Cover R+B (Repurpose + Beauty) is an eco-friendly beauty brand (Photo: R+B)
R+B (Repurpose + Beauty) is an eco-friendly beauty brand (Photo: R+B)
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R+B's sustainable practices are cradle-to-cradle, from sourcing sustainable ingredients to making sure beauty empties don't end up in landfills
One of the beauty brands featured at Tatler Malaysia's Sustainability Weekend 2023, R+B (short for Repurpose + Beauty) is a homegrown business founded by Irene Lim and Soo Hoo Siew Kheng in 2021. It sets itself apart by putting the environment first when it comes to its range of skincare products, from sourcing plant-based ingredients such as recycled coffee ground to ensuring less waste with its return, refill, reuse, and repeat policy.
Tatler speaks to R+B's founders on their personal beliefs and practices to protect the environment and how it translates into their brand, which embodies circular beauty for a new generation of eco-conscious consumers.
Read more: Volvo Car Malaysia's charity drive at Tatler Malaysia's Sustainability Weekend 2023
Above Irene Lim and Soo Hoo Siew Kheng
Irene Lim and Soo Hoo Siew Kheng
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Why was it important for your brand to be sustainable?
Irene Lim (IL): Our world is currently facing a climate emergency and natural disasters are rampant. This growing concern tells us that sustainable practices are critically needed. It is important for our brand to conserve our environment and allow consumers to not just look good but do good as well.
Consumers these days are becoming more conscious of a brand’s environmental impact and are demanding eco-friendly and sustainable products. By creating a sustainable brand, we can cater to the needs of consumers.
Additionally, it can encourage the full use of natural resources. Through our philosophy of reusing by-products like spent coffee grounds. Not only are we able to prevent these by-products which contain beneficial nutrients and vitamins from ending up as waste in landfills but sourcing these ingredients is also cheaper compared to buying virgin materials.
Soo Hoo Siew Kheng (SK): How we choose to conserve and protect our environment affects every industry, which ends up impacting everyone. It is not just the right thing to do but something every industry should practise.
Read more: Get to know the champions of sustainability at Tatler Malaysia's Sustainability Weekend 2023
In your experience, what are the challenges in creating a circular economy in the beauty industry?
IL: Creating a circular economy in the beauty industry is not easy as it is relatively new. It took us some time to establish the right framework.
One of the challenges is the lack of infrastructure in place, particularly the lack of resources available to recycle and reuse materials. Additionally, there are no set industry standards, regulations or certifications that govern the implementation of sustainable practices in business. We had to learn along the way to identify which methods and routes to take as there was no proper guidance. Overcoming these challenges took a lot of research.
Another challenge is to shift set consumer preferences. Often, trying to convince consumers to purchase sustainable beauty products can be a challenge. They have grown used to single-use plastic packaging, which is much cheaper because it is mass produced. Sourcing for sustainable materials like glass and aluminium incurs more cost. As such, sustainable products tend to be more expensive in comparison and result in consumers thinking twice as they have to pay more.
With these challenges in mind, we have tried our best to create a beauty line that is effective, sustainable, and affordable.
Read more: Founders of local activewear brand Terrae on practising mindful shopping
SK: Implementing circular principles in the beauty industry can be a challenge due to the complex supply chain. This makes it difficult to track all the ingredients which come from many different suppliers and individuals. Having to individually verify if each of these materials is sustainability-derived can be difficult.
Having established standards and government-verified certifications can lessen the load on companies and could encourage more adoption of sustainable practices.
Above R+B's Exoliating Face Scrub and Body Scrub are made from recycled coffee grounds
R+B's Exoliating Face Scrub and Body Scrub are made from recycled coffee grounds
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Tell us how you are sustainable in your daily life.
IL: Many people find it fascinating to learn that I do not own a car. I choose to walk or take public transportation to reduce my carbon footprint. In addition, we try to support other sustainable businesses whenever we can.
SK: We are big believers in recycling and make efforts to sort our waste accordingly before sending it to the recycling centre. Although this may seem like a given, this practice has not yet become a norm in Malaysia and we believe that every little part counts. We are also working to install solar panels for our homes but as we both live in condos, where we share a roof with other residents, it will take some time.
Incorporating sustainability into our daily life takes conscious efforts and choices, and we do try our best to shift our lifestyles where we can.
See also: Sustainable Sunday: Meet the man behind Korea's leading sustainable beauty brand
Do you have any advice for those hoping to live more sustainably?
IL: First, support businesses that are committed to sustainable practices and purchase eco-friendly products. It is also important to remember that living sustainably is not an end goal and is more of a journey. Making small changes every day can add up to a big impact and allows us to create a more sustainable future for ourselves and our planet.
SK: We would also encourage others to use public transportation if it is accessible to them. The mindset of the public needs to start changing to adapt to a more sustainable lifestyle. We need to start taking more responsibility and make active efforts to change our lifestyle. We are all living on the same planet and what happens to it will affect every one of us.
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Based in Kuala Lumpur, Zue Wei Leong is the senior style writer at Tatler Malaysia. Read her stories on the latest in fashion, beauty and jewellery or follow her on Instagram at @fshnbrnr.
