March 2024 marks a major step towards sustainability in the beauty industry, as the British Beauty Council’s Sustainable Beauty Coalition launches ‘The Great British Beauty Clean Up.’ Supported by over 50 leading retailers, brands, and industry professionals, the initiative aims to tackle the growing issue of beauty packaging waste and educate consumers on recycling and sustainable beauty practices.
Addressing Beauty’s Waste Problem
Research from the British Beauty Council highlights a pressing issue: 86% of plastic beauty packaging in the UK is not recycled. While 79.3% of consumers acknowledge the importance of sustainability in their purchasing decisions, only 23.4% currently use refillable skincare products. These statistics reveal a significant gap between environmental awareness and action.
The beauty industry produces a vast amount of waste, much of which ends up in landfills due to complex packaging materials that make recycling difficult. ‘The Great British Beauty Clean Up’ seeks to bridge this gap by promoting refill, reuse, and responsible recycling.
Industry-Wide Support
A first-of-its-kind collaboration, the initiative is backed by major retailers such as Boots, John Lewis, and Tesco, alongside beauty brands like L’Oréal and ELEMIS. The programme aims to reach consumers both online and in-store, ensuring widespread awareness and participation.
The British Beauty Council is also revamping its interactive recycling map, allowing consumers to locate drop-off points for hard-to-recycle beauty packaging across the UK. This map will provide updated locations for various recycling schemes run by participating brands and retailers.
What Can Be Recycled?
Consumers are encouraged to collect beauty packaging that cannot be placed in standard household recycling bins. These include:
- Travel-sized products (minis, samples, mascaras)
- Composite packaging (make-up palettes, compacts, lipsticks)
- Non-recyclable materials (toothpaste tubes, lotion pumps)
By identifying these items and taking them to designated recycling points, consumers can help reduce landfill waste and contribute to a more circular beauty economy.
How Retailers Are Supporting the Initiative
- Boots is promoting its Recycle at Boots scheme, available in over 800 stores. Customers who deposit five beauty empties and spend £10 receive 500 Advantage Card points (£5 value).
- L’Oréal is spotlighting the Maybelline recycling programme, with drop-off locations in Sainsbury’s, Superdrug, and Tesco.
- John Lewis is encouraging customers to recycle through its BeautyCycle scheme, offering rewards on B-Corp certified beauty products.
- ELEMIS is raising awareness in its London stores, launching a new customer loyalty recycling initiative and promoting the campaign online.
- The Hut Group (Cult Beauty and LOOKFANTASTIC) is promoting its recycle:me programme, which allows customers to recycle beauty products via Royal Mail’s doorstep collection service.
Engaging Consumers Beyond Recycling
Beyond providing recycling options, the initiative aims to shift consumer habits towards more sustainable beauty choices. The British Beauty Council and participating brands will launch educational campaigns to promote refillable packaging, eco-conscious product design, and responsible disposal habits. By creating awareness about the full lifecycle of beauty products, the campaign seeks to encourage long-term changes in purchasing and waste management.
Key Sustainability Dates
‘The Great British Beauty Clean Up’ will run throughout March, aligning with significant environmental awareness events, including:
- Waste Week (3rd-9th March)
- Global Recycling Day (18th March)
- United Nations International Day of Zero Waste (30th March)
A Call to Action
The British Beauty Council and its partners are urging beauty shoppers to take responsibility for their beauty waste. By making simple changes such as using refillable products, choosing brands with sustainable packaging, and recycling correctly, consumers can contribute to a more sustainable future for the beauty industry.
As the campaign gains momentum, industry leaders hope that ‘The Great British Beauty Clean Up’ will drive real change, reduce landfill waste, and shift consumer behaviour towards eco-friendly beauty practices. The success of this initiative could also encourage further innovations in sustainable beauty, setting a new standard for the industry.