The Sustainable Beauty Steps To Take Now

It’s no secret the beauty industry contributes massive amounts of waste to landfill every year – statistics show 120 billion units of packaging are produced annually, of which 40% is never recycled. And while many brands are trying to be more sustainable, meaningful change takes time. Thankfully, there are some small things you can do to make your beauty routine more planet-friendly in the meantime…
By Rebecca Hull /


New to the UK, Ranavat is vegan, organic and only uses recyclable packaging. Its products are just as impressive. Inspired by Indian traditions, they harness the power of adaptogenic herbs, antioxidants and nourishing oils, while the light scents are full of fresh, luxurious notes. From its luminous cream cleanser to bodycare tools and brightening serums, the line-up is concise but considered. 

Shop at

THE EASY-TO-READ GUIDE: Planet Positive Beauty Guide

In the past few years, several brands have taken positive steps to offset their carbon footprints, source more sustainable ingredients and reduce heavy amounts of plastic packaging. But bettering our own understanding as consumers is bound to accelerate the rate of change. That’s why The British Beauty Council’s Sustainable Beauty Coalition created the Planet Positive Beauty Guide. Full of easy-to-digest information, it’s split into four easy chapters that break down the jargon, the certifications worth looking out for when shopping, a guide to product packaging, and tips on how to spot certain logos and understand what is and isn’t cruelty-free. An important read to ensure you’re making informed choices. 

Download it for free here.

THE PLACE TO SHOP: Content Beauty 

You can find the Content Beauty store in North London and online. Not only does it sell a vast selection of eco-conscious brands that are also effective, it stocks brands that eliminate excess packaging and can be easily recycled. Each product is given a ‘badge’ to demonstrate whether it’s vegan, certified organic and/or innovative when it comes to waste innovation. Finally, don’t miss out on Content’s virtual ‘Plastic-Free Swap’ consultation which is free and gives you access to an expert to find out how to make easy swaps for an eco-friendlier lifestyle.



Em-J is an expert in all things vegan and cruelty-free beauty. Follow her on Instagram to find out more about different sustainable brands and for regular advice on how to decode products and understand what really is and isn’t biodegradable. You’ll love her Reels, which are a great way to see the products in action, and don’t miss her full vegan guide which details the products she swears by – spanning body care, haircare and make-up.

Follow @EMJEdit & visit


Rêve En Vert is the platform for sustainable living. From fashion to accessories, beauty to lifestyle, it showcases brands that give back to the environment. A great way to find new products and discover under-the-radar labels, make sure you check out the ‘Editorial’ tab, where articles tackle the common questions faced by the Rêve team – from what’s really in a lipstick to natural solutions for acne-prone skin. Think of it as a one-stop destination for all things eco-beauty. 


THE RECYCLING SCHEMES: Maybelline & Cloud 9

It’s easier than ever to recycle your unwanted beauty items. One brand at the forefront of this change is Maybelline, which has partnered with Terracycle. There are drop-off points across 750 Sainsbury’s, Superdrug and Tesco stores – that number is set to increase to 1,000 by the end of 2022. Unlike some, Maybelline takes all brands and products, be it finished foundations, dried-out palettes or old eyeliners – you don’t have to have bought one of its products to drop it off. For any hair tools you no longer use, Cloud 9 has taken the lead by launching the industry’s first and only recycling scheme for hair tools – worth it considering heat stylers will never decompose. Simply fill out a form, they will send you a pre-paid label so you can drop your package off at the post office. Once the package arrives, all items are manually depolluted, with any recyclable parts removed and shredded. 

Find your nearest recycling station here.

THE REFILL BAR: Selfridges

Following on from the success of its Project Earth initiative, Selfridges has kept its refillable fragrance bar – designed to refill cult scents from brands like Tom Ford, Gucci, By Kilian and Le Labo. You’ll also find the Experimental Perfume Club station that allows you to refill as well as mix and match new fragrances. Better still, when you buy the fragrance at Selfridges, then return to refill it, you’ll get a discount on the overall price. Available in London, you’ll also find the same service at the Manchester Exchange Store. Fingers crossed it expands to make-up, skincare and haircare.

Available in-store at Selfridges.

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