British beauty council launches planet positive beauty guide

The British Beauty Council has launched the Planet Positive Beauty Guide to help consumers make more sustainable purchases. Created by the council's Sustainable Beauty Coalition in collaboration with independent experts from across the industry, the guide helps consumers confidently make greener beauty choices and spot when companies are 'greenwashing' products, as well as explaining jargon such as 'net zero' and 'sustainable'. The guide features a study from Provenance, which revealed that 48% of beauty shoppers are searching for more information surrounding the values and environmental commitments of their favourite brands. Meanwhile, a poll by weDo revealed that 61% struggle to tell if the products they are purchasing are sustainable or not by their packaging alone. “Greenwashing not only means shoppers are making what they think are ‘green’ choices, which can actively be harming the environment, it also drains credibility from brands genuinely dedicated to sustainability and being environmentally-friendly,” said Jayn Sterland, chair of the Sustainable Beauty Coalition. https://www.instagram.com/p/CVunkhaAhro/

What does the Planet Positive Beauty Guide Cover?

The guide focuses on four main areas, including ingredients, packaging, people, and sustainable sourcing. It gives consumers an outline of what to look out for to ensure they are shopping sustainably. Each element has a section listing the terms and claims to look out for, explaining what each phrase and buzzword means in simple terms, as well as what the logos often seen on the packaging of beauty products represent. It also provides a list of easy swaps customers can make on their journey to become more planet positive. The British Beauty Council launched the Sustainable Beauty Coalition in July this year to help tackle the global climate change emergency by creating a framework of action that the beauty and wellness industry can collectively follow to boost its sustainability efforts. In other news, Kao has announced that its operations will become climate neutral in the UK and Germany in 2022.