WASTE NOT, WANT NOT

Reducing packaging waste is a giant mountain to climb for the beauty industry but Emma Lewisham, a growing high-end Kiwi skincare brand, is leading the way for better practices, laying claim to the title of the world’s first circular and carbon positive beauty brand.

Not only is the B-Corp certified brand creating a new focus on refillable, it is committing to reeducating consumers to understand that the majority of beauty packaging, with its pumps, plastic and glass, can’t be recycled through kerbside recycling programmes.

Each of its skincare products comes in packaging designed to be easily refilled, reusing a bottle or jar over and over again instead of creating a new vessel. ‘Circular designed’ means designing out waste, keeping materials in use through reuse, repair and recycling, and regenerating the environment, explains Lewisham. “We offer refills for all our products through our global take-back programme. Customers can send back their empty vessels, free of charge, to be refilled or recycled. This not only keeps our materials in circulation but reduces our carbon footprint by up to 74%.” All products are certified Climate Positive, meaning they sequester more carbon than they emit. Hoping to encourage others, Emma Lewisham has shared the intellectual property surrounding its packaging processes on its website.