Words: Anna Heaton
We celebrate 10 of our favourite earth-conscious beauty trailblazers, with products granted the Project Earth seal of approval.

When it comes to caring for ourselves and the planet, we shouldn’t have to choose between the two. But, between the constant mixed messages and overwhelming number of products out there, understanding what’s what in the world of earth-conscious beauty is no mean feat. So, as Earth Day approaches, we’re here to help you navigate your way to a more sustainable beauty routine with 10 industry-shaping brands from our Project Earth edit. From vegan formulas to refillable packaging, there’s plenty to get excited about…


No bathroom is ready for guests without the finishing touches of Aesop and its easy-on-the-eye packaging (Resurrection Hand Purifying Duet set, anyone?). But did you know that besides its chic, apothecary-style aesthetic and inimitable fragrances, Aesop is a completely vegan Certified B Corporation with a roster full of ethical formulations?

Try: Herbal Deodorant Roll-On

Alcohol-free and entirely vegan, this skin-kind roll-on deodorant features zinc ricinoleate, wasabi extract and a complementary blend of oils to make it a genuinely appealing – and still effective – alternative to chemical-filled deodorants.


Keeping it stylish and simple in every aspect, La Bouche Rouge is plastic-free, from formula to bottle. How? With its refillable or infinitely recyclable (and chic) packaging, glass bottles made using 100-year-old glassmaking techniques, and plant-based brushes.

Try: The Universal Reds Refillable Red Lipstick Set

Two classic reds, one earth-conscious mission. Both encased in handcrafted refillable packaging, Pop Art Red is a cooler shade boasting 88% natural ingredients, while Regal Red has a poppy-coloured pigment with 87% natural ingredients.


During the pandemic, many of us have been reaching for our favourite, familiar scents to imitate a semblance of normality. With Floral Street, this self-care ritual can be one that cares for the planet too. Each vibrant fragrance is vegan, blended in the UK, and packaged in re-usable, recyclable or compostable packaging.

Try: Neon Rose Eau de Parfum

True to its name, Floral Street is known for – surprise – floral fragrances. We suggest Neon Rose, a clean yet vibrant scent that’s bursting with springtime blooms, including notes of freshly chopped jasmine, roses, crisp angelica and bright bergamot.


Few brands know skincare better than dermatologist-approved Kiehl’s. Bedded into its DNA is an ambition to formulate a better future by reducing its environmental impact and improving the communities it serves. The brand invests in renewable ingredients and minimal waste packaging– namely, the refills of some of its award-winning bestsellers.

Try: Creme de Corps body moisturiser refill pouch

Kiehl’s beloved body moisturiser is packed with nurturing shea butter, avocado oil and squalane (a natural antioxidant) to help you feel good on the outside while its cruelty-free ingredients list and refillable packaging (meaning less waste) will make you feel great on the inside.


Powered by science, balanced by botanicals, Sunday Riley is the female-founder-owned business with a checklist full of earth-conscious ticks. A list worth celebrating, it counts cruelty-free formulas, small-batch production and energy efficiency among its most important values.

Try: Ceramic Slip Cleanser

All skin types can now revel in plant-powered goodness thanks to Ceramic Slip Cleanser. This purifying formula works hard to give pores a clean (thanks to bentonite and white kaolin) without compromising on hydration.  


Founded by Sarah Brown out of a search for gentle-yet-effective, organic products, Pai’s planet-friendly collection has goodness built in. The organic ingredients are formulated in London and wear several badges of honour – Pai is Leaping Bunny-certified and most of their products are certified by The Vegan Society and COSMOS (Soil Association).

Try: Rosehip Bioregenerate Facial Oil

This luxurious face oil has earned itself a cult following among beauty editors and bloggers alike – for good reason. A true multi-tasker, it helps to rectify a multiplicity of skin complaints, including blemishes, dryness, dullness, pigmentation, redness and fine lines *gasps for air*.


Breaking news: Aveda just went 100% vegan. As a historic wave-maker at the forefront of responsible beauty – Aveda was the first beauty brand to use 100% post-consumer recycled packaging – the brand is inspired by ancient Ayurvedic practice with a holistic approach to beauty and haircare that has continued from 1978 to today.

Try: Colour Conserve™ Shampoo

In lieu of our much-loved salon visits (we’ve missed you), breathe new life into lacklustre coloured tresses via Aveda’s plant-infused shampoo. Designed to protect from the damaging effects of environmental stressors, it’s guaranteed to become a close bath-time buddy.


Hailing from the iconic creative studio, Milk, in New York City, Milk Makeup is the (totally vegan) brainchild of four NYC creatives. With a roster of skincare and make-up creations that have likely littered your Instagram feed since its launch in 2016, it leaves unnecessary nasties at the door.

Try: KUSH High Volume Mascara

Barely needing introduction, KUSH High Volume mascara boasts nourishing hemp-derived cannabis seed oil for unrivalled volume. Seriously pigmented and kind to lashes, it gives long-lasting lift from root to tip.


Founded by renowned make-up artist Gucci Westman, Westman Atelier’s formulas are skin and planet friendly with a wide range of vegan formulas across the board. The super flattering shades and buttery textures are packed full of plant-based actives and cutting-edge science – plus, their cruelty-free FSC-certified brushes are some of the softest out there.

Try: Vital Skin Foundation Stick

Promoting a calm, even-toned complexion from the inside out, this creamy texture will melt into your skin for instant radiance.


In 2003, the scientists behind Biossance created an accessible cure for malaria, before turning their hands (and innovative biotechnology) to responsible skincare. Though it boasts forest-friendly packaging and carbon-neutral shipping, its biggest success story is its shark-saving squalene alternative.

Try: 100% Squalane Oil

You guessed it – if you’re going to try just one thing, let it be the now iconic 100% Squalane Oil. Made from a renewable, plant-based alternative to squalene (typically derived from sharks), this vegan ingredient is ultra-hydrating and perfect for your skin and hair.

Desperate to try but unsure where to start? 

Dip your toe into more sustainable beauty with our Project Earth Beauty Bag, a curated collection of our favourite earth-conscious products that we know you’ll love.



Explore More Earth-conscious Ways to Shop With Project Earth

As part of Project Earth – our exploration into more sustainable ways to shop – our buyers have curated an edit of products that offer more sustainable solutions for your everyday routine.