Authenticity and Transparency = Sustainability Episode 5
Telling the Truth
SAPPHO was based on both authenticity and transparency and the truth of both of these concepts is that they are fluid - their meanings change or rather expand as we learn more. The challenge is finding people that will give you the honest goods regardless of personal gain - and that goes for corporations as well. The journey to PFAS free will have many dips and turns as science catches up to the study of these chemicals - that is if they stop actually making them.
Authenticity
We are here - not experts - but humans with a will to create products that allow us to adorn ourselves and be safe at the same time. Authenticity in the beauty industry isn't just a buzzword; it's a evolution. As we navigate the aisles of beauty products, it's become increasingly important to scrutinize labels, ingredients, and the values of the brands we support. Gone are the days when we simply took a glossy magazine ad at face value. Today, we demand transparency, inclusivity, and ethical practices from the companies that promise to enhance our natural beauty. And why shouldn't we? Our skin is our largest organ, and it deserves the best—free of harmful chemicals and shady practices.
What if you were to know the guys behind all the clean beauty brands - do you ever wonder how they vote and who they support when it comes to women 's rights.
Do you ever wonder if they care at all ?
I do.
Let’s talk about what authenticity really means in this context. It's not just slapping "natural" on a bottle and calling it a day. Authenticity involves brands being upfront about their ingredients, sourcing sustainably, and ensuring their products are cruelty-free.
It means acknowledging the diverse beauty needs of women from all walks of life and creating products that cater to everyone, not just a narrow definition of beauty. It’s about brands showing us their unfiltered selves—flaws and all—and making real efforts to improve the world.
In the end, authenticity in cosmetics means more than just clean ingredients. It's about aligning with our values—supporting companies that prioritize human rights, champion diversity, and are committed to making a positive impact on the world. Because let’s be honest, we don’t just want to look good; we want to feel good about the choices we make. And when we find those brands that genuinely care, it feels like finding a hidden gem in a sea of glitter.
So, let’s keep pushing for that transparency and holding brands accountable. After all, beauty should be a reflection of our true selves—unfiltered, unapologetic, and authentically powerful.
Building Trust
When companies are open about the ingredients in their products, it builds trust with consumers. People want to know what they are putting into their bodies, and transparency allows them to make informed decisions. By listing every ingredient and explaining its purpose, companies can demonstrate their commitment to quality and safety.
Allowing for mistakes and the rectifying them as we go- the thing is science is not stagnant and information about PFAS and organic fluorine is developing very quickkly as it should) so there are a lot of changes and we are not scientists so we have to rely on public sites and those that are experts.
This is especially important when it comes to PFAS and testing for organic fluorine - Clean beauty was created to be ahead of the plethora of toxicant laden brands - without testing and more importantly reporting organic fluorine levels, the moniker of 'clean and sustainable' does not wash -- well it does but only in the 'green sense" .
Encouraging Healthier Choices
Transparency helps consumers understand the benefits and potential risks of each ingredient. This knowledge empowers them to choose products that align with their health goals, whether it's avoiding allergens, reducing pfas exposure , or opting for natural ingredients.
Ethical Considerations
Consumers are increasingly concerned about the ethical implications of their purchases. Transparency about sourcing and production processes ensures that products are sustainably and ethically made. This can lead to a more socially responsible consumer base and encourage all companies to adopt better practices. SAPPHO was not created as a business - that came later - it was set up to offer a healthier, more sustainable alternative and so it remains.
Sharing Personal Journeys
I am a dyslexic makeup artist with a 30 year career in film - an Emmy nomination, 2 Cinoma nominations ( now the CFA awards) and a Leo Award for best makeup with a background in child care and developmental psychology . I started my first line for my trailer - I had no intention of running a business and I am terrible at certain aspects . I cant wait for the day that I can pass off some of the things I am terrible at off to someone passionate about those aspects - but I do love what I do and am grateful for purpose.