From the beginning of our journey we’ve spent the majority of our time and energy really defining what Sustainability means to us, before taking real action. We didn’t just want to come out as “sustainable” just as a marketing ploy. We wanted to be real about it and do our own research first.

Unlearn what you think you know about sustainability

In order to truly walk the walk, we first needed to unlearn a lot of things that we associated with being ‘sustainable.’ We thought fear-mongering marketing and misinformation only took place in the skincare industry but it turns out there’s a lot of sustainability greenwashing happening in and outside of the consumer goods industry. We all thought that packaging material made up most of our carbon footprint but through an entire LCA (Lifecycle Analysis), we learned that a surprising chunk was transportation — emitting the most carbon footprint in our business. Due to the nature of our operation–production in Australia. The biggest opportunity for us to decrease a huge chunk of carbon footprint was simply switching from air freight to ocean freight. By doing this we had to concisely forecast the demands and work ahead of time to ship out the inventories to avoid stockouts. This can help us reduce our carbon footprint by 51%.

Here are the key things we learned:

There’s no magic bullet to doing sustainability right. This is also a journey, and no one has the perfect answer. It’s important we have millions doing sustainability imperfectly than having a handful doing it perfectly. Switching the material doesn’t do much if the infrastructure doesn’t change. Bio-based plastic, compostable plastic and new materials are cool and deserve to be welcomed in the space. But the government should enforce a stronger policy ensuring a circular economy is incentivised and invest into advancing the infrastructure. Only then, can the impact of these new materials be truly meaningful.