The beauty industry is finally realising that consumers don't just want organic coffee and carrots, they want ethical cosmetics, too. THE CONCEPT OF organic ingredients and all-natural products is nothing new. We're willing to spend a few extra dollars on organic vegetables and fruit and we'll happily go Fairtrade for a guilt-free cup of coffee. But until recently, women had been stumped for choice when it came to high-quality ethical cosmetics. A lot of companies might claim their cosmetics are produced ethically but, due to a lack of strict regulations, the reality can be quite different. A company might claim its products are not tested on animals (it's common practice to test formulas on animals up to the final marketed product), or that it uses 100 per cent natural ingredients, but very few actually achieve this. One of the few brands that does is Suki Pure Skin Care ( www.sukisnaturals . com). Founder Suki Kramer is not only concerned about animal testing and organic products, but all her ingredients are biodegradable. Kramer says that those who wish to support ethical manufacturers should look for companies that are against animal testing of any kind and are concerned with the amount of synthetic ingredients used in cosmetics manufacturing. Eco-conscious celebrities Tom Hanks and his wife Rita Wilson are known to be fans of the brand. Prices start at HK$198 for the Butter Cream salve and go up to HK$545 for the Complexion Brightening Cream, but the most popular is the Lemongrass Cleanser (HK$320). Suki Pure Skin Care is stocked at Harvey Nichols, tel: 3695 3388. For those looking for cruelty-free fragrances, Rich Hippie ( www.rich-hippie.com ) perfume is made using traditional methods and all the ingredients are farmed organically. There are more than 15 scents, such as Kalachakra, Hoochie Coochie and Rock Star, to choose from, but they don't come cheap: 15ml costs US$125. Fashion designer and animal rights activist Stella McCartney has already made a statement in the fashion industry by refusing to use fur or leather in her garments. Now she has taken her environmental stance a step further and developed a line of organic skincare products called Care. The range will include moisturisers, toners, cleansers and three elixirs made without synthetic preservatives, silicone or ingredients from animal origin. Prices start at GBP21 (HK$319). Better understanding of holistic approaches have meant that established beauty brands have had to up their game. The Body Shop once prided itself only on its role against animal testing, but now the eco-friendly beauty house is developing fair-trade relationships with places such as Africa, South America and India for natural ingredients. Lush, the organic cosmetics and soaps retailer, recently launched a make-up line, B Never Too Busy To Be Beautiful ( www.bnevertoobusytobebeautiful.com ) and is one of the first mainstream beauty companies to offer products for vegans. In addition to stocking vegetarian-friendly goods, Lush has a 'supplier specific boycott policy' - which means it refuses to do business with any manufacturer carrying out testing on animals. Going green is undeniably more expensive, but with the rise of the ethical consumer, before long the beauty industry will be forced to take responsibility and take action.