Authors: Aqsa Khalid
Abstract: Sustainability has emerged as a central driver of strategic transformation within the beauty and lifestyle segment of the fast-moving consumer goods (FMCG) industry. The expression “Green is the New White” captures the sector’s movement away from conventional, resource-intensive production practices toward environmentally responsible, ethically governed, and transparently communicated business models. Drawing on secondary data from international sustainability frameworks, peer-reviewed studies, market intelligence reports, and corporate disclosures, this research employs thematic analysis to identify three dominant patterns: Sustainable Product and Packaging Innovation, the Growth of Green Consumerism, and Regulatory–Reputational Pressures. The findings demonstrate that sustainability now underpins brand reputation, competitive advantage, and long-term sectoral resilience. The study concludes that beauty and lifestyle FMCG companies must embed environmental stewardship throughout the value chain to remain relevant in an evolving global marketplace.
