{"id":5255,"date":"2021-03-22T09:41:17","date_gmt":"2021-03-22T09:41:17","guid":{"rendered":"http:\/\/healthypleasures.de\/?p=5255"},"modified":"2021-03-22T10:19:42","modified_gmt":"2021-03-22T10:19:42","slug":"wait-goes-carbon-negative","status":"publish","type":"post","link":"https:\/\/healthypleasures.de\/en\/news\/wait-goes-carbon-negative\/","title":{"rendered":"WA:IT goes carbon negative."},"content":{"rendered":"

WA:IT is the first European Beauty Brand to attain carbon negative status. A pioneer in the wellness industry.<\/p>\n

WA:IT is a clean beauty brand that unites two cultures \u2013 Italian and Japanese. Through its soul soothing HITO fragrance and its 4-step skincare ritual, WA:IT takes a holistic approach in its pursuit of uniting and balancing an individual\u2019s inner well-being with their outer beauty. WA:IT combines the Japanese concept wa, which symbolizes peace and harmony, and the stimulating sensory perceptions of it, which represents Italian beauty.<\/p>\n

In 2021 WA:IT has made remarkable progress by becoming the first European beauty brand to attain carbon-negative status thanks to the assistance of Cornell Sustainability Consultants at Cornell University. This success is the result of a study that broke down emissions calculations into three categories: gas emissions produced at the brand\u2019s manufacturing and warehouse sites, purchased energy for electricity, and emissions related to transportation of the brand\u2019s product to market.<\/p>\n

After a review of the emissions calculations, WA:IT has become a pioneer within the beauty care industry. The brand has looked to offset its carbon footprint via the support of efforts to restore ecosystems and agricultural communities as well as the restoration of healthy water cycles and grassland biodiversity.<\/p>\n

The carbon footprint was calculated using the Center for Corporate Climate Leadership Simplified GHG Emissions Calculator from the US Environmental Protection Agency. The tool is based on the widely accepted World Resources Institute\/World Business Council for Sustainable Development (WRI\/WBCSD) GHG Protocol Corporate Accounting and Reporting Standard (GHG Protocol), the global standard for calculating corporate greenhouse gas emissions. “This was not an easy road to take,” says WA:IT founder Raffaella Grisa. “Building a clean beauty brand committed to sustainability at every stage of the supply chain was both a professional and personal goal for me. I spoke with numerous suppliers to understand where one could reduce carbon emissions in the supply chain in order to protect our environment. I
\nam hopeful that other brands will follow the path laid out by WA:IT. Going carbon-negative is my personal ‘thank you’ to Mother Earth.”<\/p>\n

For WA:IT, the importance of being seen as a clean beauty brand is not only about transparency and an open INCI list. For WA:IT, a clean beauty brand should always be attentive to the environment we live in and ensure that a company examines every facet of its business via the prism of sustainability.<\/p>\n

BRAND\u2019S CREDO:
\nWA:IT is an invitation to conscious stillness and absolute presence.
\nThe beauty of life is dual as a paradox of stillness and motion.
\nTo feel it, you have to WA:IT and comprehend that eternal beauty is in the moment.<\/p>\n

WA:IT is made to elevate the perception of natural beauty.<\/p>\n

\/<\/p>\n

Guide to Carbon Neutrality in Beauty.
\n<\/strong>
\nby Victoria Malloy<\/p>\n

When you\u2019re standing in front of the mirror applying your skin care, have you ever stopped to consider the environmental toll of your beauty products? From their ingredients to how they\u2019re manufactured, what they\u2019re packaged in, how they\u2019re shipped, all the way to how they\u2019re disposed of, they leave a carbon footprint behind\u2014invisible gases that we can\u2019t see but are trapping heat in the atmosphere, making the planet warmer and threatening its future.<\/p>\n

According to the National Oceanic and Atmospheric Administration<\/a>, the amount of carbon dioxide in the atmosphere reached record levels in 2020, hitting 417 parts per million. What\u2019s more, the UN Environment Programme\u2019s Emissions Gap Report<\/a> calls attention to the need to reduce emissions by 7.6 percent every year until 2030 to limit global warming to the Paris Agreement goal of 1.5\u00b0 C. Today, even the most ambitious climate action plans appear far off the mark.<\/p>\n

This is an inconvenient truth, one that we\u2019re slowly starting to see the beauty industry waking up to. They\u2019re coming to terms with the responsibility they have in reducing their carbon footprint, responding with what\u2019s quickly catching on as the latest buzz term\u2014Carbon-Neutral Beauty. It\u2019s the new brand attribute, but what does it really mean? How does a beauty brand really achieve carbon neutrality?<\/p>\n

In a world where conscious consumerism is on the rise, with consumers demanding more from brands, how do you know if they\u2019re living up to the claims or peddling them as marketing speak? How can you trust that brands are thinking of sustainability as more than just a box-ticking exercise?<\/p>\n

You have questions, and we have answers, and they just may change the way you shop. We turned to the pros to find out what it actually takes for a beauty brand to be carbon neutral. We also picked the brains of some of the brands who are getting it right and are committed to beauty done better.<\/p>\n

It Starts with a Life-Cycle Assessment<\/strong><\/p>\n

To be carbon neutral is to remove the same amount of carbon dioxide you are emitting into the atmosphere to achieve net-zero carbon emissions. But how is it actually done? Well, it starts with a life-cycle assessment.<\/p>\n

According to Dianne Saxe<\/a>, an environmental lawyer and former Environmental Commissioner of Ontario, before brands can figure out which things they need to change, the first thing they need to have is a full and honest accounting of their impacts. \u201cThat means looking at their supply chain and asking all the uncomfortable questions about where things come from and how they\u2019re made,\u201d says Saxe. Lorraine Dallmeier, a biologist, environmentalist, and CEO of Formula Botanica<\/a> agrees, adding, \u201cIn order for beauty brands to understand their carbon footprint, they have to start by looking at the entire life cycle of their products. They need to have a complete picture of what is involved in producing their products if they truly want to be responsible.\u201d<\/p>\n

Brands have to look at where raw ingredients are sourced and whether they are harvested or synthesized in a lab. They need to look at the footprint associated with manufacturing the formulation and the energy and water consumption involved. They need to look at where they source their packaging and the shipping involved in getting ingredients and products from point A to point B. There\u2019s also the usage of the products after they\u2019ve been sold. \u201cBrands need to take responsibility for that, too,\u201d says Dallmeier, adding that brands have a tendency to wash their hands of what happens to the products once they\u2019ve been sold. Disposal and waste have to be taken into account as part of the life cycle, as well. \u201cThe words life cycle assessment<\/em> are of critical importance to anyone making products,\u201d says Dallmeier.<\/p>\n

The exercise isn\u2019t without its challenges, and according to Dallmeier, it will likely shine a light on a host of things they probably didn\u2019t know about or want to know about. Some brands will find themselves at an advantage, having shaped their business around sustainability, making it a core value from the beginning. Brands have to set out to weave sustainability into everything they do from day one. Sustainability is a purpose, not a checklist. It\u2019s the heartbeat of existence.<\/p>\n

So How Is Carbon Footprint Measured?<\/strong><\/p>\n

Under the industry standard Greenhouse Gas Protocol, there are three \u201cscopes\u201d of emissions that represent the entirety of a company\u2019s carbon footprint.<\/p>\n