From Trend to Truth: How South African Earth-Friendly Products Are Leading the Way This Earth Day

From Trend to Truth: How South African Earth-Friendly Products Are Leading the Way This Earth Day

Cayla Mandean

If you're like me, every January, you may find yourself deep-diving into the new, browsing through articles, jotting thoughts in your notebook, maybe even pausing with a cup of tea in hand, thinking about what's coming next in beauty and wellness.

It's a familiar rhythm-the quiet excitement of fresh beginnings and new possibilities.

But spotting a trend is just the start. The real magic happens when you decide what to do with it. When a trend resonates with you, it's not just about staying current, it's about finding new ways to align your daily routine with your values. Maybe it means choosing cleaner ingredients, supporting a local brand, or finally trying that DIY body butter recipe you bookmarked last year.

Trends tell us something powerful: they show where collective focus is heading.

In 2022 and 2023, we witnessed the rise of circular beauty and zero-waste ideals. By 2024, transparency took the spotlight. And 2025? Sustainability and the truth behind greenwashing are front and centre.

But here's the thing: trends come and go. Sustainability shouldn't.

Think about it… by definition, a trend is "a general development or change in a situation or in the way that people are behaving." But protecting our planet isn't a seasonal shift. It's a mindset. It's a lens through which we can choose to see the world differently. Greener. Kinder. More intentional.

Reframing Sustainability: From Buzzword to Daily Lens

Let's be honest with each other, at some point, we all followed a trend because it looked good, sounded good, or felt like the "right thing to do." And that's okay. Trends can be powerful entry points. They spark curiosity. They push industries to evolve. However, sustainability should never be reduced to a fleeting Instagram aesthetic or a clever label.

It should be a lens, a new way of perceiving and interacting with the world.

And there's no better time to shift that lens than on Earth Day 2025. This year's theme, Our Power, Our Planet, is a genuine call to action, to educate, advocate, and most importantly, act.

Despite this, the big conversations around climate change, especially green energy for this year, can feel overwhelming, like they're too large for one person to make a difference.

But what if the first step isn't massive at all?

What if it starts with something simple, like buying local?

When you support local producers, whether it's skincare ingredients, herbs, or essential oils, you're doing more than shopping:

  • You're reducing the emissions caused by global shipping.
  • You're strengthening local economies.
  • You're supporting farmers and small businesses who often work in harmony with the land, not against it.

Additionally, in countries like South Africa, which is rich in biodiversity and traditional plant knowledge, buying local is also about honouring the connection between people and place.

Honestly, I believe action can happen with one person. It can begin right where you are, with small, intentional choices. When one becomes many, those seemingly small actions multiply into something powerful. That's how real impact is made, collectively.

We can start at home. With the brands we support. With the ingredients we have come to trust.

A South African Story

Here in South Africa, we’re lucky to have a wide variety of healing trees and botanicals. Our land offers so much when we treat it with care and respect.

And some local brands have taken that to heart. Their work isn’t loud or flashy, it’s rooted in respect. For the plants, for the people who harvest them, and for the ecosystems that make it all possible. That’s exactly why we choose to support and stock these remarkable brands.

Brands like:

  • Escentia has one of the largest ranges of essential oils and carrier oils in South Africa. They are a proudly South African, family-owned business backed by years of extensive research and knowledge. 
  • Umuthi Botanicals is proudly South African and honours indigenous plant use and knowledge. Umuthi Botanicals has established itself as one of the best natural product manufacturers operating today.
  • Pure Indigenous shares South Africa’s botanical heritage through thoughtfully crafted blends. They are passionate about supporting local plants, local growers and local communities. They buy oils from reputable farmers (sourcing organic where possible), where the essential oils are steam distilled and the carrier oils are cold extracted.
  • Nautica Organics offers ingredients in their most natural state. They have been dealing in organic and conventional cold-pressed, refined and essential oils in South Africa since 2006.
  • SOiL grows and distills organic oils directly on African soil.
  • Essentially Natural has the strictest ingredients policy - no greenwashing and only offers clean, non-toxic, earth-kind ingredients. We're expanding sustainable packaging options and cutting unnecessary waste. We prioritise trust and transparency, and every product we sell is sourced right here in South Africa.

Sustainability in Action, One Small Intentional Choice at a Time

It’s easy to feel that “sustainability” requires a full lifestyle overhaul. But like I mentioned earlier, it often starts small:

  • Swapping mass-produced items for something locally made.
  • Reusing containers instead of tossing them.
  • Learning how to make your own products at home.
  • Ask questions about ingredients, sourcing, and impact.
  • Supporting businesses that source ingredients responsibly and care about their environmental footprint.

And yes, choosing local over imported whenever you can. 

Sustainability doesn’t ask for perfection. It asks for participation. You don’t need to have all the answers. You just need to start asking questions:

Where did this come from?

Who made it?

What impact does this have?

As an Earth Day Bonus, try making this nourishing massage truffle. A blend of ingredients from some of our favourite local South African brands. It’s a small way to participate in caring for your body and the planet.

Earth Day, The SA Way: Wild Garden DIY Massage Truffle Recipe

20g  Mafura Butter (deeply nourishing, with anti-inflammatory and antimicrobial properties, great for skin and muscle recovery.)

20g  Beeswax Pellets (provides structure and creates a protective barrier that locks in moisture)

10g  Cucumber Seed Oil (soothing)

5 drops  Helichrysum Essential Oil (anti-inflammatory, pain-relieving, and regenerative)

3 drops  Cape Chamomile Essential Oil (calming)

5 drops  Rose Geranium Essential Oil (ease stress and tension)

Method

  1. Melt the mafura butter, beeswax, and cucumber seed oil in a hot water bath. 
  2. Add the essential oils and stir. 
  3. Pour into small moulds (silicone is best) and leave to set up in the fridge before removing. 
  4. To use, rub the truffle between your palms for a few seconds to soften the outer layer. Gently glide the bar over sore or tense areas like your shoulders, neck, lower back, calves, feet etc. Use your hands to massage the melted oils into the skin.

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Cayla Mandean

With a passion for skincare, wellness, and storytelling, Cayla is here to cut through the clutter and empower you with clear, research-backed, actionable knowledge to elevate your beauty routine and well-being. If she’s not outside in nature, at the gym, reading or spending time with her loved ones, you will find her creating clear, impactful content that inspires and informs. Her goal? To make sure you feel confident in your choices and enjoy the journey to an empowered, happier you!


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