Attitude Oceanly

Attitude Oceanly is a line of solid, plastic-free skincare and makeup made by the Canadian clean-beauty company ATTITUDE, based in Montreal. Launched on 4 October 2022, it was the parent brand's first range cast entirely in solid format and packaged without plastic, using biodegradable cardboard tubes instead of bottles and jars [7]. ATTITUDE describes Oceanly as marine-inspired, and the collection has since grown from skincare into makeup and mineral sun care.

The line belongs to ATTITUDE, a brand the company dates to 2006 and which is owned by the Montreal manufacturer Bio Spectra Inc. [13]. Oceanly remains an active and expanding range; the most recent addition found is a Phyto-Sun SPF collection released in May 2024 [11], and the line continues to feature prominently on the brand's website.

Oceanly is a sub-line of ATTITUDE rather than a standalone company, so its origins trace back to the parent brand. According to ATTITUDE, the company was founded in 2006 by Jean-François Bernier, who began developing safer, cleaner household and personal-care products as his first child was on the way [2]. The brand sits within Bio Spectra Inc., a Montreal developer and manufacturer of eco-friendly consumer goods.

Sources differ on the starting year. ATTITUDE's own "about" page records the brand as "Founded: 2006" [2], while listings tied to the parent company state that ATTITUDE "started out in 2005 with surface cleaners" before expanding into body and baby care [18]. The 2006 date reflects the brand as it is known today; the 2005 reference points to Bio Spectra's earlier home-cleaning origins.

The Oceanly collection itself arrived much later, in 2022, as ATTITUDE's response to plastic pollution and ingredient concerns in the beauty industry. The brand frames the range as a way to carry its existing "clean beauty" approach into a format that removes single-use plastic entirely.

Oceanly launched with 19 solid skincare items spanning cleansers, serums, face creams, masks and sunscreens [7]. The range is organised around a set of "PHYTO" rituals, including PHYTO-GLOW for radiance, PHYTO-AGE for visible signs of ageing, PHYTO-CALM for sensitive skin and PHYTO-SUN for sun protection. According to the company, its hero ingredient is phytoglycogen, a plant-derived molecule it positions as more hydrating than hyaluronic acid after seven hours of wear, and as an alternative that avoids extracting glycogen from shellfish. Supporting actives include encapsulated vitamin C and peptides, with marine-derived ingredients such as laminaria saccharina and ascophyllum nodosum appearing in later additions.

In May 2023 ATTITUDE extended Oceanly into makeup with a 28-product line covering foundations, concealers, blushes, bronzers, highlighters and lip products, which the company described as the first entirely plastic-free solid makeup range [9]. A further expansion in May 2024 added Phyto-Sun, eight SPF 30 products built on a non-nano zinc oxide mineral filter and excluding filters such as oxybenzone and octinoxate. Across all three waves, the products share a push-up cardboard tube that lets them be applied without direct finger contact.

The defining feature of the line is its packaging. Every Oceanly product uses a biodegradable, FSC-certified cardboard push-up format rather than a plastic container. Bernier described the makeup expansion as "a natural next step" after the skincare line, framing the company's aim as showing that cosmetics can work for both the wearer and the environment.

Oceanly carries the EWG VERIFIED mark, a third-party seal indicating that a product avoids ingredients the Environmental Working Group flags as concerning. At launch, ATTITUDE and trade press described Oceanly as the world's first EWG VERIFIED solid skincare line in fully plastic-free packaging [7][8], and described the 2023 makeup range as the first solid makeup line to hold the same certification [9]. The formulations are vegan and certified cruelty-free through PETA, with no animal-derived ingredients or animal testing.

The line reflects ATTITUDE's broader philosophy, which the company calls "Conscious Chemistry" — an approach it summarises as combining clean ingredients, in-house formulation and strict ingredient standards. ATTITUDE says it bans more than 10,000 ingredients in line with EWG criteria and aims to "redefine what 'clean' truly means" by treating performance, transparency and sustainability as inseparable. Products are formulated and made in-house at the company's Canadian factory, which it says runs on hydroelectricity and heat-recovery systems. The company also reports eliminating 1,000 tonnes of plastic since 2021 through plastic-free packaging and planting two million trees since 2020 [3].

ATTITUDE sells Oceanly directly through its own website and through Amazon. The parent brand states that its products are available in more than 55 countries [2], and Oceanly is also stocked by European natural-cosmetics retailers such as Ecco Verde.

Coverage of Oceanly has come largely from sustainability and beauty-industry trade press rather than mainstream consumer media. The original 2022 launch was reported by outlets including PR Newswire, Cosmetics Business and Beauty Packaging, with Cosmetics Business framing ATTITUDE as a low-waste beauty innovator rather than a conventional skincare competitor. The 2023 makeup expansion and the 2024 Phyto-Sun launch were covered by World Bio Market Insights and Global Cosmetic Industry, and the trade group Cosmetic Executive Women published a feature on the brand's plastic-free approach in 2024.

Oceanly is an active line. Its parent, ATTITUDE, has expanded the collection steadily — skincare in 2022, makeup in 2023 and the Phyto-Sun SPF range in 2024 — and the most recent press release found dates to 14 May 2024 [11]. As of mid-2026 the collection still appears as a primary range on ATTITUDE's website.