#PlasticFreeBeautyDay is being launched by self-proclaimed ‘accidental activist’ Yolanda Cooper, who discovered the real nature of the problem through creating her very own sustainable hair brand, We Are Paradoxx.

Every year on the 17th of June we aim to educate consumers on the issues around the misconceptions around recycled plastics, that this is only delaying the problem for future generations. Collecting beauty waste and packaging throughout the day, to promote and showcase how brands, retailers and consumers alike can make small changes to make a big difference. We’ll showcase how to make informed choices, choosing more sustainable materials, such as aluminium that can be recycled on an infinite loop.