When it comes to ‘clean beauty,’ Leif Co-founder Jonnie Vigar says consumers should be scrutinising product packaging the same way they do ingredients.

‘Reducing waste has become a big challenge for the beauty industry. To have a social licence, brands like ours must ensure that products reduce their footprint into the future,’ Jonnie says.

Leif is tackling this issue head on by reformulating their famous product packaging with recycled materials. Their bottles now include 50 per cent recycled content and allow for kerbside recycling at the end of their lifecycle.

Leif’s Gift Sets have also had a minimalist, recyclable upgrade featuring bold graphics and FSC-certified materials. The inner trays are made from compressed paper pulp, which are fully recyclable and biodegradable when it’s time to say goodbye.

Achieving recyclable packaging, without sacrificing on form, has been a long journey for the Leif team. Jonnie explains, ‘The way Leif bottles look has long become part of the brand DNA, but these custom forms required a highly technical solution so they could be produced in the rPET, which took over two years to achieve.’

The new packaging is an extension of Leif’s commitment to the environment, which began with the launch of product refills (Re:fills) to minimise plastic waste. Customers are encouraged to subscribe to the brand’s Re:fills program to save time, money, and return their empty pouches to earn additional loyalty points for reducing their footprint.

‘The enthusiastic uptake of 1L Re:fills has shown how important the issue is to our customers and we’re currently developing innovation on how this process can be improved,’ says Jonnie.

Leif has also partnered with 1% for the Planet, pledging 1% of annual sales to the Reef Restoration Foundation, Bob Brown Foundation, Country Needs People and ReLove.

Shop Leif products in new recyclable packing online or at stockists around the globe.