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.
Since 2025, packaging for all our bath and body and haircare products is 100% recyclable. Currently, more than 68% of our packaging can technically be recycled. As part of our packaging strategy we’ve committed to continue reviewing our whole product portfolio, and 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. 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 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. What a result!