So we’ve seen the fatbergs, we’ve heard all about the waste floating in our oceans and we’re all trying to avoid disposable wipes, sachets and single-use plastics, right? Wrong – because just a week after Johnson & Johnson signed up to the Ellen MacArthur Foundation’s pledge on plastic waste, its Neutrogena brand is touting a new launch that defies all of the environmental wisdom of 2018 so far: Makeup Remover Cleansing Towelettes Singles.

Selling for US$7.99 per pack via Ulta.com and boasting 137 reviews (at the time of writing) and an average rating of 4.5 stars, not to mention a rave write up from millennial style bible Refinery 29 – to be honest, here at GCN HQ, we feel like we blinked for a second and woke up in an alternate universe where the last six months haven’t happened.

No doubt fans of the wipes, and indeed the manufacturer behind the launch will advocate consumer choice – but we’re failing to see how, on the one hand, Johnson & Johnson can be ‘embracing packaging reform’ and on the other launching individually wrapped wipes. I mean, who actually finds wipes not portable as they are? Answers below please.