Flow with the blue beauty movement

As the health of our oceans rises to the forefront of the sustainability agenda, the personal care industry is called to rethink its impact through marine-safe innovation and ocean-conscious care.

Dr. Sarita Sangthong, Assistant Professor at the School of Cosmetic Science, Mae Fah Luang University, a member of the Green Cosmetic Technology Research Group, mapped out the emerging paradigm of Blue Beauty during her presentation at the 2025 ASEAN Personal Care Technology Summit held from June 10-11 in Bangkok.

Dr. Sarita Sangthong, Assistant Professor, the School of Cosmetic Science, Mae Fah Luang University, and a member of the Green Cosmetic Technology Research Group

Green to blue: A broader industry commitment

With its emphasis on natural ingredients and low-impact production, Green Beauty is here to stay, and Blue Beauty takes this commitment further, extending it to the health of oceans and marine ecosystems. As Dr. Sangthong outlined in her presentation, the Blue Beauty Movement is not only a trend, but a push for change incorporating reef-safe formulations, ocean-bound packaging solutions, and a circular economy model that gives back to aquatic environments.

She reiterated that Blue Beauty is firmly aligned with several UN Sustainable Development Goals (SDGs) that reflect its holistic vision for sustainable transformation:

SDG 12: Responsible Consumption and Production   Blue Beauty addresses this goal by urging brands to rethink their entire product lifecycle—from ingredient sourcing to packaging disposal. It promotes waste minimization, refillable designs, post-consumer recycling, and upcycled ingredients as tools to reduce overproduction and overconsumption.

SDG 3: Good Health and Well-being   By eliminating toxic and bio-accumulative substances such as microbeads, chemical sunscreens, parabens, and triclosan from personal care formulations, Blue Beauty should not only protect marine life but also reduce exposure to potentially harmful chemicals for humans. It encourages the formulation of safe, clean products that support skin health and long-term well-being.

SDG 6: Clean Water and Sanitation  Blue Beauty calls for biodegradable, water-safe, and low-pollution formulations aligns with the global push for clean water. By reducing the release of persistent microplastics and water-contaminating residues into wastewater systems and natural bodies of water, the movement supports healthier ecosystems and communities.

SDG 14: Life Below Water (Core Alignment)  Blue Beauty calls for industry-wide accountability in safeguarding aquatic biodiversity: to conserve and sustainably use the oceans, seas and marine resources for sustainable development. Oceans cover more than 70% of the planet and are vital to biodiversity, climate regulation, and human survival. Yet, they are increasingly under threat from plastic pollution, chemical runoff, and unsustainable resource extraction. It promotes ocean-safe ingredients, plastic waste reduction, marine-friendly formulations, and active engagement in ocean conservation projects to protect biodiversity and marine ecosystems.

The beauty industry plays a critical role in this equation, with over 8 million tons of plastic from 120 billion beauty plastic units entering the oceans annually, much of it from personal care packaging. By 2050: Plastic in oceans could outweigh fish. Marine life is directly impacted by plastic pandemic, the widespread use of harmful UV filters and microbeads.

Photo: SDGs wedding cake I Stockholm Resilence Centre, Stockholm University 

Consumer relevance

Market dynamics and a growing cohort of eco-conscious consumers, particularly Gen Z and Millennials, are said to demand sustainably produced cosmetic and personal care products. As Dr. Sangthong emphasized, brands that adopt Blue Beauty principles can harness new market opportunities while fostering stronger brand loyalty and differentiation. In connection to this,  she also The Five Core Pillars of Blue Beauty as follows:

1. Ocean-safe ingredients

Blue Beauty promotes reformulation strategies that remove substances proven to harm aquatic life. It prioritizes ingredients that are safe for marine environments, particularly focusing on reformulating sunscreens and exfoliants. Common sunscreen chemicals such as UV filter; oxybenzone (benzophenone-3); homosalate and octinoxate (OMC), octocrylene, avobenzone, parabens, triclosan, and certain nanoparticles, which are known to harm coral reefs and marine species.

The movement further recommends using marine-friendly options such as non-nano mineral UV filters like zinc oxide and titanium dioxide are less likely to penetrate marine organisms. Biodegradable formulations that break down safely in ocean water and are water-resistant that adheres to the skin and maintain its efficacy when exposed to water while minimizing environmental release. For example: some brands have launched reef-safe sunscreens using non-nano zinc oxide.

