01
Fewer, better things
Minimal-ingredient formulas and right-sized packaging.
Our approach
Sustainability, thoughtfully
Small choices, honest progress, and packaging decisions made with babies — and the world they’ll grow up in — in mind.
Honest progress, not perfection
How we think about it
Three principles that guide our choices.
We’d rather make a few specific, practical choices than make broad promises we can’t substantiate.
02
Honest progress
Clear steps, practical actions, and no inflated environmental claims.
03
Real-life design
Packaging choices that balance safety, durability, recyclability, and daily use.
In practice
What we’re doing today
Minimal formulas
Fewer ingredients where possible, selected with purpose.
Right-sized packaging
No unnecessary inserts or decorative secondary boxes.
Recyclable materials where suitable
HDPE/PET bottles and PP caps where appropriate for the product.
Paper-first shipping materials
Paper-based fill and cartons when practical.
Consolidated shipping
Multi-item orders may ship together to reduce excess material.
Honest limits
What we don’t claim
We would rather be specific than make broad promises we can’t substantiate.
- No blanket “zero waste” claims.
- No blanket “plastic-free” claims.
- No vague sustainability promises without a practical action behind them.
If something on our packaging changes, this page will change with it.
Disposal guidance
How to recycle our packaging
U.S. guidance varies by local program, so always check your local rules.
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Bottles & jarsHDPE / PETRinse, let dry, and recycle where accepted in your local program.
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CapsPPReattach to the bottle if your program accepts caps; otherwise dispose in trash.
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Pumps & sprayersMixed materialsOften not curbside-recyclable; dispose in trash unless accepted locally.
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Labels & sealsMixed materialsUsually trash after removing from the container.
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Cartons & paper fillPaperFlatten and recycle with paper streams.
A quick rinse helps prevent contamination and keeps recyclable materials out of landfill.
Looking ahead
What we’re working toward
Practical next steps — not promises — as our product line and packaging evolve.
01
Evaluate post-consumer recycled content
Where it meets the safety and quality standards we hold for baby products.
02
Product-specific disposal guidance
Add component-level instructions for the items most often asked about.
03
Explore refill or bulk formats
Where the formula and packaging allow without compromising safety.
04
Publish an annual materials snapshot
A short, plain-language update as the product line grows.
We’re here
Have a packaging or recycling question?
We love hearing from you. Send us a note and we’ll help where we can.
