New retailer Earthly Matters becomes London Carnaby district's first beauty and household refill store

New retailer for eco-conscious consumers makes bricks-and-mortar debut in UK capital’s famous West End shopping area

Earthly Matters is the latest beauty and household refill store to open in London’s Carnaby district.

Joining the city’s famous West End shopping area, the debut store, situated at 5 Newburgh Street, is said to be a first of its kind in the area, featuring environmentally-friendly products from personal care to health supplements and dried groceries.

Visiting customers to the one-stop-shop are encouraged to bring their own empty containers and refill them to cut down on single-use plastics.

Beauty products as part of the retailer’s in-store include Faith in Nature, Friendly Soap, Pitt Balm and toilet roll brand Who Gives A Crap.

“We are really excited to open Earthly Matters in this exciting and vibrant location,” said founder Audrey Kelly.

“We are a small independent business providing eco-friendly, refillable products with a friendly customer environment.”

But Kelly said it would be “foolish” not to be concerned about the rise of online retail, and hopes that her company’s eco-credentials will be enough to overcome the threats of online.

“We can provide a diverse range of products compromising a package-free and eco refills to the conscientious buyers, as well as able to offer personal advice for our range.”

She also told Cosmetics Business it would be “lovely” to open an accompanying store, but is not in the market to extend her bricks-and-mortar portfolio just yet.

Samantha Bain-Mollison, Retail Director at Shaftesbury, British retail investment trust, added: “We are delighted that Earthly Matters, a zero waste refill shop selling an extensive range of organic, environmentally-friendly and allergen-free products including foods, supplements and toiletries has chosen Carnaby to open their store.

“The brand brings a unique product offering to the area and builds on the sustainable initiatives in Carnaby, it is a great fit for the Newburgh Quarter and the Soho community.”

Due to the Covid-19 pandemic and England’s third country-wide lockdown, traditional beauty stores have been forced to close.

However, Earthly Matters is deemed essential as it offers personal care products and groceries.

Non-essential stores are expected to reopen on 12 April.

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