Last year our beauty range used 2.1 tonnes of plastic. This year it will use 300 kilograms. Here is how — and why it took us so long.

The problem with recycling

Only nine percent of plastic ever made has been recycled. Even a bottle made from recycled plastic is usually recycled once, then landfilled. The only packaging that really works is packaging you keep.

The refill model

Our Essentials Trio now comes in aluminium bottles. When they run out, you order a one-litre pouch made from 80% less material and pour. Refills cost 30% less than the original.

What it cost

Aluminium is more expensive than plastic and we absorbed the difference. We also had to rebuild our filling line. It was worth it: refill orders already make up half of beauty sales.