In June, California passed a bill restricting single-use plastics, adding governmental pressure to an already growing consumer pressure for brands to do more than greenwash their product offerings. Now, beauty brands are extending sustainability practices beyond their products, engaging consumers and clients with sustainable lifestyle shifts.
Eco-friendly goods brand Blueland is launching a helpful service to accompany its first skincare product debut: “Beyond the Bottle” is the brand’s new Twitter campaign, where Blueland employees will advise on how to appropriately recycle product packaging from any brand, in any location.
“The industry expects the [conscious] consumer to do a lot of work,” Blueland Founder Sarah Paiji told Glossy in a statement. “Recycling is very local; [accessibility] really depends on the Material Recovery Facility near you that’s processing your products. We can do the research and provide [consumers] a customized answer.”
