Liberty London’s annual beauty campaign is always one worth getting excited about, and this year the brand is tackling one of the industry’s most pressing movements. Launching today, Conscious Beauty is a store-wide celebration of clean beauty and the brands that do it best – from vegan-friendly formulas to recyclable packaging and sustainably sourced ingredients.
With searches for ‘vegan beauty’ more than doubling in the last year, and sales of the brands under the Conscious Beauty umbrella increasing 43 per cent, it seems there’s never been a better time for such a important campaign.
To mark the occasion, the store’s iconic Regent Street windows have been dressed entirely in recycled, biodegradable and sustainable materials, providing a worthy backdrop for the future-proof beauty products that fill them.
The Beauty Hall plays host to over 25 clean-beauty brands, from cult favourites Herbivore and Votary to newer arrivals Sana Jardin and Montamonta. Throughout the initiative, they’ll be accompanied by a ‘Beauty Empties’ drop-off point, where empty beauty packaging may be collected and recycled via TerraCycle.
From: Harper’s BAZAAR UK