Beauty and health care retailer Holland & Barrett is taking steps to reduce its landfill waste by selling cosmetics past their best before date.
The concept, which is set to be trialed in 25 stores in Devon and Cornwall, will apply to all stocked products excluding vitamins, chilled or frozen food, milk products, and protein shakes and powders.
If successful, Holland & Barrett will roll-out the concept across the rest of the UK, covering 800 stores.
Commenting on the decision, Holland & Barrett’s Group Innovation Director, Hilary Leam said: “It is estimated that the UK generates 41.1 million tonnes of commercial and industrial waste each year.
“In recent years we have seen an increasing demand from our customers who wish to buy products that have past their best before end date, but best before end dates can confuse many shoppers and encourage needless waste.
“These labels are only a quality indication, which tells the customers that the product may no longer be at its ‘best’, but is still safe to be sold and consumed after this date.”
Holland & Barrett will offer the products for a discounted price.
“We hope that this initiative will help our customers save money where they can, while also helping us to reduce our waste,” added Leam.
In 2010, Holland & Barrett became one of the first retailers to stop using plastic bags and banned micro plastics from all of its products in 2012.
Earlier this year, it also became the first company to stop selling wet wipes in its stores.