In an announcement coinciding with the launch of the British Beauty Council’s British Beauty Week, Holland & Barrett (H&B) has stated it will no longer sell single-use beauty sheet masks.

H&B is encouraging customers to switch to more sustainable, multi-use mask alternatives, and urging other retailers to take action to reduce single-use beauty waste.

“It’s estimated that one million single-use beauty sheet masks are being thrown away across the world every day, and as a business that cares about the wellness of people and our planet, we have to take action now to reduce unnecessary waste,” says Joanne Cooke, H&B beauty trading director.

“Beauty sheet masks can only be used once, so following a review we feel they no longer fit our clean and conscious beauty ethos, which is why we’ve decided to act now and stop selling them. We know our customers are eco-conscious and passionate about protecting the environment and we hope this move makes it a little bit easier for them to make their beauty regimes more sustainable. We’re encouraging them to join our #notanothersheetmask movement, and pledge to switch to more sustainable options.

We know our customers are eco-conscious and passionate about protecting the environment and we hope this move makes it a little bit easier for them

“In the future we’ll continue to find further ways we can reduce waste by stopping the sale of all single-use beauty products. We hope that other retailers will join us and follow suit.”

The retailer is also partnering with Ocean Generation and will be donating 5% of profits from the sale of multi-use masks to the charity which campaigns for a reduction in plastic waste in our oceans.

“We are delighted that Holland & Barrett are taking the initiative to ban single-use beauty masks and to draw attention to yet another item that has crept into our lifestyles, with few people giving a second thought to the effects these may have on the environment,” comments Ocean Generation founder Jo Ruxton.

“Convenience does not go hand-in-hand with conservation of the natural world and at Ocean Generation we have witnessed the damage our ‘addiction’ to single-use items has inflicted upon it. We hope that by drawing attention to this one item, people will start to consider other ways they can purchase beauty products without causing potential harm to the planet – especially to our ocean.”

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