Women’s Wear Daily (WWD) reported that Willow, Jaden, Jada, and Will Smith are launching a line of personal care products called Hey Humans. The best part? The brand is 99-percent plastic-free, according to brand partner Maesa.

Source: All Money MAFIA/YouTube

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Jada Pinkett Smith, Hey Humans’ creative director, and co-founder told WWD the brand aligns nicely with her love for products and the family’s sustainable focus. In 2012, Jaden Smith founded JUST Water, a sustainably sourced and packaged water company. He later founded 501CThree, a nonprofit that helps provide clean water to people in Flint, Michigan and other cities in the US. Willow Smith was also involved in the Global Climate Strike last year.

“For me, personal care is a practice that represents self-love,” Pinkett Smith said. “The products I use, like many other consumers, are an expression of my personal-care routine. My kids have continuously educated me around effective sustainable solutions and the ways in which we as a family can participate in that process.”

Hey Humans will provide deodorant, body wash, body lotion, and toothpaste. All products are vegan, cruelty-free, and non-toxic with upcycled products. The packaging is aluminum to help reduce plastic.

 

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Scott Oshry, chief marketing officer and partner at Maesa, told WWD that the brand was created to help shift the industry away from plastic. “I don’t see progress fast enough [in the industry] and in fact, I actually find it kind of disgraceful,” Oshry said. “Only about 9 percent — and that’s being gracious — of plastic is recycled in the United States, [and] 75 percent of all aluminum that’s ever been introduced into the market in the United States is still in circulation. Glass gets recycled [in the U.S.], paper gets recycled — and if it’s not, it’s biodegradable, provided it’s not covered in plastic coating.”

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Hey Humans, Pinkett Smith said, “is just one step of many in an effort to make more sustainable choices for a brighter future. The future of humanity is at stake. Our lives and the choices we make have an impact on our health and the health of the planet. As a response to this awareness, it’s time we all shift by adopting new habits with a sense of urgency. I’m committed to the planet and strive to make a positive impact on the environment.”

Read more about hair care in One Green Planet; check out these articles:

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