The level of waste the beauty industry produces is a factor that many have tried to tackle. In the UK alone, it is estimated that 90 million beauty products are thrown away each year, consisting of 1,000 tons of mascara, 4,500 tons of moisturizer, and 9,000 tons of perfume (the equivalent in weight of 650 double-decker buses). Alarmingly, over 10% of the products heading towards landfills are due to waste in a brand's supply chain while overproduction accounts for a further 6.2%.Supply chain waste is often a result of businesses wanting packaging perfection, branding or marketing changes, and product reformulations. However, several brands fail to realize the opportunity imperfect products present since 95% of consumers say they would be happy to purchase imperfect stock.Last year, Pacifica Beauty made the most out of a packaging misprint, creating a meaningful anti-waste marketing campaign. The brand realized that a batch of packaging featured a typo that read “You are os pretty” that was intended to be “You are so pretty.” Instead of throwing away thousands of otherwise perfectly good SKUs, Pacifica embraced the error and created a campaign highlighting the detrimental effect of household waste. The "One Typo = One Tree" campaign was created in partnership with One Tree Planted, a nonprofit environmental charity focused on global reforestation. For every mislabeled holiday skincare set sold, the duo planted a tree.