Haircare brand Rhyme & Reason, owned by SLG Brands, has achieved its mission to ensure that its bottles and caps are made from 100% recycled ocean-bound plastic—and aims to spread the word to ban the use of virgin plastic packaging.

Rhyme & Reason’s bottles are made from 100% recycled palstic, and its team worked with its supplier partners to design a flip-top cap made from 100% recycled plastic as well. And that’s a challenge in the beauty packaging industry.

“We designed a flip-top cap so that the cap and bottle stay in one piece and can go in the recycling together,” the brand states.

#NoNewPlastic is the brand’s hashtag—and its campaign aims to help put an end to the use of virgin plastic by educating consumers. 

Rhyme & Reason is asking beauty consumers to stand up, take action and “push against the norm” by making planet-conscious choices.

“No new plastic is in our bottles, caps, nozzles, and jars,” the brand states. Its labels, pigments, waxes, adhesives, and inks are non-recycled, but the company says that’s a work-in-progress.

Rhyme & Reason launched in 2021, and it is vegan and cruelty-free. It’s one of Target’s Clean brands. In December 2023, Rhyme & Reason began using ocean-bound plastic, which otherwise could have ended up polluting beaches and waters, endangering sea creatures.

The brand donates 1% of global sales revenue to Galapagos Conservation Trust, to help protect 13 endangered species.
 
Dr Jen Jones, CEO of Galapagos Conservation Trust, comments, 
 
“Vulnerable ecosystems like Galapagos are paying a high price with single-use plastic piling up on beaches in the Galapagos Islands, entangling the wildlife and contaminating ecosystems. We’re even finding plastic waste in the faeces of the iconic giant tortoises. If we want to protect places like Galapagos, we need to stem the flow of plastic pollution, and that starts with a commitment to no new plastics.”
 
The brand’s collection is fully inclusive and made up of five regimes.

• Quench & Curl to keep curl and coil patterns moisturized and defined
• Nourish & Smooth to nourish and help tame frizz
• Volume & Body to make hair appear instantly thicker and fuller
• Wave Revival to revive, define, and enhance natural waves
• Hydrate & Repair to hydrate and help repair dry, damaged hair

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