What You’ll Learn
- How Everyday For Future is building sustainability into every layer of their beauty brand — not just the packaging
- Why “greenwashing” is rampant in beauty and how to spot a brand that’s genuinely committed
- The specific ingredients and sourcing practices that set sustainable beauty apart
- What Expo West 2025 revealed about the direction the natural beauty industry is heading
Sustainable beauty is one of the most overused phrases in the cosmetics industry. Every brand claims to be eco-friendly. Most aren’t — not really. At Expo West 2025, Nour Abochama sat down with Tanya Jimenez and Stefano Tunesi, co-founders of Everyday For Future, to find out what genuine sustainability looks like in practice — and why it’s harder, and more important, than most brands admit.
“We want to make products that are good for people and good for the planet,” Tanya explains. “But that means making hard choices at every step — ingredients, packaging, supply chain, everything.”
About Everyday For Future
Everyday For Future is a beauty brand built on the premise that sustainability is not a marketing angle — it’s an operational commitment. Founded by Tanya Jimenez and Stefano Tunesi, the brand approaches every product decision through the lens of environmental and human health impact.
Their presence at Expo West 2025 — the world’s largest natural products trade show — placed them alongside thousands of brands competing for the attention of buyers, retailers, and media. What sets them apart is not just what they say about sustainability, but how they’ve structured the business to make it real.
The Problem with Greenwashing in Beauty
The beauty industry has a greenwashing problem. Brands use terms like “natural,” “clean,” “eco-friendly,” and “sustainable” without any standardized definition or regulatory requirement. A product can be labeled “natural” while containing synthetic preservatives, petroleum-derived emollients, and packaging that will take 500 years to decompose.
For a quality control expert like Nour Abochama — who has spent her career evaluating cosmetic formulations at Labophine Garmin Laboratories — this lack of transparency is a professional concern as much as a personal one. “Consumers deserve to know what’s actually in their products and what the real environmental impact is,” she says.
The markers of genuine sustainability, as opposed to greenwashed sustainability, include:
- Ingredient transparency: Full disclosure of every ingredient, including processing aids and contaminants
- Supply chain traceability: Knowing where raw materials come from and how they were produced
- Packaging lifecycle: Not just recyclable, but actually recycled — and designed to minimize material use
- Carbon accounting: Measuring and reducing the actual carbon footprint of production and distribution
- Third-party certification: Independent verification of sustainability claims (B Corp, COSMOS, ECOCERT, etc.)
What Everyday For Future Does Differently
Everyday For Future’s approach to sustainability is systemic rather than cosmetic (pun intended). Rather than making one or two green choices and marketing them heavily, they’ve tried to build sustainability into the entire business model.
Ingredient sourcing: The brand prioritizes ingredients with verified sustainable sourcing — botanical extracts from regenerative farms, marine ingredients from certified sustainable fisheries, and synthetic ingredients only where the environmental footprint is demonstrably lower than the natural alternative.
Formulation philosophy: Every formula is designed to be effective with the minimum number of ingredients. Simpler formulas mean less manufacturing complexity, less waste, and a smaller environmental footprint.
Packaging: Everyday For Future uses post-consumer recycled materials where possible and is working toward refillable formats for their core products. The goal is to eliminate single-use plastic from their product line entirely.
Transparency: The brand publishes full ingredient lists with sourcing information — a level of disclosure that most beauty brands avoid because it invites scrutiny.
The Expo West 2025 Context
Expo West 2025 was a revealing snapshot of where the natural beauty industry is heading. Several trends were clear:
-
Ingredient science is getting more sophisticated. Brands are moving beyond “natural = good” to evidence-based formulation — using clinically validated ingredients regardless of whether they’re synthetic or natural.
-
Sustainability claims are under increasing scrutiny. Buyers and retailers are asking harder questions about supply chain and environmental impact. The era of unchallenged greenwashing is ending.
-
Consumer education is accelerating. Shoppers are reading labels more carefully, asking about certifications, and choosing brands that can substantiate their claims.
Everyday For Future is positioned well for this environment. Their commitment to transparency and evidence-based sustainability aligns with where the market is heading.
Key Takeaways
- Genuine sustainability in beauty requires systemic commitment — ingredient sourcing, formulation, packaging, and supply chain — not just one or two green choices
- Greenwashing is rampant in the beauty industry; look for third-party certifications (B Corp, COSMOS, ECOCERT) and full ingredient transparency as markers of real commitment
- Everyday For Future’s approach: simpler formulas, verified sustainable sourcing, post-consumer recycled packaging, and full ingredient disclosure
- Expo West 2025 showed the natural beauty industry moving toward evidence-based formulation and greater scrutiny of sustainability claims
- As a consumer, the most powerful tool you have is asking brands to substantiate their claims — and choosing the ones that can
Nour Abochama is a quality control expert in cosmetics, supplements, and pharmaceuticals. She evaluates beauty product safety professionally and interviews the founders building a better industry. Learn more about Nour →
Interested in beauty safety and clean cosmetics? Browse all beauty safety content → or watch the full interview at Expo West →
