Rhyme & Reason Haircare Chooses First-of-its-Kind 100% Recycled Cap

Rhyme & Reason, a haircare brand exclusively at Target, is promoting its sustainable packaging. The brand uses 100% recycled and recyclable HDPE bottles with a first-of- its-kind 100% recycled cap. 

The brand's HDPE comes from a post-consumer waste stream and even the masterbatch made to colour the bottles is made from recycled material.

The unique bottle shape minimizes plastic use and optimises transit packing e­fficiency, with bottles nestling perfectly together to minimise the shipping of 'air'. This means that all packaging can go into the recycling bin together, as the lid and base are uniquely made from the same type of material – no new plastic.

What is Wishcycling?

The brand also aims to help clarify recycling rules for consumers—saying that "wishcycling" is the unfounded (although often well-intentioned) belief that something is recyclable even though it is not. 

Rhyme & Reason conducted a survey and found:

• 67% of people admitted to regularly disposing of packaging in the hope that it will be recycled, without fully understanding if it can be.
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• 86% admitted to feeling happier about their contribution to the planet when they were able to recycle packaging.

Each year, the brand donates 1% of their sales to environmental causes, helping to preserve and restore our planet for tomorrow. They have a long-standing donation to the Galapagos Conservation Trust's, Plastic Pollution Free Galapagos Program.

Andy Donnelly, Marine Scientist & Conservation Educator and Expert Advisor to Rhyme & Reason says:

"When even the most protected, precious wildlife havens on earth like Galapagos are under constant threat from marine plastics, incoming on every tide and every current, we know we must change as a society. But the change has to be real – 'Wishcycling' won't make any difference to the 8 tonnes of plastic arriving on Galapagos coastlines every year. Recycling is only a useful part of the solution to reduce the waste stream reaching our oceans if it's genuine. Fundamental innovation at the design stages of packaging is what we need, with products like Rhyme & Reason showing it is possible."