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The Liz Earle Beauty way

Discover the six core principles at the heart of the pioneering British beauty brand – from its ethical ethos to its science-backed skincare

1. Creating botanical skincare that works

For more than 25 years, Liz Earle Beauty’s gentle yet effective skincare has combined the power of botanicals with the scientific know-how of the company’s in-house experts. Each product is formulated with naturally active ingredients that have been proven to deliver visible results for all ages and skin types, while also helping to boost wellbeing and confidence. The brand’s first ever product, the iconic Cleanse & Polish™ has received more than 140 awards and countless glowing reviews since its launch in 1995. And it’s this trust in its formulas that has taken Liz Earle Beauty from a single store on the Isle of Wight to where it is today.

2. Sourcing ethically

Since the beginning, Liz Earle Beauty has always tried to source its botanical ingredients in ethical and sustainable ways. The company is consistently building relationships with farmers and growers to improve traceability, and monitoring its impact on the environment, local communities and fair working conditions. As a brand that never settles, Liz Earle Beauty knows there’s still much progress to be made, but the team is really proud of how far it’s come, and is excited to see what the future holds.

3. Putting kindness first

One of Liz Earle Beauty’s founding philosophies was to provide outstanding service and the highest level of care, with honesty, integrity and expertise at the forefront. From its caring Customer Centre team to its ongoing sustainability journey, kindness is at the heart of everything Liz Earle Beauty does. The company’s recent environmental initiatives include working to improve the recyclability of its packaging and cultivating the woodland at its Isle of Wight HQ to support biodiversity.

4. Committing to cruelty-free

Liz Earle Beauty believes that all beauty and household products should be cruelty-free. That’s why the company is proud to be certified by the Cruelty Free International Leaping Bunny programme, the globally recognised gold standard for cruelty-free products. As a result, Liz Earle Beauty follows a fixed cut-off date policy and proactively monitors its suppliers to ensure that its products continue to adhere to the Leaping Bunny criteria. This monitoring system is also independently audited.

5. Championing diversity

Since June 2020, Liz Earle Beauty has been working towards becoming a more diverse and inclusive brand. This is a journey with no end date, and the company is still in the early stages, but the team has been working hard to make its pledges happen. For instance, the Product team has begun reanalysing its core products to achieve the ‘suitable for all skin tones’ claim, the Content team has developed new targets to ensure it's showing more diversity in its output, and the Recruitment team has moved its retail recruitment to a CV-less online application.

6. Becoming CarbonNeutral®

Over the past few years, Liz Earle Beauty has been working hard to reduce its environmental impact. Now, following a recent greenhouse gas assessment of its overall business activity in both the Isle of Wight and London, Liz Earle Beauty can proudly say its operations are certified CarbonNeutral®. To achieve this, the company has offset its unavoidable emissions by purchasing carbon credits from rainforest protection projects around the world. Of course, this isn’t the end of Liz Earle Beauty’s sustainability journey, so stay tuned as the company continues to plan more for the future.

*Receive 20% discount on Liz Earle products, when placing your first qualifying order through or via the Customer Centre. Available until midnight Sunday 31st December 2023. Discount may only be used once per customer and code 20FORYOU must be entered at checkout or quoted when ordering via the Customer Centre. Excludes travel sizes, accessories, flagship store treatment vouchers, kits, bundles and timed or limited stock offers. For a full list of exclusions visit Cannot be used in conjunction with any other offer or discount unless specified. The discount cannot be retrospectively applied to previous Liz Earle orders. Delivery Charges may apply. Discount code will not be applied to any applicable delivery charge.