Despite the fact that many claim to have an eco-friendly ethos, salons and spas are still not recycling their waste, according to new research.

Figures from green campaign Beauty Recycled found that 70% of salons and spas in the Midlands area are throwing glass, plastic, card and paper away with the rest of their non-recyclable waste.

The initiative, launched to promote sustainability in the world of beauty, only surveyed one region of the country but suggested the problem is likely to be a national one.

The group estimates that some 43 million litres of recyclable waste head straight from the salons to the landfill. Among those salons that do recycle, most take their business waste to recycling banks, which is actually illegal under the rules of some councils.

Beauty Recycled said that most salons or spas told the campaign that they would not be interested in recycling even if a service was provided.

Beauty Recycled is a non-profit campaign started by two Worcester-based beauty therapists: Sian Gordon from Beauty at Strands and Hollie Ballard from Beautique salon.

The campaign aims to create links with councils and private services then help salons link up with a reasonably priced recycling service in their area. Any salon that is already recycling will receive the beauty recycled window sticker so that the public are able to see that their salon is green. Salons that aren't will receive a 'pink to green' pack with information on recycling in the salon.