In 2021 we formed a ground-breaking industry-first initiative to unite with our competitors, Biossance, Caudalie, Herbivore and YOUTH TO THE PEOPLE for a common cause – the protection of the planet. This unique alliance spearheaded new solutions to tackle packaging waste within the beauty industry with a collective commitment to produce only planet-friendly packaging by 2025.

Actively promoting our competitor brands doesn’t seem to make a lot of sense in traditional business, but the current environmental crisis calls for all of us to do things differently – so that’s what we did. We disrupted and flipped the traditional model with the introduction of a new and innovative way of collaborating vs competing. Since pioneering this campaign we have seen other beauty collaboratives get inspired and create similar campaigns like #C4C.

Taking action to reduce waste produced by the beauty industry is a challenge to say the least. We openly acknowledge that we exist within an industry based on consumption and disposal. In the US alone, over 70% of plastic containers and packaging waste ends up in landfill. This is an industry-wide problem that we can’t solve alone, and fortunately, we don’t have to. These brands are invested in preserving the planet, just like us.

The goal of this alliance is to share ideas and pioneer fresh solutions to reduce packaging waste, by committing to producing packaging designed to be recyclable, reusable or containing recycled materials, while raising awareness and inspiring other brands to join us with their sustainability efforts. It is the sharing of the knowledge of the collective that has the power to make a real, meaningful, and scalable difference. So, if you are considering brands other than ours, please, choose one of them.

We recognize that we are stronger together. In the fight to protect our planet, we’re not competitors, #WeAreAllies.