'Biotechnology may offer a best-of-both-worlds option because the ingredients are derived from nature but created sustainably in a lab.'
In the not-so-distant past, when the word “natural” was slapped onto a product, this would be enough to sway a consumer’s decision to purchase it. But a new generation of informed and, ergo, environmentally woke beauty buyers are after a more radical level of transparency. Beyond being natural, the ingredients must be from renewable resources and retrieved without disrupting any ecosystem or using any contaminants like pesticides or fertilizers.
“It takes a lot more land, water, sun, energy and labour to produce plant-based products because we’re actually taking resources from the earth.” It’s these kinds of pressing issues that have inspired some brands to explore other sustainable options. And that’s where biotechnology comes in. When employed in the natural-beauty realm, biotechnology may offer a best-of-both-worlds option because the ingredients are derived from nature but created sustainably in a lab.
“We’ve shown vast clinical improvement in the health of the hair as the protein is already in its functional form,” says Erin Falco, Virtue’s principal scientist. “And hair is the ultimate renewable resource.”
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