Pure Beauty

Meet the eco-friendly indie online retailers determined to update the 'outdated' green beauty market

By Sarah Parsons | Published: 6-Oct-2021

Indie brands first drove the sustainability sector, now a fresh wave of beauty e-commerce retailers are challenging big business

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Online beauty retail has come a long way since its bumpy start in the mid 1990s, with some retailers not even allowing transactions.

While it was once an exclusive business, platforms like Shopify have democratised e-commerce, allowing more determined entrepreneurs to tackle big issues such as sustainability.

British retailers

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