At Malibu C, innovation, wellness, and sustainability are at the heart of everything we do. Our products are 100% vegan and formulated with vitamins and non-toxic ingredients. As a brand committed to clean beauty, we’ve always prioritized environmentally conscious practices, but when it came time to rethink our packaging, we knew we had to go further. That’s how the journey to create our award-winning EcoBlu® packaging began.
The Vision: A Packaging Revolution
Our goal from the start was simple but ambitious: reduce plastic waste, increase recyclability, and create a biodegradable packaging solution that not only met the needs of our customers but also aligned with our deep commitment to protecting the planet. The idea of EcoBlu® was born out of a desire to change the way the beauty industry approaches eco-friendly packaging—without sacrificing the quality and affordability our customers rely on.
Challenges Along the Way
Developing the EcoBlu® packaging was no easy feat. One of the biggest challenges was finding environmentally safe materials that were durable and functional. Many eco-friendly materials on the market didn’t meet the standards we held for Malibu C products. We needed something that would not only look beautiful but also stand up to daily use and maintain the integrity of our formulas.
In addition, our team faced logistical challenges in sourcing a sustainable packaging manufacturer. We wanted EcoBlu® to be made from recycled materials while ensuring that the packaging could be recycled again. After many trials and close collaboration with industry experts, we were able to achieve an incredible milestone: EcoBlu® bottles made from 98% recycled materials, ready to be reused in a circular lifecycle.
A Breakthrough: REPREVE and Eco-One® Technology
The breakthrough moment came when we integrated REPREVE®’s recycled materials and Eco-One® technology into the EcoBlu® packaging. Our bottles are 49% REPREVE® post-consumer recycled (PCR) plastics and 49% REPREVE® Our Ocean® recycled ocean-bound plastics. REPREVE® Our Ocean® collects ocean-bound plastic bottles, meaning the plastic bottles are at high risk of ending up in the ocean. The bottles are collected from areas within 50km of coastlines that do not currently have a formal waste or recycling system. REPREVE® then turns the bottles into flakes, and those flakes are melted into a high-quality resin. That resin is then used to create other products, like our EcoBlu® bottles!
The Eco-One® technology is innovative and enhances plastic biodegradation when disposed of in a biologically active landfill (appropriate facilities not available in all areas). Independent ASTM D5511, representative of biologically active landfills tests showed 60.6% biodegradation in just 388 days! This made EcoBlu® one of the most forward-thinking packaging solutions in the beauty industry.
The Eco-One Technology completes our sustainability strategy by providing a solution for any bottles that are not recycled, helping them biodegrade in a fraction of the time it takes standard plastic in landfills.
Recognition at the Global Green Beauty Awards
In 2024, after years of hard work, EcoBlu® packaging was recognized at the Global Green Beauty Awards, taking home three prestigious awards:
- Best Biodegradable Packaging - Silver
- Most Sustainable Packaging - Bronze
- Best Green Haircare Brand - Bronze (for Malibu C overall)
These accolades cemented EcoBlu® as a trailblazing innovation in the green beauty industry and highlighted the dedication and passion when creating our eco-friendly haircare packaging.
A New Standard for Beauty Packaging
EcoBlu® represents more than just a packaging innovation for Malibu C—it symbolizes our unwavering commitment to pushing the boundaries of sustainability. With each EcoBlu® bottle, we’re making strides to reduce plastic waste, support a circular economy, and inspire others in the beauty industry to rethink their environmental impact.
We couldn’t be prouder of how far we’ve come, and we’re excited to continue leading the charge toward a greener, more sustainable future in beauty.
Explore EcoBlu® and our full range of eco-conscious hair care products here.
