Innovating Beyond Eco-Friendly Claims
Jo Chidley is redefining sustainability in beauty. Founder of Beauty Kitchen and co-creator of the ReRe System, she focuses on circular solutions that go beyond marketing—creating measurable, industry-wide impact.
A Career Rooted in Science and Responsibility
Chidley began as a chemist and beauty therapist, later founding Beauty Kitchen in 2014. Her approach integrates product efficacy, transparency, and circularity, eliminating single-use plastics, promoting refillable packaging, and sourcing sustainably. Every decision prioritizes environmental impact and systemic change.
The ReRe System: Closing the Loop
The ReRe System is a reusable packaging infrastructure that collects, cleans, refills, and redistributes containers. It operates across major UK retailers including ASDA, M&S, Unilever, and Holland & Barrett. This system empowers brands to adopt circular practices, significantly reducing waste and resource use while creating scalable, tech-enabled solutions.
Tangible Environmental Achievements
Beauty Kitchen is a certified B Corp and holds Cradle to Cradle certification. Blockchain technology tracks ingredient and packaging sustainability. By 2022, the ReRe System prevented over one million single-use plastic bottles from entering circulation, demonstrating measurable impact and proving that circular beauty is achievable at scale.
Overcoming Industry Challenges
Scaling circular systems requires addressing logistics, reverse supply chains, and changing consumer behavior. Chidley provides accessible frameworks for other brands, removing barriers and enabling wider adoption of reusable solutions.
Redefining Standards in Beauty
Unlike brands that limit sustainability to marketing campaigns, Chidley embeds circular practices into the core business model. Her approach establishes higher benchmarks for transparency, accountability, and resource efficiency, setting a new precedent in a $500 billion global industry.
Leading with Purpose and Innovation
Chidley’s work aligns with global initiatives such as the EU Green Deal, the UK Plastic Pact, and ESG frameworks. The ReRe System allows brands to reduce emissions, meet sustainability KPIs, and future-proof operations. Her efforts demonstrate that circular beauty is not only possible but scalable and profitable.
Transforming the Beauty Industry
Jo Chidley is reshaping the way beauty brands operate, proving that true sustainability requires systemic solutions. Her innovations empower brands and consumers to participate in a circular model, making lasting environmental impact achievable.
