John Paul Mitchell Systems Restages Tea Tree Brand

John Paul Mitchell Systems (JPMS) has restaged its Tea Tree hair and body care line with elevated branding, updated imagery and packaging from post-consumer recycled (PCR) plastic. Tea Tree bottles and jars are now made with 100% PCR and tubes made with 25% PCR. Additional packaging features include new labels designed not to be removed before recycling and the shampoo and conditioner bottles that feature a raised S and C differentiator to increase accessibility, according to the company, which is ranked No. 21 in Happi's 2023 Top 50 Report.

The new packaging is being rolled out on the Tea Tree Special line—prouducts that are popular with salon shoppers. One shampoo and conditioner is sold every 14 and 39 seconds, respectively, according to the company.

Tea Tree Special is also available in reusable aluminum bottles—a complement to refill pouches which are made with 75% less plastic. Additionally, the brand’s Special Shampoo now comes in a bar form crafted with ingredients of 95% natural origin, less water (compared to liquid shampoo), and zero plastic packaging.

The new Tea Tree Special repackaging is now available across all retailers and distribution centers world- wide and will continue to be made available throughout 2024 with existing Tea Tree categories as they roll out, including Special Detox, Special Color, Hemp, Scalp Care, and Lavender Mint.

The efforts are in lockstep with the haircare company’s Regenerative Roots program, which was created to ensure that JPMS l”eaves the planet and the communities touched in a better place than how they were found, with a sustainability scorecard as a public benchmark highlighting the continuous efforts being made.”

2024 Sustainability Highlights

Among the company’s sustainability advances are:

• Reducing Virgin Plastic: 40% is the average amount of PCR plastic used in primary packaging (bottles, tubes, jars) across all brands;

• Reducing Carbon Footprint: 4,251,769 pounds of CO2 emissions eliminated due to solar- powered distribution center, 100% fleet of hybrid vehicles, and a goal of 2,000,000 trees planted by the end of 2030 in partnership with Reforest’Action;

• Reduce Waste to Landfill: 85,780 pounds of plastic recycled in partnership with TerraCycle, 122 certified Green Circle Salons, 2,620 pounds of electronics recycled in partnership with HomeBoy Electronic Recycling; and

• Responsible Sourcing: 100% responsibly sourced Australian tea tree for products formulated with tea tree, sourced from a Certified B Corporation farm that was awarded an EcoVadis Platinum rating for sustainable practices, as well as the company’s commitment cruelty-free products. 

“I am thrilled about our JPMS Sustainability Scorecard, which showcases our journey in creating a better world for our employees and salon partners, local communities, and the planet. This report provides a detailed account of the progress we have made in four main areas of impact—reducing our use of virgin plastic, decarbonizing our operations, reducing the amount of waste we send to the landfill, and responsible sourcing of ingredients and materials. We believe that sustainability is not a single initiative, but a fundamental principle that must guide everything we do,” said  Michaeline DeJoria, CEO of John Paul Mitchell Systems.