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Brief Published: 29 Apr 2021

Sustainability: The Next Beauty Box Craze

Extra
Birchbox x Stasher

Subscription beauty boxes are taking a sustainable turn, with new launches in the UK prioritising eco-consciousness in both packaging and product, lending cool kudos to green beauty initiatives. 

For its April beauty box, UK subscription service Birchbox collaborated with traditional cardboard packaging with US-based Stasher, maker of a silicone alternative to single-use plastic bags, to replace its typical cardboard box. The co-curated beauty products arrive in a reusable Stasher bag as part of Birchbox’s commitment to ensuring at least 25% of its traditional boxes are reusable items.

The environmentally conscious collaboration features products such as UK-based Greenfrog Botanic’s new Botanic Shampoo Bar, which caters to the growing demand for solutions that cut down on plastic waste, and French brand Huygens’ Organic Night Repair Oil, which is made with 100% ingredients of natural origin and 25% ingredients produced from organic farming.

Fashion and beauty etailer Revolve’s new Clean Beauty Bag similarly features a collection of skincare essentials with ‘clean’ and plant-based formulas that are marketed as kind to skin and planet. It caters to consumers “looking to make changes to their summer routine with the environment in mind,” the website reads.

Included in the line-up are brands such as US-based indie darling Rituel de Fille and Herbivore, which have become synonymous with ‘clean’, natural and conscious living.

Initiatives from these mainstream eco-friendly beauty brands introduce sustainable alternative products to a wider audience while also showcasing the viability of planet-prioritising packaging. “There is a need for brands to innovate their packaging to save our planet and reduce waste,” said Alex Vallbona, Birchbox’s president for Europe.

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