We want to prove to the world that packaging can be truly sustainable in the future – and look elegant too. So whenever we design something, we start from these core design principles.

1    Less is more

We use as little packaging as we can get away with – including colours. And we make sure that the materials we do use are as recyclable as possible.

2    Make it as useful as possible

We think endlessly about how people use our products, what’s important to them and the spaces they get used in. Aiming for the perfect marriage of function and style.

3    Be distinctive, thoughtful and modern

Great packaging should enhance living spaces, not clutter them. By paying closer attention to form, we also create products that feel refreshingly modern.


Nature is, has been and always will be our guide. Especially when it came to designing our new limited edition washing liquid bottle to raise awareness about ocean plastic. We took our design cues from the very marine micro-organisms that are most at risk from the problem.

The new limited edition bottle’s distinctive hole patterns are inspired by these lightweight yet robust skeletal structures called diatoms and radiolarians – resulting in a bottle that uses less plastic than a traditional design and is strong enough to be re-used again and again.

It’s no wonder that our latest ‘biomimicry’ design has turned industry heads, including a gold award at the prestigious 2015 German Design Awards.

Find out more about our Ocean Plastic bottle

Clean business

Being good to the planet and the people we work with is just as important to us as the bottom line.

Clean plastic

We’re waging war on single-use plastic. And we’re aiming to make all our bottles from recycled plastic by 2020.

Clean water

Our original phosphate-free formula helped clean the world’s waterways. Now we’re on the case to use less water, full stop.

Clean sourcing

We’re making our supply chain more responsible. Like buying local when we can, and using suppliers who share our values.

Clean ingredients

You get out what you put in. Which is why most of our ingredients are made of biodegradable plant-derived substances.

Clean fragrances

We use fragrances that are designed to smell natural, fresh and wonderful – not overpower you with toxic chemicals.

Clean manufacturing

First we built the world’s most ecologically sound factory. Next stop: a zero-waste, zero-carbon footprint.

Clean design

We believe that packaging design can have a positive impact on people and the planet