As sustainability becomes an ever-pressing concern across industries, the beauty sector is entering a new era of accountability, innovation, and transparency.
We caught up with Daniel Silvester, Commercial Director at FDD International and a primary partner for Breakout Beauty UK.
As a distributor working closely with both emerging and established beauty brands, the business has a frontline view on how sustainability is shaping the future of beauty – and how the industry is responding to growing pressure from retailers, governments, and consumers alike.
According to Daniel Silvester, sustainability in beauty packaging is becoming table stakes, not a niche topic. Brands must consider recyclability, circularity, and materials innovation to stay competitive.
Sustainability Moves from Buzzword to Business Priority
According to Daniel Silvester, “beauty brands are now factoring sustainability into their decision-making more than ever before. The shift is most visible in packaging, where companies are exploring mono-materials, higher post-consumer recycled (PCR) content, and refillable formats to meet increasing demand from both retailers and consumers”.
Beyond packaging, some brands are beginning to review their supply chains and carbon emissions, though progress remains uneven. “Brands are taking longer to adapt in these areas, often because they depend on third-party suppliers,” Daniel notes. “There needs to be a conscious, collective effort to adopt a more sustainable approach where everyone is accountable.”
Regulations and Retailers Driving Change
Several factors are now pushing brands to accelerate their sustainability efforts. New UK laws – such as the Plastic Packaging Tax, Extended Producer Responsibility (EPR), and bans on microplastics and single-use plastics – have made it impossible for brands to ignore the issue.
Retailers, too, are playing a growing role. They are demanding greater transparency in packaging and supply chains, often requiring brands to share data on their sustainability progress. FDD describes this as a “trickle-down effect,” where retailer expectations are shaping brand behaviour across the board.
Consumers are also increasingly vocal, demanding more sustainable options and clearer communication. According to a PWC report last year* consumers worldwide are willing to pay about 9.7% more on average for sustainably produced or sourced goods. Furthermore, according to Market Intelligence platform, WiFi Talents, 85% of consumers say sustainability influences their buying behaviour in the beauty category.
Yet, Daniel cautions that “there still needs to be more education around sustainability so everyone – from businesses to consumers – can make truly informed decisions.”
Balancing Business and Sustainability at FDD
When it comes to choosing which brands to work with, FDD acknowledges that sustainability is now an important part of their evaluation process.
“It’s a balance between the opportunity presented and how we can improve our sustainability at the same time,” Daniel explains. “We were slow to adopt at first, but the industry’s expectations have changed dramatically. Now, before launching a brand, we review their products and supply chains to ensure transparency and identify opportunities for improvement.”
Spotlight on Sustainable Innovation: Clutch
Among FDD’s brand partners, Clutch, an Australian brand, stands out for its sustainability-first approach. Designed as a greener alternative to fashion tape, Clutch’s product saves the equivalent of 1.6 tonnes of waste for every 25,000 tubes sold.
Its low-load, palm-free, vegan formulation and 100% recyclable packaging reflect a thoughtful, end-to-end approach to sustainability — something that FDD says is becoming increasingly attractive to retailers and consumers alike.
Embedding Sustainability Within Its Own Operations
FDD is also taking active steps to reduce its own environmental impact. The company has partnered with Beyondly, a consultancy helping them structure a comprehensive sustainability strategy.
“Working with Beyondly has helped us understand our business in far greater detail — from emissions reduction and legislative compliance to improving supply chain data quality,” FDD explains. “Education has been key in helping us see where we can make real, lasting changes.”
The Future: Stricter Rules, Smarter Brands
Looking ahead, FDD expects sustainability regulations to become more complex and costly for brands that fail to adapt. Companies that ignore sustainability could find themselves not only facing higher costs but also losing appeal to retailers who increasingly prioritise eco-conscious partners.
“Sustainability will play a crucial role as consumers demand higher transparency,” Daniel predicts. “We’ll see changes in packaging, ingredients, and supply chains, with brands moving towards simplified components, reduced materials, and more local sourcing to cut emissions.”While there remains a gap between consumer expectations and what’s currently on offer, Daniel is optimistic: “That gap will narrow as more brands commit to sustainable innovation. It’s no longer a question of if — but how fast beauty can evolve.”
