Press Release: #JustOneSwitch Campaign

Press Release: #JustOneSwitch Campaign

Press Release: #JustOneSwitch Campaign

Counter Culture Store announces the start of their “Just One Switch” campaign which encourages the public to make more eco-friendly, conscious choices when it comes to self-care and beauty.

The new online sustainable and ethical beauty store, that's on a mission to make it easier for consumers to discover and shop for eco-friendly beauty, is asking people to swap at least one conventional beauty item that they currently use, to a more sustainable version. Examples include:

  • Swap single-use face wipes to reusable cotton makeup removers
  • Choose plastic-free, shampoo bars over bottles
  • Try refillable beauty products
  • Opt for natural deodorants in plastic-free, recyclable packaging
  • Adopt a more minimalist beauty routine by using multi-use products
  • Choose products with natural, sustainable and ethically sourced ingredients
  • Select brands that avoid single-use plastics and focus on sustainable, recyclable packaging

Counter Culture has put together specific examples of some easy beauty switches people could consider trying.

We're asking people to make just one switch in their beauty and self-care routine. With each of us using an average of 12-16 different beauty products a day, it's easy to see how just one switch could significantly reduce the impact we have on the planet if enough people get onboard. Once people start making more conscious choices in their everyday frequent purchases, they are likely to lean towards more and more eco-friendly living in all aspects of their life.” says Wendy Martin, the co-founder of Counter Culture Store.

To join the campaign, consumers are encouraged to post about their experience of making just one switch, on their social media through images, videos and personal stories, hashtagging #JustOneSwitch.

Those posting between 4-29 Oct will also be in the chance to win £50 vouchers to spend across the Counter Culture Store website (10 authors of the most inspiring posts).

Sustainability is a growing consideration for consumers in the path to purchase. Research from The Pull Agency shows 94% of us think brands should be more transparent about their sustainability credentials whilst research from Deloitte highlights 28% of consumers have stopped buying certain products due to ethical or environmental concerns. This figure rises to 45% for the more ethically and environmentally conscious Gen Z.

With the British Beauty Council reporting 41% of us feel guilty about the environmental impact of our beauty purchases it's not surprising that nearly 70% of us would be willing to pay more for sustainable health and beauty products as long as they still represent value for money says The Pull Agency.

"We on a mission to make it easier for consumers to discover and switch to affordable, sustainable beauty. Because we don't need a few people doing it perfectly, we need millions starting the journey." says Wendy Martin.


Counter Culture Store is a new online store that’s on a mission to make it easier for consumers to discover, shop and switch to sustainable beauty from ethical brands. The store champions female founders and independent boutique brands that are working to drive change within the beauty industry.

Founding Team & Board

Contact: Ariadna Bakhmatova,

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