The initiatives will allow customers to recycle the hair care brand’s packaging, including its aerosol products
Hair care brand Living Proof has linked up with TerraCycle on two new packaging recycling initiatives.
The programmes will apply to all of the Unilever-owned brand’s packaging, including its aerosol products.
“We are pleased to count Living Proof among a select group of luxury hair care brands that offer consumer-facing recycling programmes that actively address this large category of waste,” said TerraCycle’s CEO and founder Tom Szaky.
“Through the introduction of these innovative recycling programmes, Living Proof is giving their consumers a powerful, sustainable option to divert their empty hair care and aerosol packaging from landfills, as well as demonstrate their respect for the environment through the products they choose to include in their hair care regime.”
The brand is also giving customers an incentive to participate by giving points for every shipment, which can be used for charitable gifts or converted into cash and donated to non-profit organisations.
Living Proof’s Marketing Director Sarah Mountcastle Mitchell said she was proud to partner with TerraCycle.
She added: “Living Proof is committed to solving the toughest beauty challenges with safe, cruelty-free innovations that don’t compromise our planet, and partnering with TerraCycle has helped us further develop this commitment.”
Szaky’s firm has partnership deals with several global beauty brands including Burt’s Bees, Colgate, Deciem and Herbal Essences.
Participants wishing to recycle their empty Living Proof packaging can sign up to the programme via terracycle.com/living-proof.