The British Beauty Council, in partnership with UNiDAYS (a discount service for young people) and Sephora, surveyed British students to identify their expectations regarding sustainability in cosmetics. The results highlight a marked interest in more responsible practices, but one that is still conditioned by economic constraints.
The survey was conducted in the United Kingdom among 3,533 UNiDAYS members between January 5 and 7, 2026.
Widely shared importance
Sustainability is now a key factor in beauty purchasing decisions.
43% of students consider it “very” or “extremely” important. Only 16% say it is of no interest to them.
This stance is already reflected in their behavior: 84% recycle their empty products at least occasionally, with more than half doing so systematically.
At the same time, the majority say they look for more responsible brands when shopping.
Still an incomplete understanding
A quarter of respondents are still unaware that most beauty packaging can be recycled.
For students, a sustainable brand is defined first and foremost by the absence of animal testing (71%) and the recyclability of products (70%).
Clarity therefore appears to be key: 71% consider it very important that products clearly explain how they should be disposed of or recycled.
Price, the main barrier to sustainable purchasing
The study clearly identifies the main obstacle: cost. 76% of respondents cite price as the main barrier to purchasing more sustainable products.
Conversely, financial incentives appear to be a direct lever: 86% say they …
