The event brought together a powerhouse collective of brands and industry leaders marking a commitment to a more circular beauty industry. Standing near Marble Arch, representatives from Neal’s Yard Remedies, L’Occitane en Provence, ELEMIS, NEOM Wellbeing, Scrummi, The Boots Group, MyGroup, Philip Kingsley, and more gathered to advocate for a shift away from “discard culture”.

A Month of Action

The launch marks the beginning of a month-long campaign dedicated to promoting sustainable practices, packaging, and products nationwide. This year’s mission goes beyond awareness, focusing on three key pillars:

• Recycling: The Council has partnered with waste management innovator MYGroup to provide a zero-landfill recycling solution for hard-to-recycle items like mascara tubes, pumps, and hair foils.
• Reuse and Refill: The campaign promotes the shift toward reusable and refillable products with the aim to reduce the billions of single use packaging units produced globally each year.
• Repurposing Surplus: Brands and retailers are encouraged to donate surplus stock or discontinued lines to organisations like In Kind Direct, The Hygiene Bank, and Beauty Banks instead of destroying them.

Speaking at the launch of the Clean Up, Victoria Brownlie MBE, Chief of Policy and Sustainability said “The 2026 Great British Beauty Clean Up is about reimagining waste completely. This isn’t just a campaign; it’s a blueprint for change that every organisation and individual across the Sustainable Beauty Coalition has worked tirelessly to build.

Proving that when we unite, we build a better future.

“Whether it is educating consumers on ‘hard to recycles’, 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.”

Why It Matters

With the beauty industry producing 120 billion units of packaging each year (according to the Environmental Protection Agency), the need for collective action has never been more urgent. New research from the British Beauty Council and UNiDAYS survey (of 3533 students in Jan 2026) reinforces this need, revealing that 84% of Gen Z students now consider sustainability a deciding factor at the checkout. However, a significant education gap remains; 26% of students are unaware that most beauty packaging is even recyclable. Furthermore, 71% say they would recycle more effectively if packaging provided clearer disposal instructions.

Building on last year’s success, which reached over 160 million people, the 2026 initiative aligns with Global Recycling Day (18 March) and the UN International Day of Zero Waste (30 March) to ensure beauty sustainability remains a global priority. By highlighting “return for reward” schemes and providing clear recycling tools, we are working to bridge the gap between Gen Z’s environmental ideals and their everyday habits.

How to get involved

The campaign runs throughout March and the Council is encouraging all businesses across the industry to join the movement via the following:

1. Download the Campaign Toolkit: Businesses can still access social media assets, window decals, and guides on implementing take-back systems.
2. Order MYGroup X British Beauty Council Recycling Boxes: Members and patrons can use the code BBCOMEMBER15 to receive 15% off a take-back box (£74.80) with a free collection service when full.
3. Promote Better Practice: Use this month to educate consumers and incentivise better recycling habits across the board.

Victoria concludes: “With GBBCU 2026 now in full swing, we look forward to seeing the effective change it brings in increasing both industry and consumer awareness about recycling, reuse and refill with a view to creating long lasting behavioural change.”