Celebrating wins and laying down the challenge for what’s next

An estimated 190 million people across more than 190 countries have taken part in July 2025.

That collective effort could cut around 430 million kg of plastic from everyday lives and keep 1.9 billion kg of waste out of landfill.

On average, that’s still 16 kg less waste per person per year, the kind of small swap that adds up fast.

Those aren’t just numbers. They’re cleaner beaches, less landfill, and proof that change starts with a single step.

Here’s the hard truth: putting recyclable plastic in the bin isn’t enough. Because:

So recyclable labels? They’re not a solution. They create a comfort we don’t deserve.

Economist Dean Spears recently pointed out that real change isn’t about lowering or increasing populations. It’s about collective action. Like when China halved its air pollution in a decade, not because fewer people lived there, but because people and policy aligned.

Same goes for plastic. Recycling isn’t enough. Laws need to catch up, but so do everyday habits. Because if a million people refuse that plastic-soap bottle and choose a bar instead they become the change we want to see.

Our bulk sizes of Activated Charcoal, Pure Macadamia, and Tea Tree, flew off the shelves.

Our soap flakes, shampoo bars, and 2L Castile refills turned up in homes across the country.

Every order went out in cardboard boxes with paper tape. No plastic in sight.

That’s proof we’re not niche. We’re just normal people choosing better.

Keep making those swaps, body, face, hair, dishes, laundry.

Ask the brands you buy: “Is this necessary? And is it truly better?”

Let this be week one of a plastic-free lifestyle, not a once-a-year challenge.

Because real change starts at the front door with what we choose to let in.

Soapy hugs,
Emma xx