Charlotte Tilbury has been named the UK’s most environmentally friendly consumer brand in a new ranking of more than 25,000 global businesses, beating major brands including WH Smith, Ethical Superstore, and Vanquis Bank.
The beauty giant topped Earthmark’s inaugural UK consumer brand league table, which assesses companies on their environmental performance and compares them against sector peers.
Charlotte Tilbury is the best performing consumer brand in the UK with an Earthmark score of 4.5 out of 5. They are closely followed by Penhaligon’s perfume, Experian, and Medik8 skincare, with beauty retailer Sephora coming in fifth ahead of WH Smith and Ethical Superstore.
Beauty brands dominate the top 10, with six of the highest-ranking consumer businesses coming from the sector. The scores are revealed as consumers increasingly scrutinise the environmental credentials of brands amid growing concerns over greenwashing and misleading sustainability claims.
Compiled using Earthmark’s AI-powered analysis of publicly available environmental data, the rankings draw on factors including carbon emissions, waste performance, sustainability disclosures, net-zero commitments and third-party assessments, with companies benchmarked against peers in their sector. Consumers can compare Earthmark environmental performance scores from 1-5 across more than 25,000 brands worldwide through Earthmark’s free directory.
The scores are based on publicly available data and independent third-party assessments, rather than self-reported survey responses.
Other recognisable names which scored highly in the wider top 50 UK consumer brand list include Cotswold Outdoor (number 11), Virgin Wines (16), BBC (17), Toolstation (20), and Aston Martin (26). Digital bank Revolut secured a place in the top 50 overall, ranking 43rd.
Fruit and vegetable subscription services Oddbox and Abel & Cole feature in 25th and 32nd place respectively. Tesco was found to be the only supermarket brand in the top 50 in position 21.
TOP 10 BEST ENVIRONMENTALLY PERFORMING CONSUMER BRANDS IN THE UK
(Note: Where overall Earthmark scores are identical, rankings are determined using underlying scores calculated to two decimal places.)
Jack Linnett, Founder and CEO of Earthmark, said: “Charlotte Tilbury and Penhaligon’s scored highly because many beauty and cosmetics brands have invested more heavily in sustainability initiatives and reporting following growing industry scrutiny.
“Brands owned by larger parent companies often have more established structures and investors, which can accelerate the measurement, management and disclosure of environmental performance.”
Consumers can search Earthmark’s freely accessible directory when making buying decisions to see which companies take their climate impact seriously and are taking action to address it. With millions of consumers saying they are willing to pay a premium to buy from sustainable brands, Earthmark is addressing a demand for authoritative information.
Jack Linnett added: “Greenwashing and greenhushing create huge amounts of consumer confusion. Most people want to make better choices when they shop, but working out which brands are genuinely taking action on the environment can be difficult.
“Consumers are faced with a huge amount of information, much of it inconsistent or hard to compare. Our aim is to make environmental performance as easy to understand as a product review or star rating.
“We hope Earthmark helps shoppers quickly identify businesses that are taking meaningful action, while also encouraging companies to be more transparent about their environmental impact.”
Businesses which already feature Earthmark scores on their sites have seen an increase in customer conversions and order values as a result. These include VoucherCodes, Virgin Media O2, and Electrolux.
Moji Oshisanya, Chief Commercial Officer at VoucherCodes which introduced Earthmarks on its store pages in April 2025, said: “Shoppers increasingly consider a company’s environmental credentials alongside price, quality and convenience when deciding where to spend their money.
“When sustainability information is clear and easy to find, shoppers are more confident in their decisions. After the rollout of Earthmark scores, we’ve seen notable uplift in key commercial metrics across the VoucherCodes site.”
Will Sherwood-King, UK&I Marketing Lead at Electrolux, added: “Sustainability is core to Electrolux’s DNA and has been important for decades. Consumers are paying much closer attention to the environmental impact of the products they buy than they were a few years ago.”
Search for a business for free at earthmark.io/brand-directory
