Recycling is something we all do, right? But while you might be diligently sorting your olive oil bottles from your cereal boxes, your bathroom bin could be telling a different story.
New data reveals that although 84% of Gen Z say sustainability matters when buying beauty products, only half actually recycle their empties and one in four didn’t realise beauty packaging can be recycled at all. It’s this disconnect between intention and action that initiatives like The Great British Beauty Clean Up are working to close.
Timed with World Recycling Day (18 March), the message is simple: small actions, done collectively, can create meaningful change.
Small choices, big impact
It’s a philosophy that resonates deeply with fashion icon and environmental philanthropist Gisele Bündchen, who has partnered with Garnier as its first-ever Global Brand Ambassador. “Wellness isn’t just personal, it’s collective,” she says. “I’m drawn to brands that share that holistic view and don’t ask you to compromise between feeling good and doing good. The work I do through the Luz Alliance Fund is all about measurable impact, so I look for that same commitment in the companies I work with. Seeing Garnier’s long-term commitment to responsible sourcing, packaging, and environmental goals was very important for me.”
Raised on nature
Growing up in Brazil, surrounded by some of the world’s richest biodiversity, shaped Gisele’s outlook early on. “Brazil has such a joyful, natural approach to life. Growing up surrounded by nature gave me a deep appreciation for natural ingredients and Brazil’s diversity taught me early on that beauty comes in many forms.”
Becoming a mother, she adds, sharpened that perspective even further. “Motherhood makes you think about the future in a whole new way, the world your children will inherit. It’s about protecting nature, choosing safer products, and leading by example at home. Small daily choices can create real change when we all do them together.”
That’s exactly the ethos behind The Great British Beauty Clean, led by the British Beauty Council. The initiative encourages both brands and consumers to engage with reuse and refill systems (you can use their public interactive map to locate your nearest beauty recycling points) and better understand what can – and can’t – be recycled at home. This year, partnerships with organisations like MYGroup are also helping to transform hard-to-recycle items such as mascara tubes, into new materials like school furniture and building supplies.
Hopes for the future
So what does Gisele hope the next generation takes away from the sustainability conversation? “That every small choice matters. Be curious about what you use, where it comes from, and the impact it has. Nature is precious, and we all have a responsibility to protect it. True beauty is about wellbeing for ourselves and for the planet.”
And, on World Recycling Day, the number one sustainability habit she wishes more people would adopt? “Being more mindful about waste, using refill options, recycling, and reducing consumption when possible. I always talk to my kids about the importance of reduce, reuse and recycle.”
A moment for the mane
And while sustainability is front of mind, we couldn’t resist asking about the supermodel about her famously glossy hair. Her approach is refreshingly low-maintenance: “I love the (Garnier) Fructis Hair Food masks, especially banana and aloe for deep nourishment. It keeps my hair soft and smooth, and it smells so good.”
She also swears by a simple routine: “I use the Sleek & Shine serum after washing my hair and the Hair Honey as a leave- in. I try to let my hair air dry whenever I can and gently massage my scalp when I shampoo. I also like to do a braid after the shower and let it air dry it.”
Because, as Gisele proves, beauty and sustainability don’t have to be at odds. They can – and should – go hand in hand.
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