Leveraging the EU’s Sustainable Consumption Pledge and EU Ecolabel: ALIANAz’s commitment to sustainable beauty

Sustainability in the beauty industry is no longer just a trend – it's an opportunity. One company embracing this is ALIANAz, a B2B producer of cosmetics who have committed to creating environmentally friendly and affordable beauty products for the European Market. With HQs in Hungary and the UK, they have already taken significant steps by obtaining the EU Ecolabel in 2022 for a variety of cosmetic products and signing the EU Sustainable Consumption Pledge in 2023. By integrating both initiatives, ALIANAz has been able to take concrete steps in the transition towards a zero pollution, circular and carbon neutral economy and gain their clients’ trust.  

Standing out from the crowd: becoming a market flagship 

In February 2022, ALIANAz achieved a significant milestone by receiving their first EU Ecolabel certification for a range of 30 face care products, including face creams, serums, masks, washes and others, making them one of the first companies to get the certification for leave-on cosmetic products.  

The EU Ecolabel guarantees that certified cosmetics contain biodegradable and renewable ingredients from sustainable sources, have minimised and easy-to-recycle packaging, and have a restricted use of hazardous substances, ensuring low toxicity to aquatic organisms. 

This accomplishment set ALIANAz apart in the industry and was reinforced by the subsequent company’s commitment to the EU Sustainable Consumption Pledge in 2023. Since then, their EU Ecolabel products have become a flagship range of a top European retailer in the UK, Germany, France, Italy, and Spain. The EU Ecolabel has distinguished this portfolio from other brands and the retailers are proud of the collaboration. 

“The EU Ecolabel is a label which addresses sustainability of the entire product lifecycle, not only formulation or packaging as most of the alternative certifications. It is a certificate we can trust, as well as our partners, clients and consumers. That is why we challenged ourselves to become one of the first companies to obtain the EU Ecolabel certification for a line of cosmetic products,” said Natali Georgieva, Co-founder and Director of ALIANAz. 

The company has reaped many benefits and opportunities from these initiatives, including cost efficiency from reduced packaging, and meeting clients' expectations for eco-conscious products. ALIANAz felt a responsibility to provide sustainable alternatives to their clients and ultimately to consumers, who are increasingly demanding such options and recognising the value of the EU Ecolabel. Additionally, the company has enhanced its reputation and gained a competitive advantage in the market. 

Greening the future: committing to the Sustainable Consumption Pledge 

The beauty industry is generating a sizable carbon footprint and a vast amount of single-use packaging. This inspired ALIANAz to address the industry's sustainability challenges. By signing the EU Sustainable Consumption Pledge in 2023, the company was able to set clear measurable targets for its sustainability commitments. The Pledge was embedded into the organisation, driving the team towards a shared goal: obtaining the EU Ecolabel certification for 50% of their products by 2030.  

On top of this goal, which creates synergies between the two EU initiatives, the company has also committed to: 

• Reduce their carbon footprint by 15% annually until 2030, aiming for net zero by 2040, 
• Produce less waste through recycled/sustainably sourced material, lowering energy consumption and launching compact, waterless products, 
• Eliminate all plastic in their products by 2030, 
• Support Little Green Step, a charitable organisation that educates schoolchildren on recycling and sustainability. 

Part of a community proudly working to be more sustainable  

ALIANAz's journey offers valuable lessons for other companies. Ms Georgieva remarked: “If I could offer advice to other companies, it would be to embrace these initiatives [The EU Ecolabel and the EU Sustainable Consumption Pledge]. This will not only help protect the environment, but also drive innovation, attract new customers and propel your growth.”  

She added “If we managed to make it as a small company, certainly other small, medium, and large companies should be able to do it.”

For ALIANAz, sustainability is not just a written commitment or a marketing strategy, but a core part of their strategy. They appreciate the visibility coming from these EU initiatives and, as a result, they feel like they are a part of a ‘society of companies’ working to be more sustainable. Being part of this community allows like-minded companies to meet, network and exchange ideas. As ALIANAz continues to push the boundaries of sustainable beauty, its story stands as a testament to the power of commitment and innovation in driving positive environmental change.