Circular beauty is an easy phrase to print and a hard one to earn. For us it means a simple test: when the bottle is empty, what happens next?
Beyond the checklist
Most beauty packaging is designed to be thrown away. Circular packaging is designed to become the next thing, not waste. That is a different brief, and it changes the materials, the inks, the caps and the supply chain behind them.
Designing the second life
Our bottles are 100% post-consumer recycled plastic; our caps are bamboo that returns to soil; spent coffee grounds become caffeine actives. Nothing here is an afterthought added at the end. The end is where the design starts.
