OCEAN BOUND PLASTIC PACKAGING: THE IMPOSSIBLE PROMISE
Plastic pollution in our oceans has become a critical environmental issue. As awareness grows, there has been an approach to reduce pollution by collecting and utilizing plastics gathered from our oceans. Unlike it’s namesake, Ocean Bound Plastic (OBP), includes plastics destined for the oceans from areas close to a coastline to prevent it from entering the ocean and in some cases is pulled directly from the ocean). So now various beauty brands are pledging to incorporate OBP into their packaging as part of their sustainability efforts. However, the journey is not without its challenges and controversies. Our question is… will this recycling technique reduce waste from entering our oceans as we have all been told?
DEFINITION OF OCEAN BOUND PLASTIC
Ocean-bound plastic (OBP) refers to plastic waste within 50 kilometers of a coastline, where it is likely to end up in the ocean. This type of plastic pollution is a significant environmental concern, as it can enter marine ecosystems, posing threats to wildlife, ecosystems, and even human health.
Encounter Edu reports that the top causes of ocean-bound plastic are mismanaged landfills, poorly regulated industries, urban & beach litter, river pollution, plastic in the sewage, commercial shipping, and the discarded nets of fishing boats.
BEAUTY INDUSTRY’S INVOLVEMENT
Several beauty brands have committed to using OBP in their packaging to help combat ocean plastic pollution. However, this journey has been fraught with challenges. Take Kevin Murphy, for instance. Two years ago, they made a grand announcement pledging to use 100% ocean-bound plastic for their packaging. Recently, they had to backtrack on this commitment, stating that “this task is difficult to uphold and sustain. There are a whole host of issues along the supply chain—the collection process is daunting and not always secure, the quality is wildly inconsistent, often forcing the addition of virgin resin. We can humbly say we now understand the reason it hadn’t been done before.” Their initial enthusiasm highlighted the potential for impactful change, but practical difficulties forced them to reassess their goals.
Other brands have also dabbled in OBP with varying degrees of success. Lush UK, for example, has incorporated OBP into the labels of the Ocean Salt Body Scrub. Similarly, brands such as Garnier (parent company L’oreal), Ethique, REN partnered with Terracycle, and Biotherm (parent company L’oreal), are all pledging to integrate or incorporate OBP into their packaging or make efforts to improve their carbon footprints. Many started their announcements in 2018 hoping to incorporate 100% OBP material with very little luck in fulfilling the promise.
While this might sound promising, all have retracted or left the dream of fully OPB siting manufacturing issues, collection issues, and general metrial integrity issues. Afterall, plastic can only really be recycled once due to material weakening, so if material is sitting in UV light and heat for long periods of time outdoors how useable can it be for brands? This could be the reason they have not opted for non-plastic alternatives, entirely.
RIVER BOUND PLASTIC: THE OVERLOOKED LITTLE BROTHER TO OBP
Another pressing issue is "river bound plastic." This term refers to plastic waste in rivers that eventually flows into the ocean. Despite its significant contribution to ocean pollution, river-bound plastic receives less attention than OBP.
Grid Arendal reported that “a recent study of the amount of plastic litter transported by 57 river systems, 10 rivers were estimated to be responsible for 90% of it, In other words, 90% of the plastic coming from rivers is from these 10. It does not mean that 90% of all plastic in the ocean is coming from these 10 rivers. Although there is a great degree of uncertainty with this estimate (ranging from 04. To 4 million tonnes per year), it is a good indicator of the importance of rivers as a source of marine litter. It also helps target regions where better waste management practices are needed.” Addressing both ocean and river-bound plastic is crucial for comprehensive marine pollution reduction.
THE IRONY AND CHALLENGES
The definition of OBP itself carries an irony. While it is collected within 50 kilometers of the coastline to prevent it from reaching the ocean, the traceability and effectiveness of these programs are often questioned. Critics argue that the mere proximity to the ocean doesn't guarantee that the plastic would have ended up there.
The recent complaint lodged by the Environmental Defenders Office (EDO) with the Australian Competition and Consumer Commission (ACCC) has raised concerns about misleading labeling, questioning the claims made by companies regarding the ocean-bound nature of their plastic. The complaint highlights the misleading use of the term “100% ocean plastics” by MOO Premium Foods, which led consumers to believe that their yogurt tubs were made from plastic waste directly collected from the ocean. In reality, the plastic resin used was collected from coastal areas in Malaysia. Despite disclaimers on the packaging, the ACCC found these insufficient to counteract the misleading impression given by the headline claim.
This complaint is part of a broader effort to address corporate greenwashing, where companies make exaggerated or false claims about the environmental benefits of their products. Greenwashing undermines genuine sustainability efforts by allowing companies to gain a competitive advantage without making real environmental improvements. Ensuring transparency and accuracy in these programs is essential for maintaining consumer trust and achieving environmental benefits.
After all, no one likes being catfished by their shampoo or serum bottle. This also begs the question: Why has no one thought of and successfully implemented a refillable and non-plastic alternative? Oh wait… we did!
DEW MATERIALS & FOOTPRINT
DEW MIGHTY is changing things up. Our robust metal containers eliminate the need for plastic entirely and are designed for refills. It is simple: buy once, use endlessly. All materials used are considered food-safe, nontoxic, and 100% recyclable if ever broken. It conforms to a best size and shape for on-the-go travel of your DEW products with application and use in mind.
See the gloss on our compostable refill packaging? It’s made from plants! Our exclusive natural-based, veggie-coated paper is FSC-certified and printed with plant-based inks. It is considered home and industrial compostable and recyclable so it will never be tossed in a landfill. We went the extra mile and developed them to be folded and designed to eliminate the glue typically needed for paper boxes (yup- even glue is commonly plastic!)
It doesn’t stop there. All of our marketing and shipping materials, including insert cards, glassine paper sleeves, kraft shippers, and kraft paper tape with plant starch adhesive are recyclable and compostable.
We believe in our mantra to love both your skin and the planet, and we go the distance to eliminate all plastic in all aspects of our products and shipping process. It’s about practicing what we preach.
SO WHAT TO BELIEVE?
While the concept of OBP represents a positive step toward addressing marine plastic pollution, it ultimately falls short of being a comprehensive solution. The irony of its definition, the challenges in traceability, and the potential for more sustainable alternatives highlight that we need to think bigger and bolder. True environmental change demands that we move beyond plastic altogether by preventing it’s creation. This means reducing our consumption of low quality products, focusing on refillable, emphasizing reusable, and swapping out plastic for better systems to accomplish these goals. Lucky for you, we have been in beauty more than 16 years and we decided to build DEW differently.
Great additional reads
“The top causes of ocean plastic pollution” https://encounteredu.com/multimedia/images/the-top-causes-of-ocean-plastic-pollution
“Kevin Murphy - Statement Letter From CEO” https://kevinmurphy.com.au/us/en/CWM-Ocean-Waste-Plastic.html
“90% of the plastic in the oceans comes from 10 rivers” https://marinelitter.no/myth1/#:~:text=Plastic%20gets%20into%20the%20ocean,blown%20in%20by%20the%20wind
“ACCC Ocean Plastic Complaint” https://www.edo.org.au/wp-content/uploads/2023/08/ACCC-Ocean-plastic-complaint.pdf
“UK’s first ocean-plastic bound label” https://weare.lush.com/press-releases/lush-cleans-up-with-uks-first-ocean-bound-plastic-label/
Collab: Sophia Gutierrez