Measuring 1,400+ Beauty Product Footprints for The Detox Market
Leveraging Vaayu’s LCA expertise to uncover product-level insights and educate consumers on true impact
The Detox Market, a leader in clean beauty retail, partnered with Vaayu to gain deeper insights into the environmental impact of its product range. With a growing emphasis on sustainability and consumer transparency, the brand sought a data-driven approach to measure and reduce its carbon and water footprint across its extensive product portfolio.
Turning sustainability claims into measurable impact
The Detox Market wanted to go beyond surface-level sustainability claims by quantifying the full environmental impact of its products. With thousands of SKUs spanning body care, skincare, makeup and more, the challenge was to obtain granular insights across different life cycle stages — from raw material extraction to end-of-life disposal. The goal was to educate both internal teams and consumers on the true impact of their products and identify areas for meaningful reductions.
Comprehensive life cycle assessment for product impact insights
Vaayu conducted a cradle-to-grave life cycle assessment (LCA) of 1,400 SKUs and 1,478 total products, modeling their emissions and water consumption across different product categories.
The assessment considered key life cycle stages, including:
- Raw Material Extraction
- Product Manufacturing
- Packaging
- Transportation & Distribution
- Use Phase
- End-of-Life
As The Detox Market operates as a marketplace, it had access to detailed ingredient information for many products but not always the full scope of manufacturing and supply chain data. To ensure a robust analysis, Vaayu supplemented these insights with quality secondary data from its proprietary database, making informed assumptions where necessary.
Key factors analyzed included emissions intensity, water consumption, packaging impact and distribution emissions.
This approach allowed for a comprehensive and credible LCA while maintaining consistency and accuracy in the final impact calculations.
More sustainable data-driven decision-making & consumer education
The collaboration provided The Detox Market with a full Product Carbon Footprint (PCF) across its product categories, highlighting emission contributions at each stage of the life cycle.
Beyond internal education, these insights empowered The Detox Market to communicate sustainability efforts more effectively to consumers, helping shoppers understand their own impact during the use phase and end-of-life while also making informed choices while shopping via integration on the product detail pages (PDPs).
Some of the key findings included:
LCA modelling was conducted for 1478 products, taking into account detailed data on taxonomy, ingredients, product size and more
Suncare had the lowest carbon footprint among categories, averaging just 2.18 kg CO₂e per product
Makeup had the highest end-of-life impact, emphasizing the need for improved circularity in the industry and better consumer disposal habits
This partnership underscores the urgent need for data-backed sustainability in the beauty industry. By leveraging Vaayu’s real-time impact calculations, The Detox Market has taken a proactive step in measuring and reducing its footprint while setting a precedent for other clean beauty retailers. As transparency becomes a non-negotiable for brands, equipping consumers with credible, accessible sustainability data will play a vital role in shaping a more responsible industry.