Noughty Expands Sustainability Efforts with CleanHub and Bluemadegreen to Launch Upcycled Cosmetic Bags for Plastic Free July

[London, 26 June 2025] — After the response to the launch of upcycled scrunchies earlier this year, Noughty is proud to announce a continued partnership with CleanHub and Bluemadegreen to launch a new eco-friendly wash bag , as part of ‘Plastic Free July’. 

This new initiative strengthens our shared commitment to reduce plastic pollution and promote conscious consumerism. Designed with both function and impact in mind, the wash bag is made from 100% upcycled textiles and serves as a reusable, sustainable alternative to traditional plastic cosmetic bags. It’s more than just a product — It’s a step towards more sustainable options and raising awareness about plastic–free living. 

Bluemadegreen, based in Kanhangad, Kerala, India, is a woman-led upcycling studio founded by fashion designer Ms. Ratna Prabha Rajkumar. Since its official registration in 2021, the studio has transformed over 200 kg of textile waste each month into high-quality, durable products — all while maintaining an Upcycled approach. With a full-time team of four passionate women and the support of local students and homemakers, Bluemadegreen has become a model of sustainable innovation and women-led impact. 

Using discarded denim, cotton, silk, polyester, and more, Bluemadegreen creates products that not only prevent textile waste from ending up in landfills, but also replace everyday plastic-based items. From fashion accessories to household goods, their mission is to make upcycling a societal norm and demonstrate that sustainability and style can coexist. 

This launch also continues our collaboration with CleanHub, whose mission is to keep plastic waste out of the oceans. CleanHub helps brands take measurable action against plastic pollution by funding waste collection systems in regions with limited infrastructure. Designed to offer a more sustainable shopping option for our haircare community, this initiative reflects our commitment to reducing impact where it counts. 

Noughty has funded it upfront—because we believe in meaningful action and the values it represents. From the talented women at Bluemadegreen, who give new life to discarded fabrics, to our ongoing collaboration with CleanHub, whose work continues to inspire us, this project is driven by purpose at every level. 

While CleanHub focuses on diverting plastic waste from the ocean, our shared passion for circular solutions unites us. Together, we're helping shape a more sustainable future—one wash bag at a time. 

For Plastic Free July, we invite our community to take the challenge with us — to rethink daily routines, choose reusable solutions, and support small-scale initiatives that make a global impact. 

The Upcycled Cosmetic bag is a simple yet powerful tool in the fight against microplastic pollution. By choosing this upcycled alternative, customers directly support CleanHub’s environmental mission and Bluemadegreen’s local empowerment work — all while helping to keep plastic out of our waterways. 

CleanHub is on a mission to stop plastic from entering the ocean by enabling companies to fund high-impact waste collection programs. Their technology ensures full transparency and traceability, allowing brands to take real climate action with measurable results. 

Bluemadegreen, founded by Ms. Ratna Prabha Rajkumar, is an upcycling boutique based in Kerala, India. Specializing in transforming textile waste into stylish, functional products, the woman-led team has been turning discarded fabrics into bags, pouches, fashion accessories, and home décor since 2021. Operating as a zero-waste unit, Bluemadegreen combines traditional craftsmanship with environmental responsibility, offering a powerful model for sustainable living and women’s empowerment. 

Media Contact: 
Molly Simmons – molly.simmons@kmibrands.com.