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 the beauty industry, but Erika Hartgrove is more than about meeting the status quo.
“Nefer Kemet sees clean beauty as an opportunity to go beyond just being ‘free from harsh chemicals.’ Our primary objective is to contribute to a healthier planet while delivering opulent experiences actively,” she says, highlighting that eco-friendliness is a luxury. Consumers are now more informed, discerning, and demanding than ever.
They want their products to be as ethically made as they are effective. To that end, brands like Nefer Kemet offer products that balance lavishness and sustainability. Nefer Kemet’s green perfumes contribute to a vision where luxury and sustainability are not mutually exclusive.
For instance, the brand’s flagship line of perfumes is made from sustainably sourced botanicals and packaged in recycled materials. Each fragrance tells an olfactory journey, blending the ancient with the modern, the exotic with the familiar. The Akhet perfume oil, for instance, is one of their best-selling fragrances.
Apart from being vegan, cruelty-free, and alcohol-free, this roll-on scent lives up to its name, which translates to “horizon.” Instead, this can be discerned — or smelled — through its top notes of blood orange and sugar plum. Its sophistication is further solidified in its middle and base notes of Egyptian jasmine, white rose, amber, vanilla, and cedarwood.
From its signature scents to its environment and human-friendly ingredients, Erika Hartgrove attributes the brand’s success to quality and its roots in ancient wisdom. “Nefer Kemet is inspired by ancient Egyptian culture. It was such a rich history of beauty rituals that solidified them as timeless decadence,” she explains.
The brand’s methodology speaks volumes about the direction the industry is moving in; one where sustainability is no longer a niche but a necessity. There is no denying the uptick in consumers now willing to pay more for products that support sustainable practices. As clean beauty and high-end beauty products merge in definition and use, Nefer Kemet is on the brink of leading the reimagining of the future of fragrances.
Moreover, the brand’s progressive take on sustainable luxury inspires others in the industry to rethink their practices. With consumers taking the initiative to take better care of the environment, the demand for brands prioritizing ethics and aesthetics is only set to grow. Erika Hartgrove is optimistic about the possibilities.
“This is the beginning of a significant revolution,” she says. “There is no finish line when it comes to creating ethical beauty products, it will constantly change and evolve according to the current needs for the greater good.” In a time where luxury is often synonymous with excess, Nefer Kemet proves that blending ancient wisdom with modern reinvention sets a new standard for what clean beauty can — and should — be.
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