Haircare brand Kevin Murphy uses square bottles because they require 40 per cent less plastic to create (compared to regular round ones), and eliminates the need for extra packing material while shipping. Aveda and Love Beauty & Planet are launching new ranges in post-consumer resin aka recycled plastic bottles. Even big personal care companies are invested in reducing their environmental impact; Procter & Gamble is testing paper packaging for their popular deodorants Secret and Old Spice. While brands are responsible for making radical changes, it's important we do our bit as well. Here's what you need to look out for the next time you're restocking your beauty shelf: LOOK FOR SIGNS The first step towards reducing your plastic waste is to check if your product can be recycled. You'll always find the Möbius loop on most bottles ; it stands for recyclable material.