Beauty, Sustainability


Beauty products have increased as much as plastic itself in the last 25 years. While it seems like we are taking care of ourselves, we have actually lost awareness of how much we are damaging our planet with the whole production chain behind a single product. Plastic waste, deforestation, batteries, poor recycling, etc. FOREO has taken a step forward and we think the company’s spirit and actions are so much of an example and inspiration that you have to read about it and hopefully it will change your awareness of consumption in a good way…

In an effort to slow the ecological crisis caused by deforestation, leading Swedish beauty-tech company FOREO has partnered with One Tree Planted and launched the “Made To Last, Not Break Fast” campaign, pledging to plant a tree for every order placed on during the brand’s sustainability campaign.

“Since its launch, FOREO’s mission has been to make the world a better place, which means making a commitment to preserving our planet. Our customers have reported that their FOREO products are still working perfectly even after 8 years of use and are still as good as new, with a very good battery life. By creating high quality sustainable products, we minimize our environmental footprint and when it comes to sustainability, we are not afraid to get our hands dirty – literally, so this year FOREO will plant a tree for every order placed during our Earth Day campaign. 2400 trees are cut down every minute and by the time you finish reading this sentence, three more hectares of forest will be lost”, explains Boris Trupcevic, CEO of FOREO.

Reforestation will help reduce soil erosion, thus protecting aquatic life. Forests have the capacity to regenerate naturally. However, in extreme conditions where fire intensity is very high, seedlings can be permanently damaged. This can lead to the conversion of the pre-fire forest to another type of forest or to non-forest vegetation and, consequently, to the loss of habitat for many animals. Reforestation will also increase the potential for carbon sequestration, which will reduce the amount of carbon dioxide in the atmosphere, a crucial element in the fight against global climate change.

The Swedish beauty-tech giant has become known for breaking codes and demanding greater transparency, highlighting one of the most common malpractices in the consumer electronics industry. Last year, FOREO called on companies around the world to end planned obsolescence and protect our beautiful planet from the overflow of electronic and plastic waste. According to the UN’s Global E-waste Monitor 2020, a record 53.6 million tonnes of e-waste was produced in 2019 globally – a 21% increase in just five years and a forecast of 74.7 Mt by 2030 – a near doubling of e-waste tonnage in just 16 years. FOREO fights against planned obsolescence by making high quality products that prove they can serve their loyal customers for up to 8 years while maintaining performance and style.

FOREO is an innovation powerhouse strongly driven by an entrepreneurial spirit and a passion for sustainable living. Rather than providing one-off treatments to our clients, through technology and innovation, we provide endless home treatments with spa-level results, saving not only time and money, but more importantly the resources of our nature. Our approach to business is based on the same philosophy: rather than fixing a problem, we get to the heart of the matter and implement a permanent solution. What makes this project particularly dear to us, apart from its obvious ecological benefits, is the opportunity to stimulate local micro-enterprises focused on cultivation, planting and sustainable management of native forests, which not only promotes sustainability, but also supports local communities,” explains Mr Trupcevic.

Plastic is another major issue when it comes to the global transition to a more sustainable lifestyle.
While it is not possible to completely eradicate the use of certain types of plastic because of their hygienic properties, we can produce sustainable products that will require minimal or no replacement. Plastic toothbrushes, for example, take over 400 years to decompose in landfill, meaning that all plastic toothbrushes created since their invention in the 1930s are still in existence. It is estimated that 3.6 billion plastic toothbrushes are used each year worldwide, while the average person uses 300 in their lifetime. In direct response to these alarming figures, FOREO products, such as the ISSA electric toothbrush, are designed for durability and longevity – offering reusable, hygienic and sustainable solutions that can reduce the consumption of disposable personal care products such as plastic toothbrushes and wipes, making the Swedish brand a greener alternative.

“The way companies should take a position is very simple: by making their products last as long as possible. It’s putting the environment and consumer interests ahead of profits and it’s honestly much more effective than donations or acquiring certificates to hide behind.
There may be a short-term downside, but in the long run there is no alternative. Awareness of the practice of making products unusable is growing, especially when governments force major manufacturers to stop intentionally reducing the performance of batteries or appliances, which is just one example,” concludes Trupcevic.

Our conclusion is that choosing FOREO means choosing a better future for our planet, directly for yourself and for generations to come.



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