Beauty brands aren’t doing enough to make their products sustainable, say three quarters of shoppers

A new survey by The Pull Agency reveals brand transparency will be vital to gain UK consumers’ trust

New data has revealed that almost three quarters of UK consumers (71%) do not think that brands or retailers are doing enough to make their beauty and personal care products sustainable.

The survey of 2,000 UK shoppers was commissioned by The Pull Agency, a creative agency specialising in health and beauty brands.

Plastic waste was identified as a major concern for those surveyed, with around half (46%) viewing it as the biggest sustainability challenge.

When asked what solution they most want to see, one in five (19%) said they would like less packaging in their beauty and personal care products, while 17% would like more products with natural ingredients.

Other areas of interest were found to be sustainable packaging (12%) and in-store recycling bins (11%).

However, there is scepticism among consumers, with 70% admitting they don’t find brands’ current sustainability claims helpful when it comes to choosing one product over another; almost all of those surveyed (94%) think brands need to be more transparent about their sustainability credentials.

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