British start-up Bali Balm has launched a range of vegan and cruelty-free unisex lip balms. The brand grounds its ethos firmly in sustainability, while using flavour to elevate the balms to luxury status.

Bali Balm’s inaugural collection is comprised of four 100% natural lip balms, incorporating plant oils sourced in Bali – coconut, castor and kukui nut. According to the brand, the plant oils in combination with candelilla leaf wax and sugar cane extract are moisturising without clogging pores around the lips, and aid fast healing of chapped or cracked skin.

The brand created its four flavours in collaboration with London-based chef Russell Bateman, who combined botanical ingredients and spices in unique, fragrance-inspired combinations such as Bergamot & Grapefruit. The blurring of flavour and fragrance is a key focus of Stylus’ Industry Trend report The Future of Flavour. 

The brand has also launched its Kiss the Planet pledge, whereby consumers are supplied with a prepaid envelope to return each empty tube and cap for recycling. For more on sustainable packaging, see Packaging Futures 2017/2018: Sustainability.

The pledge also encourages ethical consumerism from a social perspective, with each sale supporting Bali-based organisations such as Project Clean Uluwatu. This ‘brands do good’ strategy is key to engaging with young luxury consumers, for whom ethical values drive spend. Globally, four in 10 consumers are very willing to pay a premium for products made from organic or all-natural ingredients (45%) or environmentally friendly or sustainable materials (39%) (Nielsen, 2016). For more, see The New Rules of Luxury: Elevating Beauty.