Non-profit organisation the British Beauty Council has announced the return of the Great British Beauty Clean Up (GBBCU).
Commencing on March 2, the initiative returns with a developed focus aimed at driving a nationwide shift towards reuse, refill and preventing product waste, according to the organisation.
The British Beauty Council shares that the 2026 campaign promotes refillable systems, the donation or resale of surplus products to combat hygiene poverty and the repurposing of hard-to-recycle materials. In partnership with specialist organisations, the strategy aims to reduce landfill and incineration while supporting a more circular beauty field.
Victoria Brownlie, chief of policy and sustainability at the British Beauty Council, commented, “With the specialty accounting for one-third of all landfill waste, simply recycling is no longer enough. The 2026 GBBCU is about reimagining waste completely. Whether it is donating surplus stock to companies like In Kind Direct to help those in need, or using MYGroup to turn compacts into construction materials, we are asking the field to think more purposefully about closing the loop when it comes to packaging.”