Did you know that your daily personal care routine can generate several kilos of plastic each year? More and more consumers in Spain are asking themselves this question… and searching for alternatives.
The answer lies in “zero waste” solutions: products that care for your body, your home, and the planet.
The Spanish market is undergoing an unprecedented transformation. Beauty brands are increasingly turning to natural ingredients, vegan formulas, sustainable certifications, and recyclable or reusable packaging. Is your brand prepared to connect with this new, conscious, and demanding consumer?
Personal care has evolved beyond just aesthetics—it’s now also an environmental commitment. In Spain, consumers value personal hygiene and beauty products formulated with natural ingredients, free from harsh chemicals, and with a positive environmental impact.
According to Alimarket, 41% of non-food product launches in 2023 already included eco-sustainable attributes. This highlights how “natural” has become the norm, not the exception.
Brands like Babaria, with its vegan collagen body milk, and The Fruit Company, with fruit extract lip oils, are clear examples of this shift. Others, like Bliss Nature, the manufacturer of Alma Secret, and Laboratorio SYS, stand out for their commitment to certifications like Ecocert Cosmos and IFS, reinforcing consumer trust.
How can international brands adapt to this new eco-standard demanded by Spanish consumers?
At Hola Spanish Market, we are seeing firsthand how companies are adjusting their formulas, packaging, and branding to connect with this increasingly conscious and discerning audience.
Beyond greenwashing, some beauty brands are transforming their models with tangible actions. They are reformulating, redesigning, and certifying their products to meet the demands of today’s Spanish consumer.
Notable examples include:
These changes not only respond to sustainability but also create an opportunity to emotionally connect with consumers who prioritize the ethical value of what they buy.
At Hola Spanish Market, we help brands effectively tell this story, adapting it to the appropriate channels and tone for the Spanish market.
Sustainability is no longer exclusive to premium brands. Private label (PL) brands are playing a key role in democratizing access to zero waste products in supermarkets and pharmacies.
In Spain, chains like Dia, Aldi, and Alcampo are strongly supporting this model. For example, Dia has expanded its “Imaqe Naturals” line with new vegan products in 100% recyclable packaging, all made by Bliss Nature and Ecocert certified. Aldi has adopted the doypack format, a reusable solution that reduces plastic use by over 70%. And Alcampo has introduced reusable makeup remover pads and Konjac sponges in its personal hygiene line.
Key advantages of this strategy for retailers include:
This strategic shift by these chains enables more consumers to choose sustainable options, even without changing their shopping habits. A crucial data point for international brands looking to position themselves in the Spanish retail channel.
Packaging is no longer just a logistical support—it’s part of the message. Brands are investing in eco-friendly packaging as a way to reduce emissions, stand out on shelves, and comply with increasingly stringent regulations.
Efforts to reduce plastic have led to some very innovative solutions. For instance, Banbu has created solid deodorants with reusable bioplastic applicators. Nuxe redesigned its “Rêve de Miel” line to include eco-refill packs that reduce plastic usage by up to 70%. Nicepack has turned to solid, water-free formulas with up to 95% natural ingredients, eliminating the need for plastic packaging.
These decisions not only improve environmental impact but can also become powerful selling points if communicated effectively. At Hola Spanish Market, we work with brands to convey this message to consumers in Spain, both in-store and online. Let’s talk about how to take your proposal to the next level.
The rise of zero waste in personal care is not a passing trend but a reflection of a deep transformation in consumption patterns. Today, in Spain, consumers expect more than just effectiveness from their products: they demand transparency, respect for the environment, and social responsibility.
This new reality presents a significant opportunity for international brands that know how to adapt. But it also presents challenges: from localizing the message to choosing the right channels, formats, or certifications that authentically connect with the Spanish audience.
At Hola Spanish Market, we assist brands committed to sustainability in their entry and expansion in Spain. From trend analysis and identifying the right channel, to optimizing their image and narrative for the local market, we turn purpose into real positioning.
Is your brand ready to be an active part of the shift towards more conscious consumption in Spain? We help you take the leap with strategy, experience, and market insight.