As the world grows more conscious of going green, demand for sustainable products is at an all-time high. And as National Clean Beauty Day comes around the corner on July 15th, End of Tenancy Cleaning London set out to find the most popular brands making sustainable measures* on Instagram.

Top 10 most Instagrammable beauty brands:

100% vegan natural haircare brand, Aveda, takes the crown as the most Instagrammable sustainable beauty brand with 3,178,816 tagged posts. Their use of recycled materials and manufacturing with renewable wind energy shows that they mean business when it comes to reducing their footprint on earth.

Placing second with 2,028,147 hashtags, is sustainable haircare brand Davines. Focusing on sustainability through minimising packaging and renewable electricity powered manufacturing, Davines’ latest product includes a package free solid shampoo bar.

In third, with more than 1.9 million hashtags, is Lush Cosmetics. Their colourful bath bombs and wonderfully scented bubble bars are also package free and free from preservatives. To add to their long list of sustainable achievements, 67% of their ingredients are currently directly sourced.

In fourth, is The Body Shop with more than 1.4 million hashtags. On its 40th anniversary, The Body Shop launched a strategy to become an ethical and truly sustainable global business, starting with new packaging made entirely from greenhouse gases.

Finally, rounding off top five, is luxury skincare brand La Mer with 1,202,914 hashtags. Famed for their “miracle broth” ingredient present in all their products made from bio-fermented skin kelp, La Mer has focused their sustainability efforts on the sea. They have launched a Blue Heart Oceans Fund which has donated more than £4 million to conservation projects.

Le Labo comes in tenth

Taking the internet by storm with their unique signature fragrance Santal 33, Le Labo ranks tenth with 168,851 hashtags on Instagram. By offering perfume refills with a 20% discount and using packaging made from recycled cardboard, Le Labo is dedicated to reducing unnecessary waste.

Methodology:

1. End of Tenancy London sought to determine the most popular sustainable beauty brand by analysing the volume of tagged posts on Instagram
2. A seed list of top-rated sustainable beauty brands was compiled using a variety of relevant articles.
3. Once a seed list was determined, each brand was cross-referenced with Ethicalconsumer.org to verify its status as sustainable or working towards. Any that mentioned significant negative points towards sustainable and ethical ingredients (cruelty-free, non-toxic, vegan, palm oil free) and business practises (ethical sourcing, thoughtful packaging, resource and waste management, charitable giving) were removed from consideration.
4. Utilising Instagram, total hashtag counts were collected for each of the brands contained within the sample. Where appropriate, variations of each hashtag were also considered (e.g. #bybiskin). The total Instagram hashtag count per brand was ranked in descending order to identify the most popular sustainable brand on Instagram.
5. *Due to the lack of transparency and obvious greenwashing problem in the beauty industry, we understand it is hard to specify which companies, if any, are fully sustainable. The use of Ethicalconsumer.org and advice from the likes of Sustainablejungle.com allowed us to be as accurate as possible based on company facts and information.
6. Data was collected on 7th July 2021 and is subject to change.