Beauty and the Bead...B-Line leads the way in global campaign

Body and Sole Exfoliant re-formulated with natural bamboo powder

B-LINE has adopted a leading role amid global environmental concerns about the use of plastic microbeads within the beauty industry.

The decision to stop using microbeads in their top-selling Body and Sole Exfoliant (no other B-Line product uses or has ever used, solid microplastics) reflects a growing belief that microbead pollution is a major threat to marine wildlife with potential implications to the human food chain.

While many beauty brands have made a commitment to stop their use by the end of 2016 / 2017, B-Line is one of the first UK-based companies to launch a replacement product - using natural bamboo powder instead of beads. There is no change to the name and the new formulation is safe and effective in line with B-Line’s strict product quality standards.

B-Line’s ‘leading position’ has been welcomed by Fauna & Flora International (FFI), which has added B-Line to a worldwide listing of approved microbead-free beauty products. FFI is a partner member of a global campaign known as Beat the Microbead and helped to fund a mobile app which can be used to scan a product to check its status.

“While microbeads have been in common usage since the Seventies, the industry is only now becoming aware of the long-term environmental effects,” said Annette Foley-Craigen, founder and managing director of B-Line Health and Beauty. “As a small, independent beauty brand we have invested heavily in time and resource to ensure we meet this challenge and play our part in preserving the oceans.”

Available from end of November 2015

B-Line Beauty: Proud to Lead The Way

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