The words “green beauty” have long held court when it comes to considering how beauty products impact the world around us, but nature’s most synonymous hue no longer encompasses a brand’s true impact. The unregulated term, that rolls off marketers’ tongues, doesn’t highlight the real effect of a product on our planet from its conception to completion.

While a “green” brand may boast natural, ethical ingredients the packaging or supply chain may be anything but and although ingredients from nature may be essential elements in a product, harsh chemicals may round out the mix. It appears the term green has lost some of its sheen.

Enter “Blue Beauty,” coined by Jeannie Jarnot, a longtime spa director and beauty expert, back in 2018. The change in color palette came with a need to shake things up in the industry. The term blue was developed to differentiate between brands that create products that limit their environmental impact, and brands that want to do more and positively impact the world around them.

“We see blue beauty brands as those that want to be part of the solution rather than lessening their involvement in the cause,” said Svante Holm, co-founder of Beauty Disrupted, a luxurious French Swedish beauty bar brand that launched in 2021. “They’re brands that want to raise the bar on eco-accountability.”

Since its inception in 2018, blue beauty has also become synonymous with beauty brands who consider and protect our oceans and waterways. Every year some 80 billion shampoo and conditioner bottles are trashed. Few are recycled and many end up in our oceans. When the co-founders of Beauty Disrupted heard this staggering figure, they quit their tech careers and set out to develop a range of consciously crafted premium beauty bars that are completely free of plastic and harsh ingredients but loaded with the finest natural ingredients and 100% organic scents from Grasse.

“We didn’t just want to make an excellent product,” said Alban Mayne, co-founder of Beauty Disrupted and a passionate ocean lover who has seen the impact of plastic in our oceans firsthand. “We wanted to create something that helped shift the mindset around luxury and sustainability being mutually exclusive. We wanted to create something that prioritized the planet at all steps of the process while also offering a luxurious and absolutely amazing experience.”

The brand’s gender-neutral beauty products are crafted with 100% renewable energy and the bars are virtually free of water. In contrast regular shampoo contains up to 70% water, not to mention conditioner which can contain up to 90% water. So, instead of shipping water around the world, the company lets consumers add all the water they want in their own showers. Taking out the water allows for significantly smaller packages, reduced shipping emissions and bars that last at least as long as two regular sized bottles. The bars are packaged in beautiful recycled and recyclable cardboard, carefully crafted by a family-owned, fourth-generation box maker in a medieval village in the South of France. The company thereby completely avoids the use of plastic. By making the bars and the packaging in the same area, they also avoid a lot of unnecessary shipping.  The company’s commitment to making a positive change doesn’t end with production and delivery though. Beauty Disrupted also donates 20% of profits to organizations that fight for the planet and against climate change.

20% of profits from their Ocean Magic collection go directly to organizations like Sea Shepherd, who actively work for the oceans. Like the initial intention of the term blue beauty, Beauty Disrupted’s vision doesn’t stop at the sea. Each collection supports a different cause. Twenty percent of profits from Alpine Glow sales go to organizations that protect our glaciers and mountains, and Amazonian Amour supports groups dedicated to protecting our rainforests.

The blue beauty concept helps encompass a more comprehensive eco-minded outlook on clean, green beauty, while also reminding people of the importance of our oceans.

“While the term blue beauty is not as well known as green beauty we believe that the concept will continue to make waves in the beauty industry,” added Holm. “Consumers are seeking authentic brands that infuse their passion for our absolutely incredible planet into their products.”