We’re so proud to announce that we’ll be re-working the packaging on our square-shaped bottles to be made from 100% recycled ocean waste plastic. It’s true; we’re the first ever beauty brand to implement this practice, and we’re hoping to start an industry-wide conversation about the heart of the issue: safe packaging disposal, and a commitment to keeping our planet as beautiful as the day mankind found it. Through our new project, we have projected to save the planet over 360 tons of new plastic each year.Every minute of every day, one garbage truck full of plastic is dumped into our oceans, which has led to over 5 trillion pieces of plastic currently littering our beautiful water and affecting its sea life. Every piece of plastic that has ever been made – ever – is still here on our planet, and currently only 9% of our world’s plastics are recycled. At KEVIN.MURPHY, we’re committed to changing these statistics and reducing plastic in the best way we know how: by cleaning up our oceans and reclaiming that plastic to package our hair products in order to create a circular supply chain. We call this responsible packaging, and we encourage you to get involved.

“This change is for the future of our environment and or us to be truly sustainble – to clean up our oceans for the sake of our planet and for future generations.” – Kevin MurphyAs part of our brand commitment to The Choices We Make, our latest initiative is a reflection of our unwavering attention to our environment through everything we do, and is an urgent call to action to help protect our vast oceans and marine life. Through this new initiative, we’re aiming to change the industry standard on packaging.

Watch our video below on how we’re implementing ocean waste plastics into our new packaging.

Images provided courtesy of Luis Murphy and Natasha Childs.