Samantha Cusick + Great British Clean Up
Calling on the industry to unite in the nationwide initiative.
Samantha Cusick, Founder of Samantha Cusick London and Stā Studios, is urging salons across the UK to get behind the Great British Beauty Clean Up. The nationwide sustainability initiative is led by the British Beauty Council aimed at reducing waste and improving recycling across the beauty industry.
The call to action follows Samantha’s recent recognition as a sustainability Leader, having won two major industry awards in 2025 at the British Hairdressing Business Awards and the Pro Hair Awards. The accolades highlight her ongoing commitment to building more responsible salon operations and driving environmental awareness within the sector.
Now, she is encouraging more salons to take practical steps by signing up to the Great British Beauty Clean Up and becoming official recycling drop-off points. Research shows that 56% of consumers do not recycle bathroom empties, a gap the initiative aims to address by making recycling more accessible through salons.
The campaign, launching on 2 March, is supported by the British Beauty Council in partnership with MYGroup, which has developed a dedicated prepaid recycling box for hard-to-recycle beauty waste, including mixed plastics, cosmetic packaging and foils. The scheme is designed to give salons a simple, practical way to manage waste while engaging clients in more sustainable habits.
“Sustainability can’t sit with just a few brands or individuals; it has to be collective. The Great British Beauty Clean Up gives salons a clear, practical way to get involved, educate their teams and clients, and actively reduce waste. This is about momentum and accountability – together,”
– Samantha Cusick
“As an industry, we influence thousands of clients every year. If salons lead by example, and we encourage clients to bring back empties from all brands, real change becomes visible, accessible and achievable.”
Sustainability has been embedded across Samantha’s salons and education spaces for several years, from material choices to waste reduction and training-led awareness. Her involvement in the campaign marks an expansion of that commitment.
Salons can confirm their participation in the Great British Beauty Clean Up HERE.
Sign up for recycling boxes via MYGroup HERE.
INSTA @Salon_Business
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