The New Renaissance of Beauty and Wellness Through the Green Economy

Beauty and wellness remain for both women and men an important target also because the global attractiveness is considered a cue indicating the ability to maintain beauty and wellness. Consequently, neuromarketing has born, as an innovative mean to interact with consumer’s trend, actually looking for high-quality and natural cosmetics and food. By the biometric studies, in fact, it seems possible to verify the consumers’ willingness to buy the right products they are looking for. On the other hand, customers are requesting cosmeceuticals and nutraceuticals which, acting positively on the superficial appearance of face and body, seem to be able to boost the immune system also, limiting the stress conditions. This general disease is induced by the actual way of living in a planet invaded by a great quantity of waste released from the human’s activities. The consequent pollution alters the ecological balance of the body, influencing negatively the life of animals and plants also. Thus, the induced stress, further increased by the COVID-19 spread, could change the neural conditions of human brain. Consequently, in humans could decrease production of stem cells and cortisol from the neurons, while in plants the pat-terns of growth could affect both cuticle and stomatal conductance of the leaves. Thus, the brain, under condition of psychosocial stress, actively demands energy from the body eliciting a marked increase in eating by a major intake of carbohydrates, removed from the requirements of other organs. In any way, pollution provokes a widerange of adverse health and social effects, further worsen by an increased worldwide aged population who, requiring more food and goods increases the waste production. What the proposed solution? To change the actual way of consumption and production, it is necessary to optimize the re-sources of raw materials, minimizing waste that should be recycled and reused by a green economic approach. Therefore, the need to realize a new industrial Renaissance reducing the use of natural material by the utilization of waste by-products and sustainable technologies at low consume of energy and water. So doing, it will be possible to maintain the human wellbeing in an environment in which the species’ biodiversity could be assured. At this purpose, chitin nanofibrils(CN), nano-lignin (LG) and their derived compounds have been proposed to make nanoparticles (NPs) by the use of water as solvent. These NPs, loaded by different active ingredients and bound on the surface of natural bio-fibers may be used to make biodegradable carriers structured as innovative non-woven tissues and films. Depending on the polymers selected to make the micro-nanocomposites and the actives loaded into the fibers, these new vehicles may be used to produce smart cosmeceuticals, nutraceuticals or advanced medications. It is interesting to underline that all these innovative NPs and tissue/films can be produced by natural polymers and ingredients, obtained from waste materials, and produced by sustainable technologies at low consume of water and energy, according to the new green economy.