at privé, we’ve always been dedicated to doing good for you and the planet. our clean, pure, and good philosophy extends beyond just the ingredients in our products—we’ve taken that same passion for purity and applied it to our packaging. that’s why we’re excited to share our latest eco-friendly initiative: our new tubes made with sustainable sugar cane resin.
why sugar cane?
the sugar cane resin in our tubes comes straight from Brazil. after the edible portions of the plant are harvested for sugar, the leftover material is distilled into ethanol. this ethanol is then used to process plastic, making it a sustainable alternative to petroleum-based plastics. not only is it natural, but it’s also approved by the FDA for use in cosmetics and personal care packaging.
what does this mean for our tubes?
we’ve combined the power of sugar cane resin with 30% PCR (post-consumer recycled) content to create a tube that’s both sustainable and high-quality. the sugar cane resin is used in the tube body, while our caps are crafted from pcr with 50% less plastic. plus, our caps are now made in one piece, meaning even less waste.
sustainable beauty in your hands:
we believe that the beauty industry has a responsibility to reduce its impact on the planet, and with these new tubes, we’re taking one more step towards a cleaner, greener future. every time you use privé, you’re not just treating your hair to the best—you're helping us reduce waste and keep harmful materials out of the environment.
a reminder that with every privé purchase, you also support our ongoing commitment to Project Beauty Share, helping women and families in need. together, we can continue to make a difference.