Why and how Valley Mist is working on all fronts to be a sustainable beauty brand
- Valley Mist built from the ground up as a sustainable beauty brand business. Launched in 2016 with just four varieties of lip balm in a biodegradable paper tube. After nearly giving up, it was so difficult trying to explain why non plastic products were a good idea. Blue Planet 2 aired in 2017 and there was an almost immediate surge of interest in Valley Mist as people woke up to the urgency and the scale of the problem we have created on this planet. Driven by this greater awareness and a more conscious approach to consumerism, people have increasingly started to demand eco-friendly products and packaging. Valley Mist now has over 30 plastic free sustainable beauty and wellness products.
Charity Mate
- We donate 8.5% of profits from the paper tube lip balms and our recycled candles to green cause charity. In 2019 Valley Mist made the first charitable donation to the Lancashire Wildlife Trust. Now in 2024 we support two fantastic charities. The Lancashire, Manchester & North Merseyside Wildlife Trusts and also The World Land Trust.
Plastic free packaging
- All Valley Mist product packaging is either compostable, recyclable or reusable / refillable. All postage packaging is 100% plastic free. We reuse the packaging that is sent to use from our suppliers so rarely do we need to order new boxes for our wholesale customers.
- All of the inks and printing materials we use are non-toxic and suitable for home composting which is something we regularly encourage our customers to do. Over the years and were often left feeling ripped off and unappreciated by sererval large printing companies. We now have a local printing business who supply all of our printing needs, these guys went out of their way to help with our need for plastic free and non toxic inks and being just a short drive away our carbon footprint is looking much healthier.
Handmade and keepingings local
- All cosmetic and wellness products are handmade in small batches in England by either myself Jo or one of the growing number of like-minded artisans I have teamed up with. Locally made products really have to be the answer to sustainable living and that of being a sustainable beauty brand.
- It has taken years to bring Valley Mist to its current position. The development of various products started long before the launch of the business, for myself originally (Jo) and then increasingly for family and friends. Along the way I have had a number of failures and a build up of waste product, ALL of which I have carefully stored and not thrown away since 2014. Our recycled aromatherapy candles contain a proportion of that waste, closing the loop on the on the reuse/recycle front for these waxes and oils and therefore nailing it on the zero-waste front for Valley Mist. Very satisfying!
Looking to the future
- We have new recycled candles available made from our waste materials. And more new products in development that will be easily refillable for refill stores.
- We aim to launch our Glass Returns System in late Spring 2022.
- Growing
- Brimming with excitement, we have ambitious plans for the future! One of our many plans that I can openly share; we hope to grow our own ingredients to replace those thart would otherwise be imported. That’s right, we intend to introduce a different kind of ingredient not normally seen in cosmetics. We are already in talks with local landowners, it’s a very exciting prospect! As always, these things need a certain level of investment before we can make it happen. A long term goal! Our plans include a variety of locally grown and manually harvested ingredients. High yield is part of the farming monoculture problem as we see things. Our ingredients will not be particularly high yield. Locally grown ingredients are not burdened with transport miles and will be the antithesis of high yield monoculture crops which are the scourge of wildlife diversity. We desperately want to be part of the regenerative farming revolution that is gathering pace in the world.
- This sums up the ethos of Valley Mist, to create the very highest quality natural products full of goodness. Making the changes we want to see by treading as lightly as possible on the Earth and encouraging our customers to do likewise.
There are more things happening behind the scenes and I can’t wait to share some revolutionary news with you. Please follow us on Instagram to be the first to know….:-) @myvalleymistsmile
With each year we learn a little more, grow a little wiser, and deepen our commitment to protecting the world around us. What follows is the heart of that promise.
Valley Mist Sustainability Manifesto
A gentle pledge to tread lightly and live in harmony with nature.
At Valley Mist, sustainability is not a badge or a marketing angle — it is the quiet, steady heartbeat behind everything we do. This manifesto is our promise to continue evolving with care, intention and honesty, always guided by the simple belief that small changes, made consistently, can create a kinder world.
1. We Make With Purpose, Not Perfection
Every product we create begins with a question: “How can this be made with the least impact on the Earth?”
We are not chasing trends or perfection — we are crafting thoughtful, natural goods that respect the land, the wildlife and the people who rely on it.
We choose local where possible, small batches always, and ingredients that nourish both skin and planet.
2. Packaging That Returns to the Earth, Not to Landfill
We are committed to packaging that is compostable, recyclable or reusable. From our original paper lip balm tubes to our glass and aluminium containers, every choice is intentional.
We only use non-toxic, home-compostable inks and reuse packaging from our suppliers. Nothing is wasted unnecessarily; everything is chosen with circularity in mind.
3. A Circular Beauty System: The Valley Mist Glass Return Scheme
We believe that beauty packaging should not be single-use.
Our national glass return system allows anyone in the UK to send back their empty Valley Mist bottles so we can clean, refill or responsibly recycle them.
This small act, repeated by many, helps us all reduce our environmental footprint and move closer to a circular future.
4. Thoughtful Formulations With a Light Touch
Our skincare philosophy is grounded in simplicity.
We avoid heavy conventional emulsifiers wherever possible, choosing oils, bi-phase blends and gentle COSMOS-approved functional ingredients only when needed.
This reduces unnecessary processing, minimises waste and celebrates the natural beauty of high-quality plant oils.
We favour formulations that work in harmony with the skin, not against it — honest, uncomplicated and planet-kind.
5. Zero-Waste Crafting and Reclaimed Ingredients
Since 2014, every test batch and formulation experiment — even the “failures” — has been saved rather than discarded.
These reclaimed materials now live on in our recycled aromatherapy candles, closing the loop in a way that feels deeply satisfying and true to our values.
Nothing is wasted if it can be transformed.
6. Giving Back to Nature, Every Day
Nature gives us so much, and giving back is at the heart of our work.
We donate 8.5% of profits from our paper-tube lip balms and recycled candles to the Lancashire, Manchester & North Merseyside Wildlife Trusts and the World Land Trust.
By supporting these organisations, we help protect wild spaces, nurture biodiversity and preserve the landscapes that inspired Valley Mist.
7. Local Hands, Local Hearts
Every product is made by hand in England — by Jo or one of a small circle of artisans who share her values.
Local production reduces carbon emissions, supports local economies and ensures each batch is crafted with care.
This is slow beauty, rooted in community and connection.
8. Growing Our Future Ingredients Close to Home
We dream of a future where our ingredients grow in British soil, nurtured through regenerative, wildlife-friendly farming practices.
As we explore working with local landowners, our goal is to cultivate ingredients that enrich the land rather than exhaust it.
This is a long-term commitment — one we are excited to grow into.
9. Continuous Learning, Continuous Improvement
Sustainability is a journey, not a destination.
We will keep learning, questioning, refining and listening — to the land, to our customers and to our own values.
We promise transparency, honesty and genuine effort in everything we do.
10. Our Pledge
To tread lightly.
To craft with care.
To reuse, refill and rethink.
To honour the Earth with every decision.
To create natural products full of goodness, guided always by the desire to protect the beautiful world we share.
This is the heart of Valley Mist.
This is our ongoing promise.
