We are a beauty brand with environmental + social responsibility at its core. To celebrate 51 years of Earth Day, we are reaffirming our commitment to limit our impact on the environment. 

As you may know, we exclusively use plastic alternatives where possible. Our entire haircare collection is 90% plastic-free + we’re working towards reducing our plastic usage further. We use aluminium packaging to help fight the war against plastic waste + specifically to reduce the amount of plastic reaching landfill + our oceans. In short, we do things differently. 

When establishing WE ARE PARADOXX, Yolanda Cooper - our Founder, became somewhat of an ‘accidental activist.' She focuses her time + efforts in engaging, educating + inspiring consumers + beauty brands alike to make the switch from plastic to more sustainable, environmentally-friendly alternatives.


Did you know? An estimated 4.8-12.7 million tonnes of plastic enters our oceans every year.
Did you know? By 2050, there will be more plastic in the oceans than fish. 
Did you know? We have produced more plastic in the last 10 years than was produced in the last century. 

Scary - isn't it? Here's the lowdown on why we use aluminium instead of plastic. 

Unlike plastic, aluminium can be infinitely recycled + reused without losing its form as it doesn't degrade over time. Even if aluminium does end up in our oceans, it won't release toxins into the environment as it breaks down, unlike plastic. Whilst choosing aluminium is a more expensive option, recycled plastic doesn’t solve the problem plastic is creating for the environment - it adds to it. We're committed to fighting the good fight against plastic pollution. 

We are a proud member of 1% For The Planet. That means we give 1% of our annual revenue to environmental causes to help counterbalance our impact on the environment. So not only are we reducing plastic consumption in the beauty industry, but we're helping other causes too. 

We actively contribute to UN Sustainable Development Goals to benefit our planet. We care. Single-use plastics are a serious climate change hazard + by producing a haircare collection in aluminium packaging; we are not only reducing the amount of single-use packaging in the environment, but also proving that this is a viable option for all beauty brands. Quick fact: the beauty industry is responsible for 142 billion units of plastic packaging per year, most of which end up in our oceans. 

We are committed to changing the beauty industry, for the good of our planet. There really is no planet B. This Earth Day we pledge to fight for the survival of our planet by choosing plastic free + inspiring others to do the same. To see how you can get involved in #EarthDay2021 visit the Earth Day website to see events in your area.