Published 4 years ago.
About a 7 minute read.
Blueland debuts another plastic-free offering, Lush develops carbon-positive packaging, and Maiiro calls out the beauty industry’s ‘Pack of Lies’ in a new plastic-awareness campaign.
Blueland — a company on a mission to reimagine all
categories of household packaged goods with innovative form factors and
environmentally responsible packaging, beginning with household cleaning
products — today launched a new offering: Foaming Hand Soap with a Cradle to
Cradle Platinum-level Material Health Certificate assessed by MBDC.
Following the successful, April 2019 debut of its Clean Up
Kit — a set of tablet-based cleaners that
earned buzz in
and the Wall Street
— Blueland’s latest addition gives its reusable glass bottle a new use, for
dispensing a gentle, paraben-free, non-toxic, biodegradable and cruelty-free
foaming soap that Cradle to Cradle certifying body MBDC says reassures good
health; MBDC will assist Blueland on its journey to continue optimizing its
ingredients and processes along its path to becoming fully Cradle to Cradle
The new soap is also part of Blueland’s Clean Essentials Kit, which includes
Multi-Surface, Glass and Bathroom cleaners. Similar to its original cleaning
Blueland made sure both the soap’s dissolvable tablet and reusable glass bottles
reached Platinum Material Health specifications — the highest level of the
Cradle to Cradle Certified Products
meaning that the formulations do not contain any toxic or unidentified chemicals
and are instead nutrients for safer, continuous cycles.
Blueland’s mission embodies MBDC
co-founder William McDonough’s call to action to
redesign packaging for a circular economy. By eliminating their cleaning product
waste by choosing Blueland, customers can, as McDonough says “refuse
— or reject plastics and packaging that are not reusable, recyclable,
compostable and recoverable.
Image credit: Maiiro
Newly launched sustainable skin care brand Maiiro is
calling out the beauty industry for what it’s calling a “pack of lies” when it
comes to plastic use. As the company asserts, although the skincare industry
preaches self-care, the same attitude does not seem to extend to its role in the
environment. In fact, a lot of skincare brands are major players when it comes
to contributing to the world’s plastic problem. While many brands are setting
targets to reduce the amount of plastic they use, in a lot of cases their
progress isn’t being
and they are greenwashing their way out of making real change with charitable
With its new “Pack of Lies” campaign, Maiiro —
which aims to be an industry leader in terms of sustainability and
recyclability, reducing the use of plastics wherever possible; and using only
natural, organic and ethically sourced ingredients — wants to raise awareness of
this greenwashing phenomenon and highlight the extent to which the skincare
industry is contributing to the plastic problem. ‘Pack of Lies’ includes
information on how to identify which brands are greenwashing, while also
providing information and tips on the recycling of plastic, to encourage
consumers to do their bit for the planet.
Pack of Lies includes a petition, to campaign for legislation that ensures all
brands are transparent about their plastic initiatives, updating consumers on
their progress and the measures they are taking to effect change. This will help
consumers understand what impact their purchases are having on the planet, so
that brands will ultimately feel the pressure to work harder to reduce their
“Being eco-friendly and sustainable has been a core element of Maiiro from the
very beginning, and the plastic problem is one that we feel especially
passionate about,” said Maiiro Managing Director Katy Rowe. “We therefore
wanted to launch something bigger than the brand and the products, to help
tackle a problem that the skincare industry adds so much to, and to encourage
brands to produce environment first.”
Image credit: Lush
Meanwhile, UK-based cosmetics brand Lush likely won’t be called out in
Maiiro’s Pack of Lies campaign: The company — which has largely done away with
single-use plastic packaging in favor of creative, reusable alternative
materials; or no packaging at
— recently announced the development of what could be the first
As the company explained in a blog
cork is a remarkable material – anti-bacterial, fire-retardant, water-resistant,
flexible, strong, easy to work and compostable at the end of its life.
Harvested from living trees, it also has an exceptional ability to sequester
carbon, helping to mitigate the effects of climate change. Lush is
awaiting confirmation from the Carbon Trust that the company has produced
the first-ever accredited Carbon Positive Packaging. The team’s calculations
suggest that each cork pot sequesters over one kilo of carbon dioxide gas (which
they say is a conservative estimate). This compares with an aluminium pot, which
releases 9kg of CO2 for every kg of aluminium created.
Nick Gumery, creative buyer for packaging at Lush, told the
that cork may be the answer to the plastic packaging crisis.
Lush said it plans to buy half a million cork pots for its products in the first
year, and wants to ensure that the pots it buys are produced from forest that
is being restored; this means it will buy at a high-enough price to cover
the cost of a forest restoration and regeneration program.
In addition to the carbon-sequestration potential of the packaging, Lush aims to reduce carbon emissions from transport of the product, so it is trialing bringing it to the UK by sailboat — it reportedly just received its first 6,000-pot shipment this way.
“Transporting goods by sail cargo is a good fit with our ethics and ambition to
reduce harm to the planet as it’s largely carbon neutral,” Derek Hallé,
Trade Compliance Manager for Lush UK, told Fast
Lush has partnered with New Dawn Traders, a
company that coordinates deliveries by sailing ship, to set up a multi-stop
delivery: The trip originates from suppliers in Portugal, where Lush sources
its cork packaging; with stops in France and Belgium to collect salt and
moss. The trip took four weeks; a direct route from Portugal to Lush’s
headquarters in Poole, in southeast England, would have taken half the
time — and both are longer than the five days it would have taken on a truck,
though the company said it was able to work with its suppliers and procurement
teams to build in the necessary lead times.
Romantic as it sounds, transporting cargo by sailboat is riddled with challenges
— added expense and travel time notwithstanding; and few transport companies
offer sailing ships as an option (New Dawn Traders helped launched the Sail
Cargo Alliance to help bring them
together). But Lush is hoping it can steer more companies into joining its
effort to bring sailing back: “By starting to encourage more companies to make
use of sail cargo, we could start to see a reduction in costs,” Hallé said.
In addition to starting a revolution in transport practices, Gumery told the
Telegraph he hopes the cork pot initiative will start a global packaging
revolution, as more companies adopt plastic alternatives.
“It’s a serious test of logistics and whether it makes business sense,” he
admitted. “Business won’t change if it’s solely done charitably. Lush is
interested in its impact but wants to show, as an ethical business, it can still
make a profit.”
Published Aug 20, 2019 8am EDT / 5am PDT / 1pm BST / 2pm CEST