Why seashells.
What makes seashells special?
Seashells are packed with natural minerals and nutrients. They’ve long inspired artists, writers, and beachcombers—and, most importantly, they provide homes for millions of tiny ocean creatures.
But while seashells are beautiful and beneficial, there’s a hidden environmental problem. Every year, 6–8 million tonnes of seashells are discarded globally as a by-product of the seafood industry. That’s enough to cover most of London—every single year.
In the UK, if no use is found for them, they’re simply sent to landfill. In other parts of the world, the sheer volume dumped on coastlines has even altered river courses, disrupting marine ecosystems.
How does Annings turn waste seashells into something useful?
At Annings, we believe:
“It’s not waste until it’s wasted.”
A unique sustainable solution
Back in 2014, we saw the damage caused by oceans choked with plastics and mountains of discarded seashells. So we asked:
What if these unloved seashells could replace microplastics in skincare?
Working with scientists from the University of Cambridge, we developed a unique process that transforms seashell waste into a sustainable, nutrient-rich ingredient.
“Its not waste until its wasted”
The result
The world’s first soap bar made with seashells
A gentle, natural exfoliant that restores and cleanses the skin
A material that’s highly sustainable and beneficial
Why is using seashells sustainable?
Key sustainability benefits
✔ Reduces waste – repurposing millions of tonnes of discarded shells that would otherwise harm the environment
✔ Prevents landfill – seashells in the UK are often sent to landfill if unused
✔ Protects ecosystems – reduces the environmental damage caused by dumping shells on coastlines
✔ Replaces harmful microplastics in skincare and cleansing products
Key Takeaway
At Annings, we’ve turned an environmental problem into a skincare solution.
By transforming discarded seashells into a natural, mineral-rich ingredient, we’ve created the world’s first soap bar made with seashells—a product that exfoliates, cleanses, and restores, while helping the planet.
FAQ about seashell skincare
What are the benefits of seashells in skincare?
They increase collagen production, have antibacterial properties, and gently exfoliate the skin.
Why are discarded seashells a problem?
Millions of tonnes are dumped each year, harming coastlines and marine ecosystems.
How does Annings use seashells sustainably?
By transforming waste shells into a microplastic alternative, we created the world’s first seashell soap bar.