The innovation I actually want us shouting about isn’t getting nearly enough attention.

This is not innovation, but this is actual innovation. I hope we're getting over the drama around these grinding eye patches. Such innovation. Yes the mechanism is clever and it's an interesting piece of packaging engineering, but it comes with a shit ton of plastic attached. Look at the size of

this versus just a regular container that just holds 30 patches. A massive amount of plastic, especially if it's not reusable. It grabs attention, it looks great on Instagram and it's certainly creating a viral moment for the wrong reasons. But then you have Krave Beauty launching their Mochi barrier moisture

cream. And the innovation here is the packaging. That is real innovation. It's Vivimar packaging. Vivimar is a bio-based polymer that's produced through microbial fermentation, unlike petroleum-based plastic. So it is far more renewable source versus petrochemicals. And both the jar and the

more renewable source versus petrochemicals. And both the jar and the lid are designed to be home compostable, which is something that hasn't been seen before as this is entirely biodegradable, unlike regular plastic and even its other renewable alternatives that are available. That is innovation. That is

other renewable alternatives that are available. That is innovation. That is better long-term for the planet. That is a brand putting its principles into practice. They've considered the formula and protecting it and what happens to the container afterwards. That deserves attention. That deserves a conversation

about real innovation. And the funny thing is what makes the eyepatch situation even more frustrating, a refillable grinding eyepatch design exists. Imagine if one of these brands had launched with refills ready from day one. That would show us they believe in their product and they want to make it more sustainable and thought beyond the next viral

product launch. And honestly if one of these brands launched with a refillable packaging straight off the bat, they probably would have won the whole race. That would have been their unique selling point because in the sea of sameness, everyone launching the same thing, at least our version is refillable

because we believe in it and we wanted to invest more in the packaging straight away.

straight away.