Over ten years ago, I was diagnosed with Polycystic Ovarian Syndrome. People have told me numerous times how to cope with this condition that cannot be cured. The reality is that, if one in five women in the world suffer from a disease with no cure, it's only a matter of time before we are conditioned to live a certain way by society.
As a way of illustrating how conditioned I am, I share with you this anecdote.
As a habit, I avoid the sweets and biscuits aisles in the grocery store and head straight for the organic aisles, which are to the uninitiated and the blessed, just flours and nuts. Now, one would think you would find the cure for PCOS after paying for overpriced millet flour. Instead, I continue to shop in this section only to learn how my experience is confined to about 5% of a store the size of Zara. What does the rest of the store sell and how is 'healthy lifestyle' just one aisle?
Our consumption patterns are determined by the environment in which we live and how it impacts our core beliefs. But the reverse is also true. Everything we consume, from vegetables to grains to beauty and hygiene products, has been slandered to tell us that we are lost in a sea of brands and that only they can save us. But who is saving us, really? Unless market participants understand this concept, they will likely label any products labelled "organic" as niche if left to their own devices.
When exactly did this flip happen? Have multi-national corporations, increased agricultural technology, the toxic diet culture, or mindless consumerism been responsible for this change?
My vote is for all of the above.
With 'easy' access to fancy stores, only the wealthy can afford, it seems to cost more now to print a brief and clear ingredient list. Inevitably, a desperate measure is taken and seems to be a good decision until it turns out to be anything but. Despite our best efforts, our health suffers. However, going back to the mountains to live as a hermit is not the solution. We must educate ourselves about everything we consume and insist that brands answer our questions honestly.
As brands bridge the gap between capitalist mind games and conscious living, we are arriving at a more sustainable world. In the skincare world, The Ordinary brings authenticity back to the table by offering information that is honest and provides us with the security we expect. On the other hand, Glossier creates products that acknowledge that good skin is a result of a process, not just one step. Megababe deals with taboo body issues and makes skin and body products that will help you get through those awkward situations. Packaging for all Credo Beauty brands is designed to be reusable and recyclable.
Current brands who are traversing this space are expensive and specialized. It would be ideal if choosing organic and honest products was as simple as picking water when thirsty. But as an activist, I would like to see us reclaim the marketplace so that taking care of our health is within our control, with complete knowledge and honesty, rather than one of the prevailing norms set by the marketplace.
Superb