SUSTBeauty is an online retailer offering a curated selection of non-toxic, sustainably sourced, and responsibly packaged beauty products. As an increasing number of brands boast sustainable credentials, it aims to help people separate the genuinely ethical from the merely green-washed.

As younger generations grow their spending power, they’re expecting luxury brands to inject their traditionally detached narratives with a more socially-savvy, laid-back tone. From ironic hashtags to selfie-friendly products, the merging of casual culture with high-end sophistication is tapping into Gen Z’s tendency to view low-key luxe as the height of good taste.

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?

In the past, luxury shoppers likely would never have boasted about using a plastic bag, but status symbols are changing within the luxury landscape. Increasingly, people want to flaunt their eco values, and Anya Hindmarch’s sold-out bag created from recycled plastic bottles lets them do just that.