Let's talk about this problem
Before, fast fashion was all over the news. But what is it? It was the renew of clothing collections the most quickly and cheaply possible to follow the latest trends in fashion. We were pointing out H&M or Zara, for the poor quality of their clothes over time but above all for the poor conditions of making those clothes. We may remember the crash in 2013 of the Rana Plaza in Bangladesh which made a huge bad buzz. This event clearly showed the catastrophic conditions in which the employees worked.
Now, these same brands are getting into cosmetics with their own beauty lines.
So what about it?
With social networks, it's no longer the brand that tells us what's trendy, it's us, it's you, it's me. We are the ones who will make the real decisions tomorrow. Brands know that like everything else, we want the latest trends, and we want to be able to try them first. So what is the real concern behind fast beauty and fast fashion? Counterfeiting. I couldn't explain it better than Broken's superb Netflix documentary The Ravages of Makeup
But let's be clear, if that's right that sometimes fake brands sell bad makeup to follow this fast beauty, most make-up brands are regular and sometimes even with very good intentions (no silicone, no petroleum, organic components ...). And above all, unlike the HUGE waste of clothes, cosmetic stocks are much smaller, usually produced according to demand.
So let's be positive, for the moment.