In a traditional linear economy, raw materials are extracted from the natural environment and turned into products, which are used and then discarded as waste. This model relies on the continuous extraction of finite resources, which leads to environmental degradation and resource depletion. A circular economy aims to replace this "take-make-waste" pattern with a more sustainable economic system that minimises waste and keeps products and resources in use for as long as possible. It is underpinned by the transition to renewable energy, as well as efforts to regenerate natural resources, protect the environment and support human health and well-being.

WOW is working to be a true example of a circular economy enterprise, based on our re-purposing of a declared noxious weed in the Northern Rivers region: the Camphor Laurel tree. Invasive Camphor Laurels in this region compete with native flora and fauna for habitat and have reached prolific numbers due to their ability to adapt, thereby threatening the balance of already fragile ecosystems.

WOW is proud that our products are made only from pure, natural ingredients from our local region, and therefore completely harmless to our soils and waterways.

But we are even prouder that our products do more than not pollute and deplete - through WOW’s repurposing of Camphor Laurels, we positively contribute to greater biodiversity and a more balanced ecosystem in one of Australia’s most picturesque regions.