The Honest Company has launched a new defense collection and unveiled a sustainable packaging initiative for Honest Beauty, featuring recyclable cartons using 100% "tree-free" paper made from upcycled sugarcane by-product.
Sustainable Packaging Revamp
The packaging refresh includes an update of more than 100 SKUs, per the brand, incorporating tree-free secondary packaging and "more environmentally friendly materials" such as glass droppers, aluminum tubes, tin compacts, PCR materials and monomaterial components "whenever possible" for easier recycling.
Honest will be tracking the impact of using tree-free cartons quarterly at www.honest.com/sustainability.
Report: Sustainable Packaging Strategies
“From day one, we’ve placed the utmost importance on product efficacy, formula integrity and ingredient quality–packaging is the next step in our journey of continuous improvement,” said Jessica Alba, Founder & Chief Creative Officer, The Honest Company. “As pioneers in clean beauty, I am energized that we are able to raise the standard for the industry at large, and demonstrate what is possible to achieve at scale while we continue to deliver on our mission to inspire everyone to love living consciously.”
“We strive to create formulas with thoughtfully selected ingredients to help protect our natural resources and the ecosystems that rely on those resources,” said Don Frey, chief innovation officer, The Honest Company. “Our sustainability mission starts with the practices that we implement within our own lab and in our formulas. It’s not enough to ask you to practice sustainability without doing it ourselves first. That’s why we’ve ensured that all of our beauty products have formulas and packages that are designed with the environment in mind.”
Daily Defense Collection Revealed
Honest is also launching the four-SKU Daily Defense Collection of skin care products designed to defend skin against environmental aggressors and the effects of pollutants. The products are formulated with the brand's Sea Concentrate, comprising zinc and iron to provide essential minerals to the skin.
The line includes:
- the Skin Sweep Exfoliating Powder Cleanser, featuring kaolin clay to gently wash and exfoliate away debris, impurities and buildup;
- the Pollution Solution Purifying Toner, featuring zinc PCA to reduce surface oil and microalgae extract to combat aging stressors;
- the Save Face Shielding Setting Spray, which helps extend wear, and improves the look of makeup, featuring Extremolyte, which helps defend against UV and blue light;
- and the Self Defense Mineral Sunscreen Fluid SPF 43, which helps protect against environmental elements like UVA, UVB, blue light and pollution, and which features Extremolyte.
The Honest Company’s refreshed beauty brand initiative including the Daily Defense Collection is now rolling out in-store at its retail partners and at www.honest.com.