On 2 March earlier this year, at the historic Speaker’s Corner in Hyde Park, the second annual British Beauty Clean Up was launched by the British Beauty Council’s Sustainable Beauty Coalition.

The event brought together a powerhouse collective of brands and industry leaders, with representatives from Neal’s Yard Remedies, L’Occitane en Provence, ELEMIS, NEOM Wellbeing, Scrummi, The Boots Group, MYGroup and Philip Kingsley among others, gathering to advocate for a shift away from ‘discard culture’ and mark their commitment to a more circular beauty industry.

On the importance of the campaign, Victoria Brownlie MBE, Chair of the Sustainable Beauty Coalition, said:

‘The Beauty Clean Up is about reimagining waste completely. More than just a campaign, this is a blueprint for change. Whether it is educating consumers on ‘hard to recycle’ items, donating surplus stock to prevent landfill waste, offering consumers the opportunity to reuse and refill, or utilising organisations like MYGroup to turn compacts into construction materials, we are asking the industry to think more purposefully about closing the loop and reducing our industry’s waste impact.’

The campaign ran through the month of March, generating significant impact – with over 55 brands and businesses involved, over 580,000 views across organic and collaborative social media content and over 9,000 unique visitors to the campaign landing page.

Get involved for 2027?

The British Beauty Clean Up will be back in March 2027. The campaign will continue to focus on the core message of ‘Refill, Reuse, Recycle’, promoting sustainable practices, packaging and products nationwide. We encourage beauty brands, retailers, salons and manufacturers to join us in 2027 to build on previous success and drive urgently needed industry change.

To register your interest, email the Sustainable Beauty Coalition on sbc@britishbeautycouncil.com.