OUR PACKAGING
OUR LONG-TERM GOALS FOR CREATING SUSTAINABLE PACKAGING.
We’re committed to becoming the most sustainable business we can be, and we’re always striving to reduce our impact on the planet. It makes sense that we constantly review our product packaging and working to long-term sustainability goals. This is how we’re working to develop zero waste packaging.
RETHINKING PLASTIC
Our focus is on using fewer plastic materials where possible; using more plant-based and recycled plastic (rather than oil-based plastics) and helping people around the world to reuse, repurpose and recycle. In 2019, we reintroduced our pioneering refill scheme, a recycling programme and removed 21 tonnes of plastic from our Christmas gifts. From reducing, refilling and recycling, we’re changing the way we think about plastic.
HOW WE’RE STRIVING TO DEVELOP ZERO WASTE PACKAGING
HAIRCARE THAT CARES
In 2021 we launched our most sustainable haircare yet – the bottles and tubs are 100% recyclable and are made from 100% recycled plastic, including Community Fair Trade recycled plastic collected off the streets of Bengaluru, India.*
By using Community Fair Trade recycled plastic in our packaging, we’re helping tackle the problem of existing waste plastics while helping the communities it impacts. We’re fighting for people and the planet.
We’re gradually making our packaging 100% recyclable.
Currently, more than 68% of our packaging can technically be recycled. By 2025, all our bath and body and haircare products will be fully recyclable. As part of our packaging strategy, we’ve undertaken a comprehensive review of our whole product portfolio, and we’re exploring how we can increase this percentage in the future.
We’re using more PCR in our packaging, and are gradually eliminating oil-based plastic.
Today, our PET plastic product packaging contains on average 25% recycled material. By 2022, we aim to increase the amount of recycled plastic material to 75%. Our longer-term aim is to develop a circular model for our packaging, which means reusing or repurposing 100% of our product packaging.
We’re promoting the circular economy through refill stations.
Although recycling is extremely important, we’re also embracing a circular economy approach to eliminate some of the waste from our products, rather than recycling it. In 2019, we relaunched our pioneering product refill scheme in two new concept stores. Here you can buy a refillable 250ml aluminium bottle and fill it with a choice of eight shower gels, and bring it back to refill once it’s empty. We’re working hard to bring refills to more stores soon, as well as introducing refillable shampoos, conditioners and hand wash. Watch this space!
We’re contributing to reducing existing waste while driving positive social change.
In 2019 we launched our Community Fair Trade recycled plastic programme. We source plastic from marginalised waste pickers in India, offering a fair price, steady income and better working conditions in an informal sector that’s often volatile and discriminatory. In our first year we purchased 250 tonnes of Community Fair Trade recycled plastic, which we’ve used in shampoo and conditioner bottles. By the end of 2021, we aim to purchase over 900 tonnes of Community Fair Trade recycled plastic.
Our new delivery boxes
They're now super sustainable. In fact, they help save 226,710 meters of tape, 2,600 kilos of plastic and 6.7 tonnes of CO2e emissions every year. Pretty cool, huh? And they're so pretty you can turn them inside out and upcycle them as a gift box.
THE FUTURE OF OUR PACKAGING
We want to focus on the long-term, and make changes that will last – like tackling the global plastics crisis and developing sustainable packaging options. We have a long way to go, but we’re always looking to the future with two clear goals:
1. All product packaging will be compostable, refillable or returnable for repurposing.
2. All refillable or returnable product packaging will be made from renewable and recycled input materials.
To achieve these goals, we’ll design product packaging under four sustainable packaging categories:
DESIGN OUT WASTE
Develop products that are compostable, refillable or returnable for repurposing.
DESIGN FOR REUSE
Continue to develop refill options and refillable products.
DESIGN FOR REGENERATION
Develop packaging made from renewable materials.
DESIGN FOR REPURPOSING
Develop product packaging that is made from recycled materials and can be recycled or returned for repurposing by us.