The packaging refresh introduces an updated logo and easier to read bottles. Credit: (PRNewsfoto/Innersense Organic Beauty).

Clean beauty brand Innersense Organic Beauty has enhanced its sustainability commitment by moving to 100% Post-Consumer Recycled (PCR) materials. 

The company is expecting to replace most of its product portfolio with PCR by the first quarter (Q1) of 2021.

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Innersense Organic Beauty founder Greg Starkman said: “PCR plastic is the most natural next step for our packaging.

“By purchasing PCR, we are doing our part to spur demand for recycled materials, which we hope will have ripple effects toward improving the domestic recycling market.”

The company has also announced the launch of a packaging refresh, which will debut this month.

Packaging refresh features an updated logo with easier to read bottles.

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The colour-coded bar system also makes it easier to differentiate products in each line.

Starkman added: “Our refreshed packaging begins our transition into more circular packaging options such as refillable and other sustainable alternatives. Hair care poses unique packaging challenges as opposed to skincare or makeup.

“Hair care packaging is larger in size, heavier in weight, and typically sits in our showers, so the bottles have to be functional and safe in a wet environment.

“The move is part of the brand’s Mission in Action, introduced three years ago with the aim of becoming “plastic proactive.”

Innersense Organic Beauty has also pledged to clean up its annual plastic output by 150%. Further, it will also take support from Plastic Bank.