Headshot of Beauty Kitchen founder Jo Chidley

Meet Jo - sustainability expert, chemist, herbal botanist and of course, the Founder of Beauty Kitchen. Her in-depth knowledge and years of experience puts us at the forefront of building the most sustainable beauty products in the world.

Jo has won industry awards, including the ‘Who’s Who in Natural Beauty’ and business awards such as ‘Scale Up Entrepreneur of the Year’. She features in national and international press and is regularly invited to speak at global sustainability events, to share her ideas and knowledge on how all of us can develop new ways to build a more sustainable future.

Jo designed and launched 'Return · Refill · Repeat', the world's first closed loop solution for beauty packaging.

When you return your empties to us, we wash and reuse them for full circle sustainability. The goal is to save up to 10 million empties from landfill within 18 months.

She achieved 'Leaping Bunny' and 'Zero Plastics Inside' certification for all our products - meaning our entire range is cruelty-free and contain no microplastics.

Jo has also secured registration with The Vegan Society for over 95% of our products.

Jo has been working closely with the amazing team at Plastic Soup Foundation to build a partnership.

We now give 1% of all Beauty Kitchen sales to fund campaigns that aim to ban microplastics in all beauty products and reduce beauty packaging waste for cleaner oceans.

Jo has given her time to present and pioneer sustainability at numerous industry events, including InCosmetics Global, UK Packaging Forum and The Formulation Summit.


We donate 2% of sales to our incredible charity partners, including Plastic Soup Foundation, The Seahorse Trust and other sustainable causes.

She's also a founding member of the Sustainability & Naturals in Cosmetics board.

We've partnered with Holland & Barrett in the UK, Ireland, the Netherlands and Belgium on our revolutionary 'Return · Refill · Repeat' sustainable packaging programme.

Thanks to Jo and the team, over 1000 stores accept Beauty Kitchen empties for reward points.

Jo launched the UK’s first Beauty Kitchen Refill Station in Boots 'Store of the Future' in Covent Garden, London.

Now, you can buy a 'bottle for life' and refill with your sustainable beauty favourites. Next stop - roll out our refill stations throughout all of the UK.

Thanks to Jo's vision, innovation and drive to be the most sustainable brand in the world, we've been voted as on the UK’s 50 Most Disruptive Companies.