty product and unpick its journey from cradle to grave so that we can build up a clearer picture.