Samantha Cusick, founder of Samantha Cusick London and Stā Studios, is calling on the industry to unite behind the Great British Beauty Clean Up, a nationwide initiative led by the British Beauty Council to reduce waste and improve sustainability across the sector.
The call to action follows Samantha’s recognition as a sustainability leader, having recently won two major sustainability awards in 2025 – including at the British Hairdressing Business Awards – acknowledging her long-standing commitment to responsible business practices and environmental progress.
Now, Samantha is using her platform to encourage salons across the UK to take part in the Great British Beauty Clean Up, helping to drive measurable change at a grassroots level. 56% of consumers do not recycle bathroom empties, but by providing a drop-off location for these products, salons can help reduce and eliminate this number.
“Sustainability can’t sit with just a few brands or individuals; it has to be collective,” says Samantha. “The Great British Beauty Clean Up gives salons a clear, practical way to get involved, educate their teams and clients, and actively reduce waste. This is about momentum and accountability – together.”
Launching on 2 March, salons are encouraged to confirm their participation in the Great British Beauty Clean Up and become official recycling drop-off locations. The British Beauty Council has partnered with MYGroup to create a dedicated recycling box: a simple, pre-paid solution designed specifically for hard-to-recycle beauty waste including mixed plastics, cosmetic packaging and foils. This initiative offers salons a tangible way to manage waste responsibly while engaging clients in the sustainability conversation.
Across her London salons and education spaces, Samantha has consistently embedded sustainability into everyday operations, from conscious material choices to waste reduction strategies and education-led awareness. Her involvement in the Great British Beauty Clean Up marks the next step in broadening that impact industry-wide.
“As an industry, we influence thousands of clients every year,” Samantha adds. “If salons lead by example, and we encourage clients to bring back empties from all brands, real change becomes visible, accessible and achievable.”
Salons can confirm their involvement here.
Salon can sign-up to the MYGroup for recycling boxes here.
