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Love For Earth: Turn Your Eco Values Into Action.

Let’s start with some thought-provoking numbers, shall we?

Astronomers estimate there are about 100 billion stars in the Milky Way. This little fact will help you to visualize the following: the beauty industry produces 120 billion packaging units every year! Brands manufacture most boxes, bags, and containers with mixed materials, which often turns recycling into a rather complicated endeavor. So year after year a whole galaxy-worth of discarded packaging ends up in the landfills.

The one pollutant that we are all aware of is plastic. More than 8 million tons of plastic enter the ocean each year. If this trend continues, there will be more plastic in the oceans than fish by 2050. However, it is not just the plastic that’s the problem with the cosmetology field. There are also concerns that the industry’s growing demand for water could surpass supply. Chemicals in beauty products, like sunscreens and lotions, leach into our oceans, further contributing to the pollution.

Earth globe wrapped in plastic cellophane

Beauty products with natural ingredients are not always better than chemical-based products. Some producers use unsustainable practices to extract raw materials. On average, the beauty industry consumes 18 million acres of forest every year. Such large-scale deforestation is a significant factor in global warming. And let's not forget the carbon footprint of the fossil fuel-derived materials used in beauty products and packaging.

In 2020, the global cosmetics market generated approximately US$ 341.1 billion and it is expected to double by 2030. Clearly, this is not a source of pollution we can turn a blind eye to.

But before the guilty conscience grips you too tight, that doesn’t mean you should stop buying cosmetics forever. We admit to getting caught up in ‘the shelfie’ craze but there are ways to be a more conscious consumer.


Our commitment to you and our planet

Our core values are deeply rooted in the “less is more” approach. Twenty-step beauty routines are too complicated and unnecessary. They turn self-care practices into a stressful hassle, clutter your home, drain your budget, and ultimately contribute to the culture of overconsumption. Speaking of overconsumption, did you know that the average US household owns 300,000 items? Need we say more!

Our minimalist philosophy is not just about what we own and what we discard. It’s about weighing up the damage we are doing to the planet, and about learning to see things that matter.

As a brand, we cherish eco-friendly, clean practices:

  • Multi-use products. Buying fewer items is one of the best ways to help the environment, reduce beauty industry waste, and make yourself happier. That’s why our focus is on creating highly effective, yet uncomplicated products that cover multiple uses.

  • Ethical sourcing. We can proudly say that each product we deliver to you is made with hand-picked, sustainably sourced natural ingredients and is EWG-approved. From the shores of Southern Baja to Quebec - our trusted and knowledgeable suppliers provide the best quality materials.

  • Sustainable packaging. We have sworn off secondary packaging and constantly upgrading our sustainable packaging initiatives. Our shipping boxes are made with 80% post-consumer materials and are fully recyclable. We use biodegradable corn-based packing beans and print flyers with non-toxic algae-based ink. Our primary packaging is 100% recyclable glass, you can find recycling instructions online. Our products are also recyclable via the TerraCycle program.
  • Carbon emissions offset. We purchase annual carbon credits through EcoCart. Carbon offset funds go towards renewable energy, forestry, or clean water projects.


What you can do

As a consumer, you hold the real power to shape the market. When we think there’s nothing we can do there is a power in numbers. All we need is to make a small change! If we put as much thought into preserving our planet as we do into taking care of ourselves, the world may be in a better state.

  • Be mindful when making purchases. Vote with your dollar for brands that are willing to innovate and make their packaging more environmentally friendly. Remember, you decide who to support.

  • Reduce your consumption by choosing multi-use products.

  • Try to avoid single-use products, as they are not a great idea for sustainable living. Remember that the cotton wool, regular cosmetic wipes, sheet masks, and blotting sheets are not recyclable, or flushable. You only use them once before trashing them. Try alternatives like cleansing with washcloths, face flannels, or reusable cotton wool-like wipes.

  • Effective recycling takes a little effort. Check with your local municipality or on Call2Recycle.ca to find out what can be put in the curbside bin.

  • Send your used products to TerraCycle. It is free and takes just a moment to sign up for. By sending waste to TerraCycle you will prevent it from ending up in a landfill or incineration facility. Packaging sent to TerraCycle will be shredded, cleaned, and sorted. Plastic shreds will be melted and formed into products like plastic decking or playground equipment.

  • Whether you're sending the packaging off to organizations or just curbside, empty out any excess product and put it in a sealed jar before sending it off to the landfill. That ensures that chemicals don’t end up in the waste stream and eventually in the water supply.

  • Think about reusing the packaging. Look to Pinterest for boundless ideas.

Woman with flowers

So here it is, a handful of simple things we can all do to help. Rephrasing Aldous Huxley, to live fully, we must learn to use things and love our planet, and not love things and use our planet.

Do you think you can make a change today to ensure our home can thrive for centuries to come? Tell us what you think and share your sustainable beauty practices and green ideas!

Written by Elena Popkova