Bradd Pitt and Kiehl's For The Good Cause

A few weeks ago they announced a limited-edition travel kit designed by Derek Lam, this week beauty firm Kiehl’s hit headlines with its partnership with Brad Pitt. The 150-year old beauty company and the Hollywood beau will create the first Cradle-to-Cradle design-certified beauty product; Kiehl’s Aloe Vera Biodegradable Liquid Body Cleanser.

This isn’t a traditional celebrity endorsement though, as Pitt’s name won’t appear on the bottle, he won’t appear in the ads and the sole purpose is to raise funds for charity. All of the net profits from the sales will go to JPF Eco Systems, a foundation created by Pitt and Kiehl’s to “support global environmental initiatives that minimize impact on the environment through thoughtful design.” The 6.8-oz. cleanserwill retail for $16.50 a bottle and is expected to raise at least $1 million. The first beneficiary is Pitt’s charity Make it Right, which builds environmentally sustainable homes for those displaced by Hurricane Katrina.

(In cradle to cradle production all material inputs and outputs are seen either as technical or biological nutrients. Technical nutrients can be recycled or reused with no loss of quality and biological nutrients composted or consumed)