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B. by Superdrug is 100% Cruelty Free and Vegan

B. by Superdrug is a range of high quality makeup and skincare products available exclusively at Superdrug. When they first re-launched in 2017, they were proud to reveal that nothing cost more than £10. Although there are now a few exceptions, it still remains a very affordable brand.

Is B. Cruelty Free?

B. by Superdrug is certified cruelty-free by Leaping Bunny International (the leaping bunny logo) which is the cruelty-free trademark to end all trademarks. If a brand is certified by Cruelty Free international, you know it’s cruelty-free.

Which other brands at Superdrug are cruelty-free?

Do B. Have Vegan Products?

Ever since the B. makeup and skincare brand was overhauled and re-launched in 2017, it has been completely cruelty free and vegan.

Are B. Eco Friendly or Sustainable?

Superdrug hold a place in my heart for being the first place to champion forward-thinking brands, so it is difficult to say this but… it kind of looks like they’re greenwashing their brand. It states on their website: “By 2021 90% of our Own Brand packaging will be widely recycled”.

When I read this, I thought: WOW, they’re going to be using 90% recycled materials – but reading further I realised this wasn’t the case, and felt a little mislead. What they actually mean by this is that the packaging will be recycleaBLE. Consumers could choose to recycle it if they so wished. This doesn’t seem like much of a claim when most materials can be recycled.

Besides, I don’t know about you, but I feel as though that opening statement was intended to mislead. Or maybe I’m reading too much into it – I’d love to know what you think.

Although this isn’t technically a sustainability issue, I thought it was worth a mention that Superdrug are running a campaign called #ShadesofBeauty, which has commissioned independent research into the views from women of colour on high street beauty shopping. You can read all about it here; I think it’s a great initiative.

We have introduced over 110 products on the #ShadesofBeauty microsite, launched 55 new darker toned foundations and now offer 80 specialist hair products

Now that’s more like it.

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