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BARE NECESSITIES MAKES A GREEN MAKEOVER LOOK ELEGANT AND FEEL EASY

As mounds of waste grow on the planet, what do you think is to blame? Your toothbrush? Straws? Sanitary pads? Frankly, all of it, says Bare Necessities.

Set up as a sustainable lifestyle brand, Bare Necessities offers zero-waste alternatives to personal and home care products. It does everything from pencils, makeup removers and surface cleaners to a board game with learnings about sustainability woven in.

By not restricting to a single product category, it takes a holistic approach towards the green lifestyle, implying that while every little bit counts, it is the big shifts that will pull us back from the point of no return.

To create a hub of sustainable practises, Bare Necessities also offers educational material – webinars and workshops – to encourage active participation and mindful living over passive alliance through product purchases.

With such a serious commitment on demand, how does the brand not scare away consumers?

It romanticises clean living through stylish packs and presentation.

‘Bare necessities’ means living with the bare minimum, and in the context of the brand, living without creating waste through consumption and disposal; an idea off-putting to a society that views increased consumption and materialism as rewards for their daily hard work.

But the idea has been made appealing by associating it with products that come in sophisticated, minimalistic packaging i.e. mellow colours and a neat print that doesn’t pop. The line drawing of a plant, with the tendrils, stems and roots depicted delicately, highlights the product’s natural components and its non-toxic impact on the environment. And it evokes trust in all it promises through transparent jars and the broad capital letters of ‘bare’ that signal authority.

Bare Necessities’ aggregation of all necessary resources into a one-stop shop eases the confusion felt by the consumer willing to shift to a zero-waste lifestyle but unsure where to begin.

It makes available a wide range of products from the home, personal care and lifestyle category required to live in an urban setup. It offers guidance through online courses, books and games, blog piece, webinars and podcasts. For organisations looking to reduce their footprint, it provides consultations and workshops, tailored to their everyday reality.

Lastly, the brand makes sustainable living seem like an active cultural movement rather than something that exists on the periphery.

New-age movements can feel tough to adopt when they seem niche. By having small, periodic pop-ups notify website visitors of recent purchases made somewhere in India, it subtly indicates ongoing real-time adoption and encourages the visitor to follow suit.


All images taken from Bare Necessities