♻️ Reduce & Reuse™ Initiative

Since 2018, Naturally London has been on a journey to simplify, minimize waste, and honor the planet that sustains our comfort.

It began with a single decision, to take a stance against plastic. We transitioned from plastic jars and bottles to glass, choosing materials that could live beyond their first use.

By 2020, we extended this mission further by removing plastic lids from our packaging. And as of October 2021, all of our products, except one were 100% plastic-free. Out of 16 SKUs, only five still contain small amounts of plastic in their caps. An area we continue to refine with intention and innovation.

Beginning in 2023, we expanded our commitment to include the reuse aspect of our initiative. Rather than discarding unused materials from retired or sunset product SKUs, we began repurposing existing packaging to create new, limited-edition releases and special projects. This practice not only reduces waste but also celebrates resourcefulness. Our navy blue labels became a signature symbol of this reuse effort, when you see them know this as part of our Reduce & Reuse™ Initiative.

In 2025, we took another meaningful step forward by reimagining our #1 best seller. We transitioned it from a 100% plastic dial-up applicator to a glass refillable bottle, significantly reducing plastic use while enhancing reusability. Though the brush cap still contains a small plastic component, it was carefully chosen for functionality and longevity. A reminder that progress happens through thoughtful evolution, not perfection.

Our sustainability commitment goes beyond the shelf. Every element of our shipping process is designed with the same care — using packaging that is 100% recyclable and continuously tested for durability and minimal waste.

We know progress is a practice, not a finish line. That’s why we remain open to evolution — and to your feedback — as we continue designing comfort that’s better for you and better for the Earth.