Since it's Earth Day, we're highlighting three beauty brands that support the organization 1% for the Planet.

As members, ĀTHR Beauty (formerly Aether), Plantioxidants, and Ryme & Reason are members of 1% for the Planet—and each brand donates 1% of sales, which makes it easier for consumers to be a part of helping our planet every day of the year.

The donations help to fund environmental nonprofits around the world. Members have raised more than $270 million to date. Working with vetted nonprofit partners, 1% for the Planet has helped to plant trees, protect wildlife, fight for climate policy, help communities impacted by climate change, and more. 

ĀTHR Beauty

ĀTHR Beauty, founded in 2018 by beauty industry veteran Tiila Abbitt, says it created the first fully recyclable eyeshadow palette—reducing emissions by 25% less than competitors. By the end of this year, the brand says it will have saved 250k units from going into landfills. 

A message printed on the inside cover of its refillable paperboard palettes and compacts reads:

"Hello Beautiful! We have removed the mirror and magnets inside to be more sustainable..."

The message continues, "By removing the mirror and magnets, it becomes fully recyclable and we are saving this palette from going directly to the landfill. It's a win-win for both you and our Mother Earth." 

The brand explains to consumers exactly how to recycle its packaging, instructing users to remove the metal eyeshadow pans first, to recycle separately. Next, remove the elastic from the paper palette or compact, and reuse it as a hair tie. 

ĀTHR Beauty states on its website that it donates 1% of every sale to 1% for the Planet. 

Plantioxidants 

“As a proud member of 1% for the planet, we take responsibility for the health of our planet by donating 1% of annual sales to environmental nonprofits,” states Plantioxidants' founder and CEO Josh Wadinski.

Plantioxidants decorates its bottles with the words, “100% recycled bottle.” The clean beauty brand aims to create 100% closed loop packaging by 2022.  

Plantioxidants’ bottles are 100% recyclable BPA-free, and made from 100% post-consumer recycled (PCR) plastic.

Rhyme & Reason

Rhyme & Reason, a haircare brand by SLG Brands based in the UK, (and available at Target in the US), is also a member of 1% for the Planet. The brand uses 100% recycled plastic for its bottles and caps.

"We designed our own bottle shape to minimize plastic use and optimize transit packing efficiency," Rhyme & Reason posted, explaining that the bottles nest perfectly to minimize the shipping of air.

The brand also says that going forward, it is committed to using no new (virgin) plastic, ever, for packaging. "We saved over 51,000 kilograms of plastic from landfill so far," the company states. 

Always be Transparent—& Strive To Do Better 

Marketing experts continually say transparency is key, if consumers are to believe your brand is credible—and so you're not accused of greenwashing.

Brands that truly care about sustainability are always striving to do better.

Rhyme & Reason is both—honest with followers on social media, and strives to improve its packaging. The Instagram post linked above says, "There is a thin wad in the tub of our leave-in Conditioner made from virgin plastic which, while unavoidable at this time, will be re-specified to recycled plastic as soon as we can."

And as Plantioxidant's Wadinski states, "Together we can clean up the planet and extend Earth Day to be honored every day."

Read Next 

Dove's Refillable Deodorant Is Made To Last a Lifetime

Beauty That’s Ultra Luxe and Sustainable