So for us as a brand it’s about ensuring those new shiny things are providing a positive impact and have a strong reason to exist.”įussy also offers a flexible subscription model, so consumers can have their refills delivered free, with a 15 per cent saving. People, me included, are a little bit like magpies.

“In an ideal world everyone would just stop buying ‘stuff’ but I don’t think that is going to happen any time soon. “Our research has shown us that while consumers want to do the right thing, to make the more sustainable choice, all too often that comes at a sacrifice,” says Kennedy. Fussy allows customers to choose a deodorant “case”, then purchase refills in a range of different scents, including limited-edition drops such as a recent collaboration with Parma Violets, or a citrusy Rosé scent for summer. Matt Kennedy, founder of refillable deodorant brand Fussy, says that the key is making the experience convenient for customers, and offering newness, but in different forms. How to make your beauty routine more sustainable? Use the products you already have, and use them until the very last drop is gone. In our hurry to try the make-up line everyone’s raving about, or the ingredient promising to solve our skin concerns forever, it’s easy to end up with a whole library of half-used products, many of which will dry up, expire or lose their efficacy before we get the chance to finish them (and then, inevitably, get thrown away).

However responsibly made a product might be, if it’s gathering dust at the back of a shelf thanks to three more you’ve bought since, its eco credentials are somewhat pointless. But as consumers within a business that thrives on newness, can we really reduce our carbon footprint in a meaningful way if we keep buying so much stuff? From shampoo bottles made from repurposed ocean plastic to refillable make-up compacts and packaging-free solid cleansing bars, the innovations are impressive and the options endless. The beauty industry has come a long way in terms of sustainability.

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