Faith in Nature unveils packaging ‘evolution’
Beginning its commercial journey in 1974 Faith in Nature is celebrating 50 years in business, and to set the agenda for its sixth decade the company is moving across to infinitely recyclable aluminium packaging as part of its ‘next evolution’.
“Turning 50 is not about looking back, but looking forward,” says founder Rivka Rose. “It’s about planting seeds that will grow our faith in the next 50 years.”
Having become the first company to rewrite its constitution in 2022, giving Nature a voice and a vote on how the business is run, the company aimed to ‘make better informed decisions’ on topics which impact the environment and ensure that Nature’s rights are ‘represented and respected’.
Its new packaging direction is an extension of that philosophy. “Though recycled plastic is good, infinitely recyclable aluminium is (obviously!) better,” says the brand.
The move to metal – initially being rolled out in 500ml refill bottles – will see the household brand manufacturing with less water and carbon. Additionally, formulations will now contain higher quantities of active naturals in a show of the company’s ‘uncompromising’ commitment to efficacy. Shampoos, conditioners and body and hand washes have increased from 99% to 99.5% natural, with a stronger emphasis on ‘carefully sourced’ ingredients which ‘not only work beautifully but give something back’: tea tree which supports koalas’ natural habitats; shea butter which champions the work of women-run cooperatives in Ghana; and Scottish seaweed harvested to the strict guidelines of the Marine Wildlife Conduct Code.
Simeon Rose, brand director, comments: “These are the first products in the world that Nature has actually had an active role in the development of. As a voting board member, Nature has supported the move into 100% recycled and infinitely recyclable aluminium and to Nature positive sourcing of ingredients. Imagine how different supermarket shelves might look if Nature had a say in all product development.”
By Rosie Greenaway, editor