Upscale retailer Selfridges has opened a pop-up store-within-a-store, selling curated, plastic-conscious luxury products in their flagship market in support of World Oceans Day, highlighting the need for more sustainability in beauty packaging.

The Beauty Booth is part of Selfridges’ Project Ocean, an awareness campaign now in its ninth year. In partnership with the Zoological Society of London, the goal is to protect the ocean from plastic pollution and overfishing, and every year, the campaign launches a new initiative to spark change. Previously, that’s included removing plastic shopping bags and single-serve water bottles, ceasing the sale of products containing microbeads, and holding cooking competitions, encouraging chefs to think about the fish they serve.