I'm Sceptical of Eco Beauty Brands, But These 14 Products Have Blown Me Away

As a beauty journalist, I am in what some might call a rut. For years, I have made it my mission to give people as much information as possible on as many beauty products as possible so that they can make an informed decision on what to buy. However, in recent years, the amount of choice has increased dramatically. There are more beauty brands and products than ever before, and it’s virtually impossible to keep up with.

My rut, however, is not founded in pressure to keep up but rather the pressure to sell. You see, just like in virtually every aspect of our lives, the overconsumption of beauty products is getting somewhat out of hand. We have 10-step routines, multiple cleansers, countless serums and drawers full to the brim of makeup. The truth is it shouldn’t need to be this way. 

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(Image credit: @LUCYWILLIAMS02)

This level of overconsumption is far from our fault. You see, if the beauty products we bought actually worked, we might not feel the need to continue buying more. The bigger issue of sustainability in beauty right now is not down to simple things such as recyclable and "biodegradable" packaging (which, by the way, is rarely as biodegradable as they make out) but rather the number of products being produced and consumed. According to Zero Waste Week, the global beauty industry produces more than 120 billion units of packaging every year, and you can bet that thanks to stringent recycling rules in the UK, the majority ends up in landfill. Take into account the carbon emissions likely being produced with virtually every manufacturing, shipping, and shopping process and it begs the question: How eco can a new, seemingly sustainable product really be?

So with every beauty product I recommend, I feel as though I have the weight of the world (quite literally) on my shoulders. Because of this, when it comes to eco beauty products, I am incredibly sceptical. Sure, the packaging can be recyclable and refillable and the ingredients locally sourced, but if it doesn’t work, that product is doing little more than negatively contributing to a very serious problem. 

And so, over the past few months, I have made it my mission to source the very best, most efficacious eco beauty products. They may not appear as sustainable as you might think at first, but their pledges and behind-the-scenes programmes make for a much better beauty world. And the best bit? They actually work. Keep scrolling for the best eco beauty products out there.

Freelance Beauty Editor

Shannon Lawlor is a renowned beauty journalist and has contributed to Who What Wear’s beauty content since 2020. As a leading beauty editor, expert and brand consultant, she has over eight years of experience working for some of the industry’s most esteemed titles, including Who What Wear (of course), Glamour UK, Stylist, Refinery29 and Fabulous. Having also worked behind the scenes with some of the industry’s biggest brands and retailers, Shannon has a unique insight into what people really want from their beauty routines. Understanding that beauty lovers seek honest, open and responsible advice, she has it made her mission to demystify the intimidating world of beauty, taking a no-frills approach to the most relatable topics. While Shannon is the first to admit she doesn’t hold the answer to every beauty question out there, she is dedicated to sharing her expert insights in a bid to help. As a self-proclaimed lazy girl, Shannon has an affinity for easy-to-use, foolproof beauty products and has made it her mission to scope out the best of the best. When she’s not working, Shannon is likely soaking in the bath or giving no-holds-barred beauty reviews on Instagram from her bathroom floor.