UK beauty salons and spas face a growing credibility challenge in 2026, as new research shows most consumers now distrust sustainability claims without independent proof, while tighter UK regulations place packaging, waste and transparency under greater scrutiny.
According to sustainability consultancy Positive Luxury, citing Edelman Trust Barometer data, 59% of consumers do not trust sustainability claims unless they are backed by clear evidence, putting pressure on beauty businesses that rely on ethical or green positioning.
The findings come from Luxury at a Crossroads: A guide to engaging consumers and driving growth in 2026, a new report examining how sustainability, regulation and consumer trust are reshaping the beauty, wellness and luxury sectors.
The new study echoes the findings of our spa trend report published earlier this year.
It highlights a shift away from aspirational messaging towards accountability, with sustainability increasingly viewed as a commercial risk rather than a marketing advantage if claims cannot be substantiated.
Proof replaces promises in sustainability claims
Positive Luxury’s report warns that consumers are becoming more sceptical of vague or unverified environmental language, particularly in premium sectors such as beauty and wellness where trust underpins pricing and loyalty.
The report highlights that consumers now place greater trust in independent verification and recognised standards than in brand-led messaging, making third-party assurance increasingly important for businesses promoting sustainability credentials.
Martin Townsend, growth director at BSI Group, also known as the British Standards Institution, said: “Standards, data and assurance are fast becoming the currency of trust. Get that right, and it changes everything: consumer confidence, investor integrity, and the broader narrative of business performance.”
Sustainability must support value
The report stresses that sustainability can no longer sit separately from commercial strategy. Instead, it must contribute directly to resilience, efficiency and long-term value – a message that will resonate with UK salons facing rising costs and increased regulatory pressure.
Millie Kendall OBE, founder of the British Beauty Council, said, “The bigger challenge is that the beauty industry needs to slow down. There needs to be a greater value attributed to each item. It’s not about more – it should be about quality, not quantity."
For professional beauty businesses, the report suggests this shift could favour treatment-led models, results-driven skincare and longer-term client relationships over high-volume retail turnover.
Packaging and waste emerge as key pressure points
Waste management and packaging were identified as some of the most scrutinised sustainability issues facing the beauty sector in 2026, particularly in the UK, where extended producer responsibility (EPR) regulations are increasing accountability for packaging waste.
The report noted that responsibility is no longer limited to ingredient sourcing or manufacturing, but now extends to product lifecycle, disposal and consumer education.
Kendall highlighted the role of industry-wide initiatives such as the Great British Beauty Cleanup, which aims to improve recycling awareness and infrastructure across the beauty sector.
The risk of "greenhushing”
Positive Luxury also warned against “greenhushing”, where businesses avoid talking about sustainability altogether due to fear of greenwashing accusations. The report argued that a lack of communication can undermine trust just as much as exaggerated claims.
Amy Nelson-Bennett, chief executive of Positive Luxury, said: “Luxury consumers have made their expectations unmistakably clear: responsibility, transparency and creativity with conscience. They don’t want lectures. They want proof.”
The report concludes that success in 2026 will depend on clear communication and measurable progress, with sustainability increasingly tied to compliance and long-term business resilience rather than marketing alone.
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