Choosing our beauty and personal care products has become such an incredibly serious business. On a daily basis we are confronted with ultra manipulative marketing tactics from big cosmetics companies, not to mention ‘greenwashing’, through to health scares about toxic ingredients in our cosmetics, and debate about what ‘natural’ really means. With such a barrage of marketing and information, its time for us as consumers to bring a renewed sense of balance – and fun – back to our beauty shopping.

What are we facing? On the one hand, the subtle (or not so subtle!) message from big cosmetics companies that unless we buy their product we will not look sexy enough, or young enough, or be able to achieve the lifestyle and social acceptance we desire. Playing on fundamental human fears of not being good enough, images of these “super gods and goddesses” loom over us on a daily basis. We succumb to false promises. And to purchases based on fear.

On the other hand, greater awareness of the ingredients used in mainstream cosmetics has done much to expose the lies and often irresponsible practices of these companies. This can empower us as conscious consumers with greater knowledge and understanding of the products on offer. However, it can also lead to scares about ingredients that are not always grounded in scientific research. As we seek to make the best possible choices for ourselves, our families and our planet, this can lead to hysteria and fear about any chemical ingredients. As well as counter warnings that natural ingredients may be equally harmful. And to purchases based on fear.

In all of this, it is important that we strive for a sense of balance. As we become more conscious of our impact on the world around us we are challenged not simply to turn backwards and shun our current way of life. But to move forward and find a new balance between older knowledge (e.g. – herbalism, plant based remedies) and modern advances (e.g. – medicine, cosmetic science). To embrace the latest advances without forgetting our roots.

And then there’s the sense of fun! Our beauty and personal care choices can be about nurturing ourselves, enjoying our bodies, and expressing our inner beauty. Here we bring in our sense of enjoyment and our gut feelings to help us make good product choices. This is also a balancing factor to educating ourselves about what we’re buying – it brings in questions like: how do I feel about this product? do I get a sense of integrity from the company selling it? In our fashion-lead society, this trust in our own feelings is largely forgotten (and often maligned) as we swing from one fad and hype to the next.

It’s up to us to be aware of the influences around us, the information available, and bring into play our own discrimination and gut feelings to make empowering product choices.

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