Blue Beauty also steers clear of polyethylene microbeads which were once popular in facial scrubs but are now banned in several countries due to documented ingestion by fish. The preferred alternatives to these exfoliating beads are salt and sugar crystals, ground plant seeds (e.g., walnut shells, apricot kernels), cellulose and microcrystalline cellulose (e.g. sugar cane and coconut), and wax beads from hydrogenated oils or esters (e.g. jojoba beads). These options are not only aesthetically pleasing, but more importantly effective as abrasives, formulate compatibility, and are approved by regulations in most countries.

 2. Sustainable marine sourcing

This pillar focuses on using marine-derived actives ethically and responsibly, leveraging the natural bioactive found in coastal and underwater ecosystems. The direct sources include coastal plants, mangrove forests, algae, seaweed, and plankton—all rich in polysaccharides, Vitamins and minerals, peptides, mycosporine-like amino acids (MAAs), unsaturated fatty acids, marine collagen, pigmented antioxidants (e.g., fucoxanthin) and polyphenols. Indirect sources (by-products) such as chitosan from crustacean shells, marine collagen from fish skin and scales. unsaturated fatty acids from seafood processing waste such as fish head and skin.

However, the challenges are how to ensure sustainable harvesting and prevent over-extraction, the risks of chemical contamination (e.g., heavy metals, microplastics, oil spills), the climate change and biodiversity threats, the need for biotechnology, bioengineering, and marine science collaboration. For examples, brands like Biotherm (Life Plankton™) and Algotherm use sustainably cultivated marine extracts.

3. Water conservation

With freshwater becoming increasingly scarce, Blue Beauty promotes both water-saving products and efficient manufacturing processes. The waterless formulations products; solid and concentrate such as shampoo bars, powdered cleansers and masks, anhydrous serums and balms. These forms do not require water in their formulation and use less water during application.

Sustainable manufacturing demands waste minimization by upcycling, efficient cleaning and rinsing systems, closed-loop water management. For example, L’Oréal’s waterloop factories recycle and reuse process water in closed systems.

4. Plastic reduction and refillable packaging

As the beauty industry is a major contributor to plastic waste, Blue Beauty seeks to reverse this through plastic-free innovation and minimal circular design. Solutions are Post-consumer Recycled (PCR) plastic content, reusable and refillable packaging systems including alternative packaging materials: paper, glass, aluminum, bio-based plastics. An example of this would be L'Occitane’s eco-refills for shampoo and soap.

5. Ocean conservation support

Blue Beauty encourages brands not just to avoid harm, but to protect marine ecosystems. Brands can initiate support conservation by donating profits to marine NGOs, hosting or funding beach cleanups, sponsoring coral reef restoration, and launching campaigns to educate consumers on marine protection.

A tide worth following

To recapitulate Dr. Sangthong’s message: Blue Beauty is not simply a market trend, but a moral evolution that has begun. It anchors on five core pillars: ocean-safe ingredients, sustainable marine actives, plastic reduction and refill innovation, brand-led ocean conservation efforts through public campaigns, educational outreach. It will empower the personal care industry to become a force for ocean restoration and sustainability. By embedding the values of SDGs into brand DNA, companies can contribute to a future where beauty is regenerative, not extractive.

To go with the flow, new investments in R&D, supply chain validation, and transparency systems, will be necessary. Some companies may struggle with consumer education, especially in markets where Blue Beauty is still unfamiliar. But what is the upside? It reveals innovation in ingredient sourcing and formulation, enables market differentiation through sustainability storytelling, and bolsters brand resilience. It can position companies for future compliance with ESG-driven regulations.

Main reference:

The Blue Beauty Movement and what it means to the personal care industry. A presentation by Dr. Sarita Sangthong at the ASEAN Personal Care Technology Summit conducted by Ringier Events from June 10-11 in Bangkok, Thailand.

Other references:

Not Sold on Face Scrubs? Here’s Why You Should Know About Jojoba Beads

https://blog.reneerouleau.com/jojoba-beads-gentle-face-scrub/

Microbeads Then and Now: Polyethylene and Alternative Next-gen Abrasives

https://www.cosmeticsandtoiletries.com/formulas-products/bath-shower/article/21836889/microbeads-then-and-now-polyethylene-and-alternative-nextgen-abrasives

Photo: The SDGs wedding cake. Stockholm Resilience Centre, Stockholm University. https://www.stockholmresilience.org/research/research-news/2016-06-14-the-sdgs-wedding-cake.html

Photo: