Opinions expressed by Digital Journal contributors are their own. Sustainability must be the starting point in this age, which burns resources at the speed of light. From phasing out single-use plasticware to joining the clean beauty movement, there are a hundred and one ways to make one’s lifestyle more eco-friendly — without sacrificing the finer things in life.
“The clean beauty movement is a return to nature. It’s taking the fundamentals of health and wellness to provide a solution to those seeking gentler products for the environment and inhabitants,” says Erika Hartgrove, founder of Nefer Kemet , as she reflects on the shifting structures of luxury beauty. The beauty industry is a kaleidoscope of trends, especially in the subcategory of fragrances.
Each year brings new promises of unique scents, extended wear time, and, in recent times, a greener conscience. In 2024, “clean beauty” has outgrown its roots, blossoming into a full-fledged movement that demands more than just the absence of harmful chemicals. This has become about holistic methods for luxury that embrace the environment with the same fervour as innovation.
Nefer Kemet has taken it upon itself to steer this initiative, giving luxury beauty the clean makeover it needed. Nefer Kemet, named after the ancient Egyptian phrase for “the beautiful Black land,” reinvents luxury in an era where consciousness and extravagance are almost one. The brand has become associated with eco-consciousness in th.