The beauty industry is changing fast, and in 2025, sustainability is at the heart of it. People want products that make them look good, feel good, and do good for the planet. From eco-friendly packaging to ethically sourced ingredients, sustainable beauty brands are stepping up to meet this demand. These brands aren’t just following trends—they’re setting the standard for a greener, more responsible future. Let’s dive into the top sustainable beauty brands leading the way in 2025, why they matter, and what makes them stand out.
Why Sustainable Beauty Matters
Before we get to the brands, let’s talk about why sustainable beauty is such a big deal. The beauty industry produces a ton of waste—think plastic packaging, single-use products, and ingredients that can harm the environment. In fact, the industry churns out over 120 billion units of packaging every year, much of it ending up in landfills or oceans. Plus, some ingredients, like palm oil or certain chemicals, can damage ecosystems or exploit workers. Consumers are catching on, and they’re demanding better. In 2025, over 65% of people are looking for eco-friendly brands, and more than half are willing to pay extra for sustainable products. Sustainable beauty brands are answering this call by focusing on natural ingredients, recyclable or biodegradable packaging, and ethical practices that don’t harm the planet or its people.
What Makes a Beauty Brand Sustainable?
A sustainable beauty brand isn’t just about slapping a “green” label on a product. It’s about the whole process—from how ingredients are sourced to how products are packaged and shipped. Here’s what to look for:
- Eco-Friendly Packaging: Think recyclable, biodegradable, or refillable containers that cut down on waste.
- Ethical Sourcing: Ingredients that are organic, wild-harvested, or fair-trade, ensuring no harm to ecosystems or communities.
- Cruelty-Free and Vegan: No animal testing and no animal-derived ingredients.
- Low Carbon Footprint: Brands that use renewable energy or reduce emissions in production and shipping.
- Transparency: Clear info about ingredients, sourcing, and sustainability efforts so you know what you’re buying.
With that in mind, here are some of the top sustainable beauty brands making waves in 2025.
1. Lush: The Pioneer of Package-Free Beauty
Lush has been a trailblazer in sustainable beauty since the 1990s. In 2025, they’re still leading the pack with their “naked” products—think shampoo bars, soap, and bath bombs with no packaging at all. About 60% of their core range is package-free, which cuts down on waste and saves money (packaging can account for up to 50% of a product’s cost!). They’ve also got a closed-loop recycling program called “Bring It Back,” where you can return containers for reuse or recycling. Lush sources ingredients ethically, supporting fair trade and local communities, and they’re 100% vegetarian (with many vegan options). Their Green Hub facility even treats wastewater from manufacturing to keep things eco-friendly. Try their Sultana of Soap for a moisturizing, package-free cleanse that smells amazing.
2. The Body Shop: 100% Vegan and Community-Focused
The Body Shop made history in 2024 by becoming the first global beauty brand to go 100% vegan across all products, certified by The Vegan Society. In 2025, they’re pushing sustainability further with their Community Trade program, which uses recycled plastic from India to empower workers and provide fair wages. You can return empty containers to their stores for recycling, and they’re aiming for all packaging to be 100% recycled by 2025. Their ingredients, like shea butter and tea tree oil, are sourced sustainably to protect ecosystems. Check out their Tea Tree Facial Wash, a fan favorite for clear skin that’s kind to the planet.
3. Neal’s Yard Remedies: Carbon-Neutral and Natural
Since 1981, Neal’s Yard Remedies has been all about sustainability. They were the world’s first carbon-neutral high-street retailer back in 2008, and in 2025, they’re still going strong. Their Dorset factory runs on 100% renewable energy, and they use 92% certified-natural ingredients. They’re on track to use fully recycled plastic bottles by the end of 2025, and all their paper and card packaging is responsibly sourced to prevent deforestation. Their Calming Serum with aloe vera and fermented oat is perfect for sensitive skin and comes in eco-friendly glass packaging.
4. Faith In Nature: Nature Takes a Seat at the Table
Faith In Nature is doing things differently in 2025 with their “Nature’s Voice” movement, where the environment is treated like a board member in decision-making. They use biodegradable ingredients and 100% recycled aluminum for packaging, ensuring their products are as kind to the earth as they are to your skin. Their focus on nature-positive formulations means ingredients are sourced to actually improve ecosystems, not just avoid harming them. Try their Lavender & Geranium Shampoo Bar for a plastic-free haircare routine that leaves your locks soft and shiny.
5. 900.care: Waterless and Waste-Free
This French startup is shaking up the beauty world in 2025 with its waterless products. Instead of bulky, water-heavy bottles, 900.care sells active ingredients in compact sticks that you mix with water in reusable bottles. This cuts down on shipping weight and plastic waste—they’ve already prevented 3.5 million plastic bottles from hitting landfills. With €21 million in funding and 90,000 active customers, they’re proving that sustainable can also be profitable. Their Shower Gel Stick is a game-changer for eco-conscious bathers who want a fresh, clean feel without the environmental guilt.
