#Japan #Setagaya #Updater #Shift C #Good On You

Shift C to Release Ethical Ratings for Beauty Brands

The pursuit of ethical fashion continues to gain prominence, and on August 14, 2025, Shift C—a platform committed to ethical fashion promoted by UPDATER, a notable company based in Setagaya, Tokyo—will publicly disclose ethical evaluations for approximately 90 beauty brands. This initiative showcases a commitment to providing transparent and ethical information to consumers amid a transforming landscape where social and environmental responsibilities are paramount.

Background of Beauty Brand Evaluation

The adoption of the UN's Sustainable Development Goals (SDGs) back in 2015 signaled a pivotal shift within the beauty industry. With growing awareness of environmental and human rights issues, the expectation for responsible business operations has become increasingly clear. Since 2018, the emergence of Gen Z and the proliferation of review cultures via social media have meant that consumers are now scrutinizing brands far beyond their marketing claims. Transparency regarding ingredients, opposition to animal testing, and the use of recyclable packaging have become typical considerations in the selection process of brands, fundamentally changing consumer behavior.

In response to this evolving mindset, companies are facing unavoidable scrutiny based on ethical perspectives, as consumers no longer simply trust brand declarations. They undertake their own research, leading many brands to be judged solely by their actual practices rather than their advertised standards. By 2024, significant brands, both domestic and international, will prioritize sustainable clean beauty and rapidly integrate refillable containers and fair-trade ingredients, marking a transition from a fleeting trend to a new market standard.

Nonetheless, consumers are often overwhelmed by an overload of information that makes it difficult to discern trustworthy sources. As a result, even well-meaning companies may struggle to convey their good practices, creating a disparity in outreach and awareness. To address these challenges, Shift C has partnered with Good On You Pty Limited, based in Sydney, Australia, to provide objective ethical evaluations within Japan beginning in 2023. This evaluation will be based on three major categories: environmental awareness, workers' rights, and animal welfare, ultimately aiming to create a market system that properly recognizes companies' sustainable efforts and improves consumer confidence in their choices.

Details of the Ethical Evaluations

From August 14, 2025, users on Shift C will have access to ethical searches of about 90 beauty brands in Japan, with plans to expand this to over 200 evaluated brands in the future. Shift C invites users to submit requests for brands they wish to see evaluated, ensuring that the ethical ratings continue to reflect consumer interests.

Launch Date: August 14, 2025

Where to Access: Shift C

Challenges Facing the Beauty Industry

As part of its evaluation process, Good On You will carry out a sustainability survey for the beauty industry in 2024, revealing five key challenges:
1. Ingredient Transparency: Many brands fail to disclose precise information on fragrances used, raising concerns about health and environmental safety.
2. Living Wages: There is widespread non-disclosure regarding the wages paid to workers.
3. Animal Testing: Despite claims of not using animal testing, many brands lack proof.
4. Climate Change Response: Brands often do not report on their progress concerning greenhouse gas emissions reductions, indicating a lack of transparency.
5. Refillable Packaging: There is skepticism surrounding the low repurchase rates of refillable products and their impact on consumers.

Moreover, the research highlights that misleading marketing practices and a lack of transparency hinder progress towards sustainability within the industry.

The Method of Ethical Evaluation

The evaluations at Shift C will cover 42 transparency-check items across three areas:

• - Earth: Greenhouse gas emissions, packaging practices, and refill services.
• - Animals: Sourcing of animal-derived ingredients and the presence of animal testing.
• - Humans: Traceability and fair trade practices.

Key criteria specific to the beauty industry will include how raw materials (such as palm oil and shea) are sourced, toxicities, and waste minimization practices.

Limited Time Offer: Free Ethical Diagnosis Program

To celebrate the inclusion of beauty brands in Shift C, a free diagnostic program called Good Measures will be available starting August 14, 2025, until September 30, 2025. This program allows brands to assess their transparency and sustainability practices against international standards at no cost.

The Role of Good Measures

Good Measures is an initiative provided by Good On You, a leading ethical ratings agency from Australia, and enables companies to access detailed scoring and performance evaluations. As of November 2024, UPDATER will localize multiple user plans to provide this service within Japan. The ethical landscape continues to evolve; therefore, ongoing participation and improvement in sustainability practices among beauty brands are essential to meet consumer expectations and environmental goals.

Future Prospects

Shift C, in cooperation with Good On You, aims to expand the number of evaluated brands and enhance consumer awareness regarding these efforts. Currently, Good On You has already published ethical ratings for approximately 350 beauty brands since October 2024, with plans for continuous updates and further developments.

Conclusion

Understanding the ethical implications of the beauty products we use daily is crucial for making informed purchasing decisions. Shift C provides a platform not only for informed consumer choices but also for brands committed to sustainable practices to receive rightful recognition for their efforts. With an anticipated market value exceeding $210 billion by 2030, the impact of ethical beauty products on our lives and the environment cannot be understated. We hope that users of Shift C will take advantage of this opportunity to foster a more beautiful, conscious approach to beauty.