The best packaging is no packaging. Until we figure that out, less is the next best thing. We reduce before we recycle: using only the materials we need, removing anything unnecessary, and choosing solutions that work with today’s recycling systems. No cellophane. No labels. No secondary packaging wherever possible.
The Outside
Packaging doesn't stop being waste because it's well designed. So we use less of it. Find out how, why, where, which problems we've solved — and which we haven't. It's a packaging party and you're invited.
Less is the first step.
Beyond the label.
Eco-friendly isn’t a material. We choose packaging based on what happens over its whole life, not just the headline claim. That means considering how it’s made, transported, separated, recycled and reused. You know — circularity.
Aluminium, for now.
”Recyclable” is only where the job starts. Aluminium is lightweight, protects what’s inside, and can be recycled again and again without losing its quality. That’s why it’s the backbone of our packaging.
Where we can, we go a step further. Our COSMOS-certified products use bottles and tubes made from 100% recycled aluminium (95% post-consumer, 5% post-industrial), reducing CO₂ emissions from material production by up to 70%. It keeps valuable material in circulation instead of reaching for newly mined resources.
The refill question.
We don’t want to move fast and break things. We’d rather find a solution that actually works. Today’s refill options come with compromises around recycling and environmental impact. So, for now, we make products that last longer instead: 500 ml bottles for body and hair care, 60 ml tubes for skincare. You buy fewer products, replace them less often, and recycle them when you’re done.
How to recycle.
We’ve designed our packaging to work with the recycling systems that already exist.
Here’s how it works: aluminium bottles and tubes go in the appropriate recycling bin. Remove the tube cap first so the aluminium and plastic can be sorted and processed separately — the caps are large enough to be picked up by most sorting systems. Then rinse and keep your pump for your next bottle. It’s the only part we can’t recycle yet.
Your pump. Your call.
Did you know that pumps are one of the hardest bits of beauty packaging to recycle? So we’re on a mission to reduce the number of them in circulation. We’ll send a pump with your first order. After that, it’s up to you. Reuse it if you can, replace it if you really need to.
Multi-trip, not single-use.
Your holiday lasts a week. That travel miniature could be around for centuries. Refillable travel bottles do the same job without becoming another thing to throw away. Fill them, wash them and take them again next time.
USE LESS. RECYCLE MORE.
A safe journey.
Getting from us to you shouldn’t require plastic. Our boxes are FSC-certified, recycled and recyclable cardboard, sourced to one of the highest standards for responsible forest management. Inside, a honeycomb paper sleeve expands to absorb any knocks. No bubble wrap. No polystyrene. Just exactly what’s needed to do a really good job.
Looks aren't everything.
A knock to the tube isn’t a knock to the formula. If our aluminium packaging arrives with a small dent, it’s done exactly what it was designed to do: protect the product inside.
Keep the gift, lose the waste.
We believe it’s what’s inside that matters. The right gift will always feel special, no matter how it’s wrapped. Choose something they’ll use every day, or let them choose for themselves with a gift card. Less waste. More thought.
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