Nuud bucks the trend. The ‘anti-odorant’ formula was microplastic-free from the start, just one of a roster of environmentally focused design decisions. Is it perfect? Not quite, and we feel some of its claims are overstated – on the bioplastic packaging especially – but the company is highlighting an issue that few personal care brands want the public to know. Packaging aside, the use of microplastics within formulations is endemic and needs to stop.