The stereotypical picture of the mountain of haircare bottles piling on the edge of the bathtub as the user frustratingly shakes the last of the remaining contents out of yet another addition is one consumers have come too used to seeing.
An astronomical amount of single-use plastics derive from discarded hair care bottles and the majority of manufacturers have made no move to repair this system beyond making these bottles partially recyclable. Even when properly rinsed clean and recycled there is no guarantee the consumer’s town or municipality will actually recycle the product.
Branding their newest initiative “haircare that cares,” Living Proof strives to repair the relationship their brand has with the environment. Partnering with TerraCycle, a global leader in recycling hard-to-recycle materials, they have taken matters into their own hands. They have now ensured consumers can recycle any Living Proof bottles in Canada and the United States. Wherever they are purchased Living Proof will recycle them for you — on the house.
In addition to the change that is resonating throughout their brand today, they have committed to decreasing their use of virgin plastic by 50% and increasing their use of post-consumer recycled material by the same margin in all of their global plastic packaging by 2025.
They are also now designing 100% of their packaging to be completely recyclable. Consumers can participate in this program by creating a free account with TerraCycle and printing their shipping labels for their products. Once the empties are boxed up, consumers can not only earn credits to donate to a charity of their choosing but have the chance to give back to the environment.
Living Proof’s sustainability mission attempts to solve the toughest beauty challenges with safe, cruelty-free innovations that don’t compromise conscience for quality. They have established themselves as a leading example of what brands such as theirs are capable of, and what responsibilities they hold.
To learn more about Living Proof, visit their website.
All images in this article are courtesy of Living Proof unless stated otherwise.
This article contains an affiliate link(s). Learn more.
