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Brief Published: 15 Jul 2019

Sustainability Fever Hits Holland & Barrett

Zero Waste Beauty

This is the year of sustainability, and British high-street retailer Holland & Barrett is ramping up its eco credentials in a big way. By diversifying its brand and product portfolio to cater to multiple sustainable touchpoints, and offering a one-stop shop for ethical premium and mass beauty, it’s repositioning itself as a hub for green living – shaking off its dusty health store image.

  • Eco-Friendly Periods: The feminine care industry is experiencing a complete transformation, and bold indie brands are championing a sustainable revolution. Holland & Barrett is investing in companies that are reinventing sanitary products.

    UK start-up Flux offers reusable leak and stain-resistant underwear with the aim of replacing sanitary products altogether. The underwear soaks up to around four tampons’ worth of blood thanks to a patented built-in technology that absorbs moisture. 
  • Plastic-Free Developments: The retailer has also added biodegradable glitter to its portfolio, due to growing concerns about the toxic impact of microplastics.

    Glasgow-based Beauty Kitchen has launched the world’s first fully biodegradable glitter product. The 0% plastic Eco Glitter Balm is a multi-use product that can be applied as a highlighter, eyeshadow and lip balm. The formula contains British eco-friendly glitter brand Bioglitter’s Bioglitter Pure, which uses a patented coating technology to eliminate plastic and aluminium. The product went on sale last month.
  • Eliminating Single Use: Holland & Barrett is also betting on beauty brands that are eradicating single-use products.

    As an alternative to cotton pads, its own brand Zero-Waste Beauty is launching a washable version of this bathroom staple. Each pad is made from organic cotton and a biodegradable heat-sealed glue which holds the cloth together. Users simply wash and line-dry the pads to reuse them.

    British brand LiveCoco’s Oral-B* Compatible Electric Toothbrush Replacement Heads are aiming to positively shift consumer behaviour. The brand encourages customers to recycle the plastic brush heads by sending them back to the manufacturing plant via post.