Putting the planet first has never been higher on the agenda of beauty brands, but for consumers trying to do the right thing, shopping sustainably remains a minefield. “Natural”, for example, isn’t sustainable if it comes sealed with plastic tape, and “clean”, arguably a marketing ploy over and above anything else, isn’t good for the environment if it’s packaged in virgin plastic or contains sunscreen ingredients that might look transparent on your skin but will harm the few remaining coral reefs.