When I think of sustainability in packaging, the beauty industry is not where my mind goes. All the plastic bottles and tubes are beautiful and inspiring but not the most environmentally friendly. One need brand is making an effort to change that perception through their introduction of recycled and recyclable packaging.
Seed Phytonutrients launched earlier this year with a line of hair, face and body beauty products. Breaking from the norm in the category most of the products are packaged in paper not plastic. Which means the packaging isn't just recyclable, it's also compostable. And if you can believe it, this paper packaging is made to live in your shower!
Overall the branding, packaging and product align with their strong mission. Since they are backed by L'Oréal I'm interested to see if this product pops up in some bigger chain stores like Whole Foods or Target.