Up-And-Coming Sustainable Beauty Brands To Watch Out For

Alice Hartwell

The world of beauty is constantly expanding. Keeping up with promising new brands, especially those which are sustainable, can be tricky. While we all have our tried and true faves, it’s always good to broaden your horizons, particularly with beauty investments that can help cement a more eco-conscious regimen. As a beauty writer, it’s my job to keep up with the latest emerging brands, here are a few I think you should definitely watch out for.

Brighton-based My Skin Feels is a sustainable skincare brand with a product duo created to make your skin, as its namesake suggests, feel good. They offer a moisturiser and cleanser made with over 99% natural ingredients rescued from the food and drinks industry, that would otherwise go to waste. Already claiming shoutouts from British Vogue and GQ, MSF is certainly a beauty brand on the rise. 

Looking for eco-friendly scents with minimum fuss and maximum luxury? Get to know the solid perfume brand Tenth Muse. Despite only launching in March, brand owner Sophie and her small catalogue of refillable fragrances have already graced the pages of British Vogue and become a top-selling brand at various beauty pop-ups. All TM products are cruelty-free, affordable and interchangeable on the go.

Another beauty brand dedicated to a responsible refill culture is the haircare brand Indie. They’re on a mission to provide high-performance hair products to all, without having to make sacrifices for sustainability. All shampoos and conditioners are available in refill pouches to reduce plastic waste, and work out around 44p per wash price-wise. This brand relies on a combination of natural ingredients and science-backed formulas for, as they put it, haircare that f*cking works.

A deep passion for an inclusive makeup landscape led Elizabeth, the founder of TRU SKN, to launch her beauty venture. This brand offers a range of shade-inclusive makeup staples, formulated to help skins of all tones shine. TRU SKN currently has a selection of cream blushers, highlighters and lipglosses available to shop, all made vegan and cruelty-free with recyclable packaging. The brand also plans to expand to refillable pans in the future, so watch this space.

Zodiac bodycare? I know you’re already sold. Horosoaps is a small brand with a big personality. Boasting a selection of 12 soaps specially designed with fragrances and ingredients for each sign, all their formulas are completely vegan, cruelty-free and packaged with recycled materials. Handmade in the UK, this brand is already available to shop with a range of stockists including She’s Lost Control.

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