New brand above&beyond is tackling the plastic problem in the beauty industry with the launch of a world first, lifetime-use, micro-plastic free, refillable lip balm.

Launched by Strategic Storyteller Bryn Walbrook and supported by King of Shaves Founder Will King, above&beyond is on a mission to change the world, one small act at a time – starting with lips.

With commercial insight and support from Simon McCandlish, previously the commercial director at Walgreens, and renowned advertising creative director Tiger Savage, the above&beyond vision is realised through an initial range of aluminium-cased lifetime use refillable lip balms in natural vegan friendly formulas. These are held in micro-plastic free compostable refill cases made from wood industry side streams and plant binders, moulded and filled in the UK.

above&beyond paves the way for a new generation of consumers to reimagine bathroom cupboards and dressers stocked completely with cosmetics that are all refillable and reusable, providing a lifetime's worth of usage.

Walbrook says: “Lip balms are one of the most prolific polluters, with millions being landfilled every year. As environmental impact is at the heart of all brand decisions at above&beyond, we felt we could make a huge difference being involved in a product that many people use every day. Millions of lip balms are sold packaged in plastic each year, so converting just a fraction of users to a sustainable alternative will have a tremendous impact on the planet.” 

“Our mission at above&beyond, is to stamp out the ‘use it today, bin it tomorrow’ attitude that is killing the planet, one landfill at a time. By swapping to lifetime use and refillable subscriptions, we are putting an immediate end to the extensive plastic waste that we see so much of in the personal care and beauty industry.” 

The lip balm is made with natural ingredients including Coconut Oil, Shea Butter, Olive Oil and Sunflower Seed Wax, and comes In four delicious flavours: tropical mango, comforting coconut, sweet vanilla and mixed berry.  RRP £25 for a refillable and three refills, including free delivery from the www.aandb.world.