Project Ocean 2019

To celebrate World Oceans Day (8th June) and marking the 9th year of Selfridges’ Project Ocean, a long-term campaign to tackle the issue of plastics waste, the “Project Ocean Beauty Booth” has opened in the store’s Oxford Street flagship.


The Project Ocean Beauty Booth showcases a hand-picked edit of beauty products designed to help us reduce, reuse and recycle plastic waste in our bathrooms. 10% of the sales from the Project Ocean Beauty Booth will go to Selfridges’ long-term Project Ocean partner, ZSL.

According to Recycle Now, the national recycling campaign for England, an astonishing 90% of packaging is recycled in our kitchens however only 50% is being recycled in the bathroom. Selfridges aims to help “turn off the plastic tap”, ensuring that at least 50% of their products are better for people and the planet by 2022.

The Beauty Booth can be found in the Accessories Hall (ground floor) and it features a selection of products specially selected to address issues of plastic waste produced as a result of the traditional daily beauty routine. Walk through the exhibition-style space, testing and shopping products mapped out into four categories: oral care, skin- care,body care and haircare.The booth will be in situ for six weeks and the product edit will continue to live on permanently online.

When it comes to reducing waste, the booth showcases beauty products that enable us to choose a plastic-conscious lifestyle – from eco glitter made from cellulose to paper wrapped shampoo bars – including products from Beauty Kubes.

The Project Ocean Beauty Booth also helps us to reuse by celebrating refillable products that reduce the need to buy new packaging, as well as products that help us avoid single usage (products like Face Halo and Acala reusable make-up wipes.)

In addition to offering products which can be recycled, the Project Ocean Beauty Booth includes products which use high levels of recycled content, such as the Truthbrush bamboo toothbrush, which not only has a biodegradable handle, but which comes packaged in recyclable cardboard.

“Beauty offers consumers a world of discovery, and importantly, of choice. It is our objective to ensure that the most sustainable options are readily available to our customers and that our buying strategies are transparent, responsive, and better for the planet." Selfridges Director of Beauty, David Legrand

Selfridges’ Project Ocean already has a number of ocean-friendly achievements under its belt, including the ban of all single-use plastic bottles in restaurants and Food Halls, the removal of beauty products containing microbeads from their Beauty Halls (in 2016, two years ahead of a national ban), the removal of all plastic bags and straws from stores, and an initiative which turns discarded coffee cups into the iconic yellow carrier bags.

The Project Ocean Beauty Booth celebrates beauty products that will enable us to choose a plastic conscious lifestyle. The space includes a selection of beauty brands such as Tata Harper, Aesop, Le Labo and Philip Kingsley, along with an assortment of small and independent brands including Georganics, and The Natural Deodorant Co.

Listen to Selfridges’ sustainability podcast here