'We've been looking to make this evolution for some time': How this male grooming brand ramped up its sustainable strategy

Scrubd, the British natural skin care brand, is helping men pass on the plastic-free and create an eco-friendly lifestyle

This summer male grooming brand Scrubd revamped its skin care packaging to sport an eco-friendly alternative.

The brand’s 4-sku Energising range was rehoused in renewable sugarcane packaging that has been designed to be lightweight and fully recyclable.

The production of the sugarcane, supplied by Brazilian petrochemical firm Braskem, involves the capture of CO2 from the atmosphere during its, helping to reduce greenhouse gas emission.

Here, Darren Williams, Interim CEO of Scrubd, explains to Cosmetics Business the business benefits of using sugarcane packaging and why post-consumer recycled plastic may not always be the option for indie players.

"When making the decision to change to more eco-friendly packaging solutions we explored . . .

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