Sustainable beauty brands in show of support for EarthDay

Environmentally-minded beauty brands are supporting EarthDay, today 22 April, with a raft of new product launches, pledges and eco-initiatives.

Launched in 1970, the annual day of action is designed to to diversify, educate and activate the environmental movement worldwide.

Natural and cruelty-free skincare brand Tropic is supporting the day with the launch of a new sustainably-packaged lip balm.

Nourishing Tropic Lip Love balm is now housed in new tube packaging made of 95% post-consumer recycled plastic, that is also 100% recyclable.

Tropic Skincare is also running an EarthDay promotion on its Super Greens Nutrient Boost Oil with an offer of a free 6ml mini edition for shoppers who spend £30 or more across the range today.

Plant-powered beauty brand Mawena meanwhile, has launched into Selfridges today as part of the retailer’s ‘Project Earth’ edit which features a curated collection of beauty products using patented active ingredients.

Inspired by the traditions passed down through generations of Maya women, the Mawena skincare range is housed in eco-friendly packaging, featuring recyclable glass, vegetable inks and no additional paper.

The raw ingredients are purchased directly from the community’s co-op at consistently above market prices and the brand gives back €2 to the co-op to ensure continued support.

AnotherEarthDay initiative has also seen home beauty booking service Ruuby partner with Earthly to launch a new initiative which will see a tree planted for every booking received.