Soil is the skin of our Earth – a rich, crucial, living breathing eco-system. A teaspoon of soil contains billions of microorganisms that help make the soil fertile, enhancing plant health and enabling soil to store carbon and water.

Healthy soil is an essential part of our planet’s diversity and plays a crucial role in our physical health and mental wellbeing. But the quality of our soil is in rapid decline, exacerbated by unsustainable farming practices, and in the UK alone, soil is being destroyed 10x faster than it is being created. Every minute, around 30 football pitches of fertile soils are being destroyed. To help tackle this crisis, Weleda has joined forces with Arizona Muse and her soil regeneration charity DIRT (www.dirt.charity) to educate people about the importance of soil and how, by choosing soil-friendly beauty products with ingredients grown using regenerative farming practices, they can help to protect it.

Now in its third year, Weleda’s Save Earth’s Skin campaign highlights the importance of healthy soil for the future of our planet and urges people to care for it as they would their own skin. Our 2024 campaign models and environmental activists Arizona Muse, Lily Cole and Noella Coursaris Musunka, together with microbiome specialist Pauline Cox, Weleda UK Managing Director Jayn Sterland, and Weleda UK biodynamic gardener Jennifer Ruge, to explore how the beauty industry contributes to the problem, but also can make a positive impact to help save our soil.

This year, Weleda UK will donate 5% of all product sales during the month of April to honour Earth Day (Monday 22 April) directly to the non-profit organisation DIRT charity, founded by environmental activist and model, Arizona Muse, to fund soil-health projects around the world when you shop via Superdrug, Weleda Wellbeing Advisors, our TikTok shop and our website.

In the same way we protect our skin, we can protect the Earth’s skin. Get involved with these simple tips:

To help consumers steer a more confident path through the murky sea of ‘greenwash’, baffling jargon and confusing claims, the Sustainable Beauty Coalition has created the Planet Positive Beauty Guide - providing easy-to-digest information to help us all make greener beauty choices.  

Download the Planet Positive Beauty Guide today for dozens of practical ways to Save Earth’s Skin.

Hear from Dr. Sc. Agr. Astrid Sprenger, Head of Weleda’s biggest medicinal plant garden in Germany:

We can all make a difference!  Discover tips to improve soil health by following the hashtag #SaveEarthsSkin on social media. Marie Claire and Arizona Muse are helping us deliver our message too.