6. Biossance: Sugarcane Squalane Superstar
Biossance is a clean beauty brand that’s mastered sustainable innovation. They’re famous for their sugarcane-derived squalane, a hydrating ingredient that’s fermented using natural rainfall to save water. Their factories are energy-efficient, and they use sugarcane pulp for packaging. Biossance has donated over $850,000 to ocean conservation efforts, showing their commitment to the planet. Their Squalane + Omega Repair Cream is a must-try for anyone looking to hydrate and firm their skin while supporting eco-friendly practices.
7. ILIA: Makeup That’s Good for Skin and Earth
ILIA is a clean makeup brand that’s gone viral for its Super Serum Skin Tint SPF 40, blending skincare and makeup with ingredients like hyaluronic acid and niacinamide. In 2025, they’re leading in sustainability with their partnership with Pact Collective, which lets you mail back empty containers for proper recycling. Their products are vegan, cruelty-free, and free of harmful chemicals. ILIA’s transparency about ingredients and practices makes it easy to trust them, and their recyclable packaging keeps waste low. If you’re after dewy, light coverage with a conscience, this is your go-to.
8. Kjaer Weis: Luxury Refillable Beauty
Kjaer Weis is redefining luxury beauty with sustainability at its core. Their refillable packaging, like the sleek metal cases for their Cream Blush, cuts down on waste while looking chic. All products are made with certified organic and natural ingredients, free from parabens and synthetic dyes. In 2025, they’re expanding their refillable range, making it easier to keep your makeup routine eco-friendly without sacrificing quality. Their focus on long-lasting formulas also means fewer repurchases, saving you money and reducing waste.
9. Axiology: Plastic-Free Makeup Crayons
Axiology is a standout for its plastic-free, vegan makeup crayons that work on lips, cheeks, and eyes. Their packaging is made from recycled paper and glass, and their formulas are organic, cruelty-free, and free of harsh chemicals. In 2025, Axiology is empowering consumers with products that feel luxurious while staying true to eco-values. Their Multi-Use Makeup Crayons are perfect for a quick, colorful look that’s as good for the planet as it is for your vibe.
10. Medik8: Science Meets Sustainability
Medik8 is proof that science and sustainability can go hand in hand. They’re aiming to be a zero-waste-to-landfill company by 2025 and B-Corp certified by 2024 (they’re likely hitting that goal as we speak). Their packaging is recyclable, and they’re working toward 100% traceable, responsibly sourced ingredients by 2030. Their Vitamin C Serum is a bestseller for brightening skin without irritation, and their planet-first approach makes it a guilt-free choice for skincare lovers.
Trends Driving Sustainable Beauty in 2025
These brands are riding some big trends that are shaping the beauty industry this year. Here’s what’s hot:
- Refillable Packaging: More brands are offering reusable containers, like Kjaer Weis and 900.care, to cut down on single-use plastics.
- Waterless Products: Waterless formulas, like those from 900.care, reduce shipping weight and the need for preservatives, making them eco-friendly and potent.
- Nature-Positive Ingredients: Brands like Faith In Nature are sourcing ingredients that help restore ecosystems, not just avoid harming them.
- Biotech Beauty: Companies like Biossance are using lab-grown ingredients, like sugarcane squalane, to replace unsustainable options like palm oil.
- Transparency: Consumers want to know what’s in their products and where it comes from. Brands like ILIA and Aveda are leading with clear, honest info.
Challenges and What’s Next
Even with all this progress, the beauty industry still has hurdles. Greenwashing—when brands make false eco-claims—is a big issue. A 2024 study found that 72% of beauty brands don’t disclose fragrance ingredients, and 80% of big brands don’t report on emissions goals. Plus, only 2% of brands track refillable product purchases, so it’s hard to know if these systems really work. Sustainable brands are fighting back with transparency and certifications like B-Corp or The Vegan Society to build trust.
Looking ahead, expect more brands to adopt refillable systems, biotech ingredients, and carbon-neutral practices. Regulations like the European Green Deal and the U.S. Cosmetics Regulation Act (MoCRA) are pushing companies to step up. Consumers are also getting savvier, checking labels and researching brands before buying. The future is bright for sustainable beauty, but it’s up to us to keep the pressure on.
How You Can Support Sustainable Beauty
Want to make a difference? Here’s how you can support these brands and a greener beauty industry:
- Shop Smart: Choose brands with clear sustainability practices, like the ones listed here. Check for certifications like cruelty-free or organic.
- Use What You Have: Finish your current products before buying new ones to reduce waste.
- Recycle Right: Return containers to brands with take-back programs, like The Body Shop or ILIA, or use local recycling options.
- Spread the Word: Share your favorite sustainable brands on social media to encourage others to make eco-friendly choices.
- Ask Questions: If a brand’s sustainability claims seem vague, reach out and ask for details. Transparency matters.
Final Thoughts
In 2025, sustainable beauty isn’t just a trend—it’s a movement. Brands like Lush, The Body Shop, Neal’s Yard Remedies, and others are proving that you can look good and do good at the same time. By choosing eco-friendly packaging, ethical ingredients, and transparent practices, these companies are paving the way for a cleaner, greener beauty industry. Whether you’re into skincare, makeup, or haircare, there’s a sustainable option out there for you. So, next time you’re shopping for beauty products, think about the planet—and pick a brand that’s making a difference.
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