Brad Pitt launches planet-friendly packaging for his skincare brand
The 61-year-old Hollywood star's French skin care brand - which he co-founded three years ago - is set to roll out a range of new product packaging, which uses matte white bottles with wooden tops.
He told WWD: "Every detail of the new look is intentional. From the recycled glass to the oak cap.
"I wanted science-backed skincare that makes sense — not just for your skin, but for what you stand for."
When the brand originally launched, the original casing was made up of dark glass bottles with wooden tops.
They were made from Château de Beaucastel - which is a Perrin-owned vineyard in Provence owned by the Perrin family.
Now, the brand's bottles have been designed to be more light-weight in a bid to bring down their carbon footprint.
In another move to reduce waste, the company is looking to use grape pomace - which is the leftover residue during the winemaking process - in bioatice skincare products.
Last month, Brad also launched a line of linen clothing for summer, having founded his own God's True Cashmere company in 2019 with designer and spiritual healer Sat Hari.
Now the brand is branching out into warm weather wear with The Elysian Collection, a unisex range made from biodegradable linen.
Brad said in a statement: "This collection is vibrant, exciting and introduces a fresh dimension to what we are doing.
"Linen seems like the obvious progression of the brand, adding natural fibers with properties and textures we enjoy."
Hari added: "I am inspired by this new adventure for the brand. We have focused on expressing our version of what a luxury linen garment could be.
"There is a natural progression from our cashmere line including familiar bodies, gemstones and a focus on the holistic qualities, which I believe will resonate with our customer."
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