Selfridges launch Project Earth with ethical skincare brand

The famous department store are committed to changing the way in which we shop with their latest launch.

When it comes to sustainability, Selfridges & Co. have always been one step ahead of everyone else – and this week they launched their latest initiative, Project Earth.

The famous department store, situated on London’s Oxford Street, are committed to changing the way in which we shop with their latest launch.

The initiative builds on the steps Selfridges has taken over the last ten years to place sustainability at the heart of the business.

Project Earth launched on August 17 with collaborations for more than 300 brands partners, including 80 beauty brands, 20 of with are new launches, including Skin Sapiens.

[CREDIT: Skin Sapiens]

Skin Sapiens are an indie skincare brand who focus on naturally simple formula and recycled packaging concepts.

James Jardella, Founder of Skin Sapiens, said of the collaboration: “We’re thrilled to launch our planet conscious skincare range in partnership with Selfridges. In 2020 sustainability isn’t a luxury, it’s a necessity.

“We know people are trending into simplified regimes, skip care and even skin-fasts. This makes total sense. People want to be in control of what they’re putting on their skin and into the planet.

[CREDIT: Skin Sapiens]

“Conscious skincare empowers better outcomes. Yet real choice can only come with transparency from brands and retailers alike. That’s why I’m elated to be launching with Selfridges as part of such a transformational initiative,” James added.

To mark the launch, Skin Sapiens will be including their popular 100% natural and vegan lip balm in a limited edition Selfridges Project Earth Beauty Bag, alongside other sustainable brands.

Skin Sapiens apply the wisdom of the natural world to skincare, so people can feel comfortable in their own skin and love the simple things in life.

Minimalism, transparency, natural, vegan, recycled and recyclable packs are all expressions of that core essence- conscious beauty. Seriously, what’s not to love?!

[CREIDT: Shutterstock]

Through Project Earth Selfridges commits to

Materials – Ensure the most environmentally impactful materials used throughout the businesses come from certified, sustainable sources from 2025.

Models – Pioneer new retail models and experiences, making Selfridges synonymous with circularity, including repair, resell, refill and rental

Mindsets – Put longevity, creativity, sustainability, at the heart of the business and engage with teams, partners and customers to effect change.

For more information, visit

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