How beauty brands are celebrating Earth Day 2024

Earth Day is an annual event to demonstrate support for environmental protection. It aims to hold sectors accountable for their role in the environmental crisis while also calling for bold, creative, and innovative solutions.

This will require action at all levels, from business and investment to city and national government, according to EARTHDAY.ORG, the world's largest recruiter for the environmental movement,  which works with over 150,000 partners in nearly 195 countries to build environmental democracy.

TheIndustry.beauty explores how the beauty industry is celebrating Earth Day and how the campaigns, products and pledges hope to encourage conversation on environmentally friendly practices within the industry.

Neal's Yard Remedies

Neal's Yard Remedies believes Earth Day is all about highlighting the importance of protecting the planet and ensuring that its precious natural resources remain intact for future generations. It described Earth Day as a call for governments, businesses, and individuals alike to invest in a better future for our earth.

The brand has supported this idea since opening in 1981 and has found ways to reduce its impact ever since. Working in partnership with organisations like the Soil Association and CarbonNeutral has powered a number of firsts for Neal's Yard Remedies in the industry too. This includes being the first brand to ban plastic microbeads in the UK and the first beauty brand to use certified organic frankincense, among other achievements.

Looking ahead, to mark Earth Day 2024, the brand has reaffirmed its commitment to its 'Stand By Bees' campaign. Spearheaded by owner and CEO Anabel Kindersley, the initiative seeks to put an end to the use of toxic pesticides in an effort to halt the drastic decline of bees and other pollinators in the UK. Working with over 105 other businesses and organisations, the campaign has started to see traction in parliament for a new UK-wide ban.

Neal's Yard Remedies is also celebrating Earth Day with £5 refills at its Covent Garden flagship store across its Bee Lovely Bath & Shower Gel and Geranium and Orange Hand Wash.

Aveda

This Earth Day, Aveda is urging consumers to skip a hair wash day to save an average of six gallons of water per person and help spread awareness for the clean water crisis by posting their no-wash style using #NoWashDay on social media.

As part of this, the brand is encouraging customers to extend the time between washes with haircare products such as its Shampowder Dry Shampoo, Scalp Solutions Refreshing Protective Mist, and Botanical Repair Strengthening Overnight Serum to "keep hair feeling and looking fresher for longer".

It comes after Aveda pledged to donate $5 from every purchase of its Shampure Nurturing Shampoo Bar to go towards partner Charity:Water during Earth Month, 1-30 April 2024. Today, it is donating 100% of all sales to the charity's efforts to bring clean water to people in need in India, Nepal and Madagascar.

The brand is also supporting Charity:Water with a donation fundraiser, where 100% of every donation made will go towards the organisation's work in providing access to clean water projects around the world. "When we come together, small actions make a powerful impact," Aveda emphasised.

The Perfume Shop

British fragrance retailer The Perfume Shop has shared its updated initiatives to support saving the environment and planet.

These initiatives include the UK’s biggest perfume bottle recycling service, a commitment to only using recycled materials in its new store refits, a focus on reducing waste and its carbon footprint, and the retailer's continued efforts with the UK’s first, industry-leading multi brand fragrance refill station in partnership with L’Oréal.

Managing Director Gill Smith said: "At The Perfume Shop, we’re always driven by doing good. One of our number one aims as a company is to always put our customers first while promising to focus on what matters most. We’re proud of the amazing work we’ve already achieved as a business with our partnerships and how we can look to combat the larger issues our planet is facing. In 2023, we saw great changes at The Perfume Shop and want to build upon this as we continue into 2024 and beyond."

It comes after the retailer recently invested £2.5 million into a new "industry-leading" automation system at its Dunstable warehouse, allowing the business to future proof its distribution capabilities. The new system promises three times quicker processing of customer orders and a reduction in packaging of 40%.

Chantecaille

For over 25 years, Chantecaille has worked to establish a luxurious standard in the world of plant-powered botanical skincare, fragrance, and colour cosmetics. The brand launched its first conservation collection in 2006, sparking a commitment to giving back that has become its hallmark.

What began as founder Sylvie Chantecaille’s personal passion has blossomed into a robust collection of limited-edition and permanent products that raise awareness and support the protection of endangered elephants, wild horses, at-risk oceans, coral reefs, gorillas, wolves, hummingbirds, and more.

To celebrate Earth Day 2024, the brand has launched an exclusive offer for customers to receive 25% off its philanthropy collections when buying two or more products.

SBTRCT

Zero-waste skincare brand SBTRCT continues its mission to offer the highest performing skincare products with the lowest environmental impact, not only on Earth Day but all year round.

The brand has introduced a 25% online discount with the message 'Planet vs Plastic' this Earth Week. Founder Ben Grace also took to Instagram today to encourage consumers to make little changes to their routines to help solve the plastic pollution crisis.

"If you ever needed any proof of the scale and size of the plastic pollution problem, the very fact that Earth Day 2024 has dedicated its entire global theme to tackling this issue can give you a good indication. I appreciate more than anybody how difficult it is to reduce the amount of plastic in our lives, but what I would say is that there are so many brilliant companies out there, and SBTRCT is one of them, that are doing everything they can to provide plastic-free alternatives that really don't compromise on performance or results," shared Grace on the social media platform.

Founded in 2020, SBTRCT was inspired by founder Ben Grace's desire to clean up the beauty industry with a vision of "less is more". The brand creates solid alternatives to skincare fundamentals, all of which are 100% plastic-free, palm oil-free and waterless, to help address the "three biggest environmental challenges facing the industry".