Chloe Randall

British Beauty Council’s Sustainable Beauty Coalition launches guide to help consumers

By Chloe Randall | 05 November 2021 | Feature, Movers & Shakers, News, Sustainability & the environment

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British Beauty Council‘s Sustainable Beauty Coalition has created the Planet Positive Beauty Guide; an industry guide featuring easy-to-digest information to help consumers make greener beauty choices more confidently.

A study conducted by tech-company Provenance and online beauty retailer, Cult Beauty, surveyed the attitudes of more than 23,000 beauty shoppers and found that 48% of consumers are looking for more information and clarity about brands’ values and commitments to the environment.

Drawing on a transparency framework from Provenance, the Planet Positive Beauty Guide includes a comprehensive list of claims often made by the beauty industry and straightforward descriptions to help consumers understand what to look for and what to avoid when shopping for beauty products.

The Planet Positive Beauty Guide also highlights certifications and third-party verification that shoppers can easily check for, to ensure brands can back up their eco-claims, and are not greenwashing their products.

Split into four chapters; Ingredients, Packaging, People and Sustainable Sourcing, members of the Sustainable Beauty Coalition including the chair, Jayn Sterland, have contributed to the guide.

“This phenomenon, called ‘greenwashing’ can be seen not only in the misleading use of claims such as ‘natural’ and/or ‘organic’ but also ‘environmentally friendly’, ‘clean’ or ‘green’,” reveals Jayn Sterland, Chair of the Sustainable Beauty Coalition.

“Greenwashing not only means shoppers are making what they think are ‘green’ choices which can actively harm the environment, it also drains credibility from honest brands that are genuinely sustainable and environmentally friendly.”

Click here to read the Planet Positivity Beauty Guide