Wonder Valley Olive Exfoliant

Olive and Lotus Exfoliant in aluminium can packaging / Source: Wonder Valley

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5 MINUTE READ

Nadine Smith

WHAT WE SAY:

Wonder Valley champions the charm of slow beauty, one that is embedded in the ritualistic joy of application. Its microplastic-free manual exfoliant uses natural botanicals to slough away dead skin cells, rather than harsh chemicals – better for our skin and the planet.

What’s more, the powder is packaged in a captivating aluminium shaker. The product is only usable when mixed with an oil cleanser – an added expense and an additional skincare step for the end consumer – but we’re backing a return to slower, more considered routines that promote self-care and self-reflection.

KEY FACTS:

Launched in 2021, Wonder Valley’s Olive and Lotus Exfoliant is a microplastic-free alternative to pre-mixed exfoliating skincare formulas. Made with a blend of botanical ingredients, the powdered exfoliant is activated when mixed with the brand’s Oil Cleanser. It comes packaged in an Aluminium shaker which allows for portion control and easy access.
Inspired by traditional Japanese skincare regimes, the powder substitutes chemical and plastic-based exfoliants with Bamboo stem, rice, lotus seed, green tea, olive seed and lemon peel. The cleanser – packaged in a 200 millilitre glass bottle with a plastic pump – is made from extra virgin olive oil sourced from the brand’s British Columbian olive groves. It’s combined with avocado and geranium oil.
The product allows for easy personalisation by the end consumer, with users determining the amount of exfoliant and oil they use when mixing. This reduces product waste and also ensures a better consumer experience, generating loyalty in the long run.
Thanks to its powdered, waterless nature, the exfoliant can be stored in less stringent packaging. Water-based counterparts require waterproof, air-tight, oxygen-tight and light-proof packs to limit contamination. Wonder Valley’s exfoliant is packaged in a simple, infinitely recyclable aluminium canister with a pour and sift lid. A secondary paperboard box with foiling decoration is used for shipping, storage and point of sale.
At the end of its life, the aluminium container (when emptied and rinsed) is suitable for kerbside recycling. The cleanser’s Glass bottle can be processed in standard glass recycling streams, but the plastic pump is not recyclable. The secondary cardboard packaging is also recyclable in the Paper and card waste stream, however, caution should be taken with the foiling as many can be plastic-based.

The exfoliant is dispensed through a pour and sift lid / Source: Wonder Valley

Olive and Lotus Exfoliant / Source: Wonder Valley

DIVE DEEPER:

According to Beat the Microbead, some cosmetic products are made up of 90% microplastics, added for film formation, as a thickness agent, or for viscosity regulation among other functions. These microplastics are washed down the drain and aren’t filtered out by wastewater treatment plants. Once in our oceans, they will never be removed, instead absorbed or eaten by marine life, making their way up the food chain to humans and posing a hazard to both human and environmental health.
When a microplastic-based beauty product is sold in a plastic bottle, the impact is tenfold. The beauty industry produces 120 billion units of packaging every year, most of which is plastic and unrecyclable. According to research by PEW, 11 million tonnes of plastic waste enters the ocean every year, a number set to nearly triple by 2040 without action. When we can create beauty products that don’t need plastic packaging to be viable but choose not to, design is falling short.
Wonder Valley’s vegan and cruelty-free exfoliant tackles both of these issues. The waterless, microplastic-free dry powder formula allows the brand to use plastic-free packaging with ease.
Another advantage of waterless design is its reduced weight and size in comparison to water-based varieties. This results in lower carbon emissions when using fossil-fuel vehicles to ship, while also reducing shipping costs – a smaller package takes up less space in a box, leading to fewer boxes and containers needed overall.
Wonder Valley products are available from retailers across the US and selected retailers in Canada, Mexico, Bermuda, Australia, UK, Japan, Hong Kong and Switzerland. The Olive and Lotus Exfoliant is available for USD 58 (40 grams) and the Oil Cleanser for USD 65 (200 millilitres) – the exfoliant and cleanser can be purchased as a bundle at a discounted price of USD 105.

"11 million tonnes of plastic waste enters the ocean every year."

Pew Research Centre

Key Design Considerations:

The impact of a multi-step routine

While a powdered formula negates the need to ship water and package in plastic, the fact this product has to be mixed with the brand’s cleanser could make the benefits of waterless design negligible. Unlike a pre-combined oil and powder formula, the consumer now has to buy two products in two packs, two cardboard boxes, and possibly sent in two shipments. Consider if a powder formula simply activated by tap water is a viable option for your brand.

Recyclability of foil

Wonder Valley’s secondary packaging features metallised foil for decoration. These foils can be plastic-based and cause potential issues with the de-inking of the cardboard for recycling. Check with local pulp processing facilities to see whether the foil you intend to use is able to be recycled effectively. Better yet, consider non-metallised decorative options such as embossing, debossing and vegetable-based inks.

The convenience conundrum

Wonder Valley caters to the slow beauty movement, but the mass adoption of this DIY approach to beauty isn’t in line with the more prevalent time-pressed consumer. To facilitate behaviour change, communication is key, and brands should push the narrative that activated-at-use products are more potent and therefore more effective – saving money and time in the long run.

Refill offering

As demonstrated by Forgo, powdered refills can be shipped in paper-based envelopes. To minimise the use of aluminium – especially if it’s virgin – a refill system that allows users to refill the canister with pre-measured paper sachets would limit packaging waste and allow a brand to instigate a subscription-based service. Of course, paper isn’t a fail-safe packaging option, so ensure it’s sourced from FSC-certified suppliers, recycled if possible and fully recyclable kerbside at the end of its life.

Microplastic regulations

While countries such as the UK, US, Australia, Korea, Canada and New Zealand have laws against intentionally added microplastics in cosmetics, not all regions do, and a company may continue to use them. Discuss the impact of these microplastics in depth with the client, while highlighting that upcoming legislation – already in the pipeline for India – will enforce reformulation down the line. It’s easier to do it right now rather than changing it later.