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Make-up by Athena Paginton, hair by Anna CofonePhotography Felicity Ingram

SUSTBeauty is your new favourite destination for sustainable beauty brands


TextAlex Peters

Launching today, the online retailer puts environmental responsibility and sustainability at the forefront of its aims

Earlier this year, the UK parliament declared a climate emergency. Last month, the Global Climate Strike saw young people around the world walk out as part of the biggest environmental protest in history, while on Monday Extinction Rebellion kicked off their latest shutdown of London with a two-week stint of non-violent protesting.

It’s safe to say that it’s more important than ever to be environmentally sustainable – in all aspects of our lives, including beauty. From Lush and Bleach London to La Bouge Rogue and Charlotte Tilbury, many brands have been taking steps towards becoming more sustainable through the reduction of plastic, the introduction of alternative packaging and vegan initiatives. But with so many products on the market, it can sometimes be overwhelming to pick out the ethical brands from the green-washing masses. Luckily, it just got a whole lot easier to shop conscientiously. 

Introducing SUSTBeauty: a new online retailer putting environmental responsibility and sustainability at the forefront. Launching today, SUSTBeauty is a thoughtfully curated selection of effective products that are sustainably made, non-toxic and responsibly packaged. In order to make it onto the site, a brand must work within a code of ethics set out by the platform including concerning its carbon footprint, packaging, synthetics and manufacturing and workforce ethics.

“There is still a sense that to be truly responsible you have to make some kind of sacrifice or compromise on quality or experience and that ethical beauty is a bit worthy and boring,” says founder Zahra Broadfield, who drew from her years of experience as a beauty buyer at Harvey Nichols when launching her own platform. “What I realised is that if you look hard enough, do the research and due diligence, the standard of product within this growing category is very impressive. The issue is that the average person does not have time or energy to do this research.”

Wanting to make things as easy as possible for her customers, Broadfield’s product curation for SUSTBeauty cuts through the green-washing and the confusion over the terminology to offer customers the best in beauty without any ethical compromise. “We all know that as many people as possible need to be making small changes in order to have a wider impact, but if those changes don’t fit into your lifestyle, you’re going to struggle to make them stick,” she says. “The beauty industry at large is not moving as quickly is it needs to and so far there isn’t a strong voice leading the change in the way that we’ve seen in the fashion industry. There is a beauty blind spot that urgently needs attention and that’s where I believe SUSTbeauty can make a difference.” 

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