Sustainability is arguably the most important issue today in fashion and beauty.   More than just a trend or fad, consumers — especially Generation Z and Millennials — now expect sustainability as a core element in the fashion and beauty brands they shop from, analyzing everything down to the ingredients, packaging and manufacturing process. Brands have taken notice, launching company-wide initiatives to better their environmental impact and encourage their customers to do the same. Take Adidas, who recently launched its Futurecraft. Loop sneaker, which is made from sustainable materials and can be repurposed into a new pair of shoes after they’ve been worn down. On the beauty side, clean beauty brand, Youth to the People, is trying to encourage responsible beauty consumption by offering a larger size of its Kale + Green Tea Spinach Vitamins Cleanser, so that customers don’t have to go through multiple plastic bottles.     From campaigns pushing sustainability to brands giving back to environmentally focused charities, read on to see how 16 fashion and beauty brands are giving back for Earth Day 2019. 10. L’Occitane Customers can receive a 10 percent discount toward one full-size product when they bring in a personal care or beauty product to recycle through L’Occitane’s recycling program in partnership with TerraCycle. The brand offers a number of its products in a refillable format, including shampoo, conditioner, shower oil, hand wash and more. --