SBTRCT addresses 'ugly side of beauty' in first-ever campaign
Zero waste skincare brand SBTRCT has launched its first-ever campaign to highlight the beauty industry’s contribution to plastic pollution.
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".
Launched to coincide with Earth Day on 22 April 2023, the new campaign calls on consumers to swap one of their personal care products to a solid or plastic-free alternative.
It also urges consumers to sign an Earth Day petition for a global plastics treaty, encouraging governments to do more to reduce plastic.
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Ben Grace, Founder of SBTRCT, said: “Research estimates that 171 trillion pieces of plastic are floating in the world’s oceans – a figure that will quadruple by 2040 if we don’t change behaviours. The beauty industry is a major contributor to this and has been too slow to respond.
"Consumers are starting to question their purchasing choices and the claims being sold to them and, with exceptional expert alternatives now available, habits are changing and brands who don’t respond will rightly be left behind.”
The campaign follows SBTRCT's launch at Sephora UK last month. The brand also recently joined the beauty offering at Harrods, becoming the first solid skincare brand to be sold at the luxury retailer.
