Glorious Beauty tackles unnecessary waste with 'Love Beauty, Hate Waste' initiative

Glorious Beauty, the online beauty destination, has set out to tackle unnecessary waste in the beauty industry – by selling 'perfectly imperfect' products with great savings – via its new 'Love Beauty, Hate Waste' initiative.

The business, which was launched last year by a "collective of beauty obsessives", is offering deep discounts (40% to 60%) on products from major brands, including Trilogy, PÜR, Sweed, Stila and 100BON, that might otherwise have been sent to landfill.

A dedicated section on the Glorious Beauty website showcases product that is within six months of its expiry date, product with superficial damage, such as slightly scratches, discontinued product and product that has undergone a packaging change. Many of theses products will be available in limited quantities so customers will be encouraged to 'get them before they go'.

Bargains include a Sweed eyelash growth serum for sale at £21 (from £42) to a Stila lip and cheek palette on sale for £14 instead of £28. All products have been tried and tested by the Glorious Beauty team and come with tips and advice on how to get the best from them.

Tracy Moores, Founder & Director of Glorious Brands said: “Sustainability is one of the biggest challenges that faces the beauty industry, with millions of tonnes of products ending up in landfill every year. As we see more robust programmes developing globally, we believe there are simple and small changes we can make to tackle the problem at home.

"We are committed to helping reduce wastage; our Love Beauty, Hate Waste initiative focuses on those perfectly imperfect products that need not end up in landfill, provide great value for our customers and possibly make our higher-priced beauty brands accessible to more.”