The Sustainable Beauty Brands To Try In 2021


We all know how important it is to do our bit and look after the planet. Taking small steps such as ditching single-use plastics, educating ourselves through David Attenborough documentaries and switching to a meat-free diet all contribute to the wellness and longevity of our home. Whilst taking the above steps is worth more than a pat on the back, we should all give our bathroom shelf the renewal it is craving for. And what better time is it than the beginning of 2021 to resolve to have more sustainable brands in your beauty collection?

Since being thrust into a global pandemic and abiding by national lockdowns, it appears that planet Earth has finally had a chance to recuperate and refresh. NASA reported a 25% drop in carbon emissions across China, satellite images shared by the European Space Agency showed a reduction in levels of nitrogen dioxide across major cities and Venice reported clear canals as a result of a reduction in boat pollution. This ultimately provides evidence that we, and our choices, are the problem. But we are also the solution.

As consumers, we should not have to choose between the ethically responsible option and getting the best results. Sustainability in the beauty market and great results should not be mutually exclusive.

From packaging to ingredients, here are the sustainable brands to have on your radar in 2021.

Grace & Green

Initially launched in 2014, Grace & Green is the up and coming brand making all-natural feminine hygiene products for women. Their products contain 100% organic ingredients to ensure the highest level of safety and hygiene. Their pads, tampons and liners are made using 100% certified organic cotton and are biodegradable. The brand also has its very own period cup, available in two sizes. Combining three major issues, women’s health, the environment, and period poverty, Grace & Green is committed to offering safe, healthy, and effective period products that suit women whilst being kind to the planet.


This zero-waste beauty brand creates everything from solid shampoo and conditioner bars to deodorants and solid facial cleansers and moisturisers. Alongside beauty, Ethique has also launched products for your household and pets. The beauty brand is 100% plastic-free – they use no plastic, laminate or chlorines in their packaging materials. All orders are shipped plastic-free, in a cardboard box, sealed with paper tape. Furthermore, the brand is carbon neutral and the brand’s office is powered by 100% renewable energy. Finally, the beauty brand is cruelty-free, vegan and palm oil-free.


Grüum is a beauty brand that creates clean skincare, haircare and shaving solutions. The brand provides a single range of skincare essentials that are effective for all genders and ages. Their products are cruelty-free and proudly made in the UK. Grüum avoid wasteful over-packaging; their sleek tubes make transporting them more efficient. All of the packaging is recyclable. The brand also recently launched its range of solid shampoo, conditioner and body wash bars. And finally, for every product they sell, Plastic Bank will collect at least two plastic bottles from the environment, preventing them from polluting the ocean.

UpCircle Beauty

UpCircle creates natural, sustainable, vegan, and cruelty-free beauty products. They are also palm-oil free and arrive in 100% recyclable packaging, as well as being ocean-friendly and handmade. UpCircle is one of the few sustainable brands that uses leftover natural ingredients such as coffee grounds, fruit stones and chai spices to create their products. In terms of packaging, 99% is plastic-free and the brand offers plastic-free refill options for the remaining 1%. UpCircle prides itself on upcycling by “transforming ingredients that would otherwise be discarded into natural, organic beauty products.” The brand has a wide selection of products on offer including cleansers, moisturisers, eye creams and face masks.


If you’re on the lookout for innovative sustainable hygiene products, HydroPhil is the brand you need to check out. HydroPhil creates water-neutral, vegan and fair products. HydroPhil is also the market leader in sustainable dental hygiene with bamboo toothbrushes. Whenever possible, the brand uses resources which don’t require artificial irrigation. Additionally, their products are cruelty-free. The brand also donates 10% of their profits to the non-profit association Viva con Agua de Sankt Pauli e.V., which provides access to clean drinking water for people in counties of the global South.


This beauty brand provides ethical hair care products that look gorgeous on a bathroom shelf as well as caring for the planet. Shrub products are sustainable, ethically sourced and efficacious. Furthermore, the brand is 100% liquid plastic-free and is the founder of the Make The Change, See The Change campaign which educates consumers on the harmful effects that liquid plastics can inflict on both the environment and on us. All of the ingredients used by the haircare range are naturally sourced from British farms. The bottles and lids are fully recyclable. The brand identifies as natural and vegan.

It is up to us to look at the small contributions we can all make so that once we are through this pandemic we do not undo all of our planet’s progress. The demand for honest beauty brands is growing whilst you are reading this. As responsible consumers, we deserve sustainable brands that cater to us and the planet, caring for both of us.

Words by Ravinder Kaur

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