The perfect recipe for propelling sustainability change in the beauty industry—in any industry—might just be this: a better product made with a deep focus on sustainability, that also created a delightful experience for the consumer, and  supported by big brands. That’s exactly the recipe that Shane Wolf. GM, Worldwide, REDKEN, Pureology, Mizan and also Seed Phytonutrients offers as founder -- amazing hair care products in shower-safe paper bottles made of 100% post-consumer recycled paper with a post-consumer recycled liner. Shane discusses how Seed Phytonutrients partnered with independent American organic farmers to harness the power of local seed varieties to create elevated natural-origin products. Plus, when the packaging is opened, there’s a seed packet so the consumer can play a part in growing.