Plastic items can take up to 1,000 years to break down in landfills, which means that every piece of plastic that has ever been produced is still in existence—and Kevin Murphy is committed to making a difference by making its bottles from 100% recycled ocean plastic packaging.
Just last year, Kevin Murphy himself witnessed the pristine beaches he visited become covered in plastic and set out to clean up the oceans and create a circular supply chain. This new brand initiative aims to spark a dialogue on safe packaging disposal, as only about 9% of the world's plastics are recycled.
Although it seems that many environmentally conscious brands are sourcing ocean plastic, the process is still relatively new and incredibly costly—about five times more expensive than using virgin plastic. As Murphy notes, "We have swallowed a lot of the cost ourselves to make this happen but we feel the issue is so important to the future of the planet that we need to make that sacrifice."