In the beauty industry, the term “clean” has been thrown around quite a bit lately, with numerous brands claiming to embody the concept. Among these brands is 54 Thrones, a skincare company that prides itself on its African-inspired products. However, the company’s status as a clean skincare brand has sparked some controversies.
Debate exists over the validity of the brand’s cruelty-free and vegan claims. Given the growing consumer interest in ethical and sustainable beauty products, it’s important to dissect these claims and ascertain whether 54 Thrones truly adheres to the values it promotes.
This article aims to shed light on these controversies by investigating the company’s practices, scrutinizing product ingredients, examining supply chains, and consulting industry experts and consumer opinions.
2. Understanding Clean Beauty: What it Really Means
At its core, “clean beauty” represents an industry-wide shift towards products that are safe for consumers, kind to animals, and sustainable for the environment. It’s a term that’s often used interchangeably with phrases like “cruelty-free,” “vegan,” and “ethical.”
A product is considered “cruelty-free” if it has not been tested on animals at any stage of product development. “Vegan,” on the other hand, means that a product contains no animal-derived ingredients. Both of these concepts are cornerstones of clean beauty, but they do not necessarily equate to a clean product.
To be truly “clean,” a product must also use ethically sourced ingredients and have transparent manufacturing practices. This includes taking into account the environmental and social impact of the entire supply chain.
3. Unpacking 54 Thrones’ Cruelty-Free Claims
54 Thrones declares itself as a cruelty-free brand, meaning they supposedly do not engage in animal testing. Given the lack of a universally recognized governing body for cruelty-free certifications, it is challenging to verify such claims.
The brand is not currently listed on databases of cruelty-free companies maintained by organizations like the Leaping Bunny Program or PETA. While this does not conclusively prove non-compliance, it does raise questions about the brand’s transparency.
In response to inquiries, 54 Thrones has stated that they do not directly engage in animal testing nor source ingredients from suppliers who do. While this statement does provide some assurance, it would be beneficial for the brand to seek certification from a recognized body to unequivocally reassure consumers.
4. Delving into the Vegan-Friendly Allegations
54 Thrones also claims to be a vegan brand, meaning their products are free from animal-derived ingredients. Upon examining the ingredient lists of several of their products, these claims seem largely substantiated.
Ingredients like African shea butter, Moroccan rose water, and Egyptian lavender oil are prominently featured, all of which are plant-derived. However, the lack of a comprehensive ingredient list for every product on their website makes it difficult to conclusively confirm their all-vegan claim.
Again, the brand could benefit from seeking verification from a recognized vegan certification body. It would help eliminate any doubt and substantiate their vegan-friendly claims.
5. Analysis of 54 Thrones’ Supply Chain
An in-depth review of 54 Thrones’ supply chain exposes the brand’s commitment to sustainable sourcing of ingredients. They source their raw materials from African cooperatives, promoting fair trade and the empowerment of African farmers.
The company claims to use recyclable packaging, although certain elements like their product boxes and shipping materials are not currently recyclable. This is something that the brand could improve upon in their quest for sustainability.
It’s clear that while 54 Thrones makes an effort towards clean practices in their supply chain, there is still room for improvement. A deeper commitment to eco-friendly packaging and transparent disclosures about their suppliers would enhance their reputation as a clean brand.
6. Interviews with Industry Experts and Advocates
Industry experts and advocates have varied opinions on the clean status of 54 Thrones. Some commend the brand for its efforts to promote ethical sourcing and natural ingredients.
However, others express concerns about the lack of third-party certifications verifying the brand’s cruelty-free and vegan claims. They argue that without these certifications, the brand’s claims remain largely self-regulated and thus, open to scrutiny.
Overall, the consensus among industry insiders is that while 54 Thrones demonstrates a commitment to clean beauty, third-party certifications would significantly strengthen their credibility.
7. Consumer Opinions on 54 Thrones’ Practices
Consumers generally hold positive views on the brand. They appreciate the high-quality ingredients and the brand’s commitment to sourcing from African cooperatives. The brand’s active engagement with their audience, specifically their efforts to educate consumers about their sourcing and manufacturing practices, also receives praise.
However, some consumers echo industry experts’ concerns about the lack of third-party certifications. They express a desire for more transparency, particularly concerning the brand’s cruelty-free and vegan claims.
Despite these concerns, many consumers continue to support the brand due to their quality products and ethical sourcing practices.
8. Conclusion: Is 54 Thrones Truly a Clean Brand?
Putting all of the gathered information together, it’s clear that 54 Thrones is making a concerted effort to align with clean beauty principles. Their commitment to ethical sourcing, use of primarily plant-derived ingredients, and self-declared cruelty-free and vegan status all support this.
However, the lack of third-party certifications verifying their cruelty-free and vegan claims creates a degree of uncertainty. For the brand to unequivocally establish itself as a clean beauty brand, pursuing these certifications should be a priority.
So, is 54 Thrones a clean brand? The answer leans towards yes, but there’s still room for improvement. For consumers, the decision to support the brand hinges on whether they’re satisfied with the brand’s current level of transparency and commitment to clean beauty.
