Wolf passionately pointed out the unacceptable sea of plastic created by the beauty industry and called on fellow beauty brands to dial up action. With the first shower-safe paper bottle, Seed Phytonutrients is revolutionizing environmental sustainability. The brand packaging is composed of 100 percent post-consumer recycled paper and a post-consumer recycled liner — which is 60 percent less plastic than a typical bottle — and the pump can be recycled through partner TerraCycle. Additionally, all formula ingredients are 93-100 percent natural origin.