Image credit: Sustainable Beauty Coalition / British Beauty Council

NATRUE has been accepted to join the steering committee of the Sustainable Beauty Coalition, a project that the British Beauty Council started developing at the end of 2020, and which has been officially launched in July 2021.

As outlined in its Courage to Change sustainability report, the goal of the Sustainable Beauty Coalition is to create an overarching framework for action to enable collaboration and exchange collectively within the beauty industry to advance the British Beauty Council’s sustainability goals.

In advance to its first meeting, to take place in late July, this coalition has presented itself in a recently published open letter as a key platform to invite stakeholders to address the climate and ecological crisis, and to identify the commitments and solutions that the beauty industry can promote to address these challenges.

The Sustainable Beauty Coalition’s is chaired by Jayn Sterland, Managing Director at Weleda UK. Having enjoyed the number 1 position in the Top 25 “Who’s Who in Natural Beauty”, Jayn is an inspirational sustainable business leader that has actively championed sustainability at Weleda UK, where she was appointed managing director in 2016.

Dr Mark Smith, NATRUE’s Director General, celebrated the launching of the Sustainable Beauty Coalition: “I am honoured to represent NATRUE and all its members in the Sustainable Beauty Coalition’s steering committee. This coalition is a great platform of collaboration and exchange to move together towards a more sustainable beauty industry. NATRUE already provides valuable input that is helping to shape the British beauty industry through its role in the Affiliate Board of the British Beauty Council, and we are looking forward to further sharing NATRUE’s expertise within the Sustainable British Coalition to encourage companies and consumers to choose sustainability in the production and consumption of cosmetics“.

Find our more about the Sustainable Beauty Coalition here.