As well as being effective, the brand is also leading the way in ethical innovation
SBTRCT, a multi-award-winning new skincare line specialising in solid moisturisers, face washes and retinol: it’s 100 per cent plastic-free, vegan, palm-oil free and uses only 0.5 per cent of water in its ingredientsCourtesy SBTRCTHertfordshire-based entrepreneur Benjamin Grace is no stranger to skincare. Before starting SBTRCT in 2020, he spent a decade as the managing director of Bulldog.
At the time, Grace himself was embracing a more minimalist lifestyle. After leaving Bulldog in 2017, he started to simplify his day-to-day habits, buying “a lot less” and becoming more environmentally conscious. It was during this period that he had the idea for SBTRCT: a premium, highly innovative skincare brand that uses proven ingredients – like retinoids and squalane – in a truly sustainable way, scrapping all unnecessary pollutants.
From there, he identified three of the beauty industry’s biggest environmental problems: plastic pollution, water scarcity and an over-reliance on palm oil . “When it comes to premium skincare and beauty, the brands in that space have been really slow to wake up and offer any sort of meaningful alternatives to the plastic packaging they’re really wedded to,” Grace says.
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