Australian hair care brand KEVIN.MURPHY has just announced that it will rework its product packaging to be made from 100-percent recycled ocean plastics, making it the first-ever beauty brand to implement this practice. The project, which will debut its newly recycled bottles in salons in mid-2019, is projected to save the planet over 360 tons of new plastic each year.

“This change is for the future of our environment and for us to be truly sustainable—to clean up our oceans for the sake of our planet and for future generations,” says Founder Kevin Murphy.

This latest initiative is a reflection of the company’s unwavering values and commitment to the environment, which is ingrained in its very foundation. KEVIN.MURPHY was built on utilizing organic growing practices, micro cultivation and ecologically sound wild harvesting techniques to ensure the very highest natural quality product.

The ocean waste plastic initiative will not only make a profound impact on the world’s plastic production, but it is intended to start an industry-wide conversation about safe packaging disposal. KEVIN.MURPHY aims to change the industry standard and will share its eco-friendly processes so other brands can take a stand alongside them.

For more information, visit KEVIN.MURPHY’s official site.

[Images courtesy of KEVIN.MURPHY]