84% of Gen Z want sustainable beauty, but recycling habits fall short

The global beauty industry produces over 120 billion units of packaging each year, yet many consumers remain unaware that much of it can be recycled.

A recent survey conducted by the British Beauty Council, in collaboration with discount platform UNiDAYS, questioned 3,533 students to explore Gen Z attitudes toward sustainable beauty.

The findings revealed that 56% of respondents always recycle, 27% sometimes recycle their beauty empties, but 26% remain unaware that most beauty packaging can be recycled.

Attitudes toward sustainability are improving, as 84% consider sustainability important when purchasing beauty products, while 78% actively seek out sustainable brands.

Incentives also play a key role, with 86% saying they would be encouraged to buy more sustainable products if offered discounts, loyalty points or store credit.

The British Beauty Council said these insights provided "valuable data", highlighting the ongoing need for consumer awareness, education and brand engagement in sustainable practices.

It comes as the council’s flagship initiative, The Great British Beauty Clean Up (GBBCU), returns, partnering with brands and businesses to encourage recycling, take-back schemes and other sustainable initiatives.

Running throughout March, the campaign aligns with Global Recycling Day (18 March) and the UN International Day of Zero Waste (30 March).

A central feature of this year’s GBBCU is a co-branded recycling box, developed in partnership with waste management innovator MYGroup.

The box provides a "zero-landfill and incineration" solution, collecting items that are typically hard to recycle - such as compacts, mascara tubes, and pumps - as well as hazardous materials like used hair foils.

Millie Kendall OBE, CEO of the British Beauty Council, said: "Empties are often hard to recycle and even more difficult to repurpose, so what's better than this easy solution.

"Not only will they take back your empties, but they’ll be repurposed into usable items, such as school furniture."

Beyond recycling, the event encourages brands to promote reusable and refillable products, helping consumers move away from a single-use culture.

It also urges companies to prevent usable products from going to landfill or incineration by collaborating with organisations that redistribute surplus goods, including Beauty Banks, The Hygiene Bank and In Kind Direct.

Surplus stock, discontinued lines or items with minor packaging imperfections can be sold or donated rather than destroyed.

Victoria Brownlie MBE, Chief of Policy & Sustainability at the British Beauty Council, said: "Whilst there is some great work going on in the industry, we can and must do better. With the industry accounting for one-third of all landfill waste, simply recycling is no longer enough.

"The 2026 Great British Beauty Clean Up is about reimagining waste completely. We are asking the industry to think more purposefully about closing the loop when it comes to packaging."