Every month the Good On You team scours the internet to bring you the sustainable fashion and beauty news that matters. Here’s what you need to know in May 2025.
German Court Bans Adidas’ Climate Neutrality Advertising (Sustainability Magazine)
A greenwashing lawsuit brought against Adidas by NGO Environmental Action Germany (DUH) has been successful, per Sustainability Magazine. The court ruled that Adidas must stop advertising that it would be “climate neutral” by 2030 because the term is ambiguous, and because Adidas did not explain how or whether carbon offsets would be used in achieving the goal.
West Papuan Indigenous People Call For KitKat Boycott Over Alleged Ecocide (The Guardian)
The Guardian reports that thousands of acres of rainforest in the territories of West Papuan Indigenous communities are being cleared for palm oil plantations, according to campaigners. And in response, more than 90 tribes, political organisations, and religious groups are calling for boycotts of key brands said to source in the region, including beauty brands Pantene and Herbal Essences.
Secondhand Clothes App Vinted Reports Jump in Revenue and Profit (Reuters)
Vinted, the popular clothing resale app, reported a 36% increase in revenues in 2024, reports Reuters, which puts it down to European consumers’ booming interest in buying and selling secondhand clothing as a way to save money.
Shein Raises US Prices by up to 377% as Trump Tariffs Take Hold (Retail Gazette)
President Trump’s new tariffs on China have prompted ultra fast fashion retailer SHEIN to raise prices. On Friday 25th April, it increased some prices by as much as 377%, citing a rise in operating costs.
Tariffs Won’t Kill Fast Fashion, But They Might Kill Sustainable Fashion (Business of Fashion)
A perfect storm of sluggish growth, cost-cutting, greenwashing concerns, and now President Trump’s tariffs is spelling danger for the sustainable fashion industry. For Business of Fashion, Kenneth P. Pucker explores who’ll be squeezed the most and argues that systemic change is the only true solution.
Are We Heading for a Beauty Burnout? (Vogue Business)
“I have a theory that the average beauty routine expands in direct proportion to political upheaval. Call it the Aesthetic Index,“ writes journalist Jessica DeFino in this fascinating report charting beauty consumers’ trajectory towards overwhelm in light of increasing global challenges and unsustainable levels of products on our bathroom shelves.
Green, But Not Golden: Why Beauty’s Sustainability Moment Still Isn’t Secure (Forbes)
Consumer specialist Kate Hardcastle writes for Forbes on the beauty industry’s continued lag in taking meaningful action to be more sustainable, despite consumer demand. “Sustainable beauty must be more than a feeling. It must be a structure—a set of behaviours, practices, and decisions embedded deep within the brand, not dressed up for Earth Day,” she says.
Prestige Beauty Refill Sales Have Quadrupled Since 2021 (British Beauty Council)
To mark Earth Day, the British Beauty Council partnered with insights company Circana to report on the state of prestige (or, luxury) beauty. They found that in the first quarter of 2025, sales of product refills increased 20% since 2024. It also means that sales have quadrupled since 2021, showing some positive signs of consumer interest in more sustainable beauty.
‘Good’ and ‘Great’ news
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Nudie Jeans Opens Store With Window-Front Repairs Workshop (Drapers)
“Great” brand Nudie Jeans has opened a new store in East London, UK with the brand’s very first repairs window, marking a significant moment for the longtime champion of mending and circularity. The store will also carry secondhand products and act as a distribution centre for regional orders to reduce the need for air freight.
‘Great’ Brand Pangaia Launches Collection With New Plant-Based Nylon Material
Pangaia, loved for its use of lower impact materials, has launched a new collection using (gaia) PLNT Nylon, a biobased nylon fabric made using seeds from the castor oil plant. The crop is resilient and thrives in dry regions, requiring little water to grow. The brand’s collection centres around timeless designs for performance-wear.
