Source :NEWS18 NEWS
Last Updated:June 08, 2025, 08:38 IST
True sustainability lives not in campaigns, but in the quiet, consistent choices brands make every day.
In India’s dynamic beauty and wellness space, a few brands are proving that sustainability isn’t just a seasonal sentiment—it’s the soul of their operations.
In a post-World Environment Day landscape, when the hashtag buzz has quieted and the green-themed campaigns have wound down, the real test for brands begins. It’s not about what’s said on June 5, but what’s practiced every day after. In India’s dynamic beauty and wellness space, a few brands are proving that sustainability isn’t just a seasonal sentiment—it’s the soul of their operations.
Nature First, Always: Himalaya Wellness’ Ongoing Commitment
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At Himalaya Wellness, sustainability is embedded deeply within its identity. The 90-year-old wellness brand, known for its nature-backed formulations, continues to walk the talk long after the world’s attention shifts from World Environment Day.
“At Himalaya Wellness, caring for the environment is a natural extension of our purpose—caring for people,” says Ragini Hariharan, Marketing Director, Beauty & Personal Care, Himalaya Wellness. “As a wellness brand rooted in nature and guided by science, sustainability is not a separate pursuit but an essential part of who we are and how we operate.”
This philosophy translates into action across multiple fronts: responsibly sourced, plant-based ingredients; recyclable packaging; water-efficient manufacturing processes; and a steady push to reduce plastic usage. The brand is also championing regenerative agriculture—an initiative that not only nurtures soil health and biodiversity but also uplifts the livelihoods of farming communities that form the backbone of its supply chain.
“We also recognize that building trust goes beyond action—it requires measurable impact and open communication,” Hariharan adds. “Our marketing efforts focus on making sustainability accessible and aspirational, helping consumers make informed, conscious choices that align with their values.”
Their ethos goes beyond green branding, it’s about balance. “We reaffirm our commitment to creating gentle, effective products that are also kinder to the Earth,” she emphasizes. “Because what’s good for you must also be good for the planet.”
Purpose Over Posturing: Traya’s Thoughtful Take on Packaging and Plastic
Meanwhile, Traya, a digital-first wellness brand focused on hair and holistic health, has chosen to lead with quiet conviction rather than performative pledges. For co-founder Saloni Anand, sustainability has never been about seasonal optics—it’s about persistent, practical choices.
“At Traya, we’ve always chosen to do what’s right over what simply looks good,” Anand says. “Sustainability has been a conscious choice—our use of 100% decomposable brown packaging to house our products is a deliberate step towards reducing waste at every touchpoint.”
In an industry often tangled in layers of glossy packaging, Traya’s minimalist approach is both a design decision and an ethical stance. Beyond packaging aesthetics, the brand is tackling plastic waste head-on. Through a dedicated recycling program, Traya has successfully diverted over 12.5 metric tons of plastic from landfills—a feat few young D2C brands can claim. And that’s just the beginning.
“We’re working towards introducing 100% recyclable bottles as part of our long-term packaging innovation,” she adds. “These may seem like small changes, but they’re part of a larger responsibility we owe as a brand.”
The team is acutely conscious of the environmental cost that can come with digital scale. Anand notes, “Our goal has never been just to build a big brand, but to build one that’s genuinely good, for people and for the planet.”
Sustainability as Culture, Not Campaign
As the echo of Environment Day slogans fades, brands like Himalaya Wellness and Traya remind us that true sustainability doesn’t live in headlines—it thrives in the quiet, consistent choices made behind the scenes. Whether it’s regenerative farming or responsible packaging, these companies are shaping a blueprint for what long-term impact looks like in beauty and wellness.
Because for the planet, every day needs to be Earth Day. And for mindful brands, every choice is a chance to honor that truth.
About the Author
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl…Read More
Swati Chaturvedi, a seasoned media and journalism aficionado with over 10 years of expertise, is not just a storyteller; she’s a weaver of wit and wisdom in the digital landscape. As a key figure in News18 Engl… Read More
- First Published:
June 08, 2025, 08:38 IST
SOURCE : NEWS 18
