Tea Tree One Million Tree Pledge

Pledge by

John Paul Mitchell Systems

We are pledging to plant an additional one million trees with Reforest’Action, bringing our total to two million trees by the end of 2030.

Restoring & Growing, Enabling
This pledge will take place from
2023 to 2030
Australia, Brazil, France and more

Company website

Pledge overview

Tea Tree is proud to join 1t.org and scaling our tree planting efforts by pledging to plant another one million trees with Reforest’Action, bringing our total to two million trees by the end of 2030.

The world’s forests store carbon, protect communities against drought and flooding, are home to much of the planet’s land-based biodiversity, and keep the planet at least 0.5° Celsius cooler. Regenerating the world’s forests is one of the best tools we have against climate change, on top of reducing our own emissions. As a John Paul Mitchell Systems brand joining 1t.org, we are helping to accelerate nature-based solutions in support of the UN Decade on Ecosystem Restoration (2021-2030).

The objective will be to support forestry projects in the areas selected close to our stakeholders. Each year, we will invest into forestry projects suggested by Reforest’Action to reach a total amount of 1 million trees planted from 2023 to 2030. Reforest’Action has developed an impact assessment tool and follow strict guidelines to monitor its activities.

Actions in this pledge

  • Restoring and growing trees and forest landscapes

    Supporting actions
    Assisted natural regeneration
    Actions that support natural regeneration without tree planting, such as Farmer Managed Natural Regeneration, forest soil remediation, exotic species control, disease prevention, and wildfire protection
    Re-establishment of forest through planting and/or deliberate seeding on land classified as forest, that has been degraded or where trees are unlikely to regenerate naturally
    Activities that establish and manage the integration of trees into agricultural landscapes, silvopastoral systems, farming in forests and along forest margins and tree-crop production
    Mangrove restoration
    Establishment or enhancement of mangroves along coastal areas and in estuaries
    Additional details

    The Resforest'Action projects supported by JPMS rely on the principle of ecosystem multifunctionality to ensure resilient and sustainable ecosystem in their environment and socioecological context.

    Eligibility criteria are used to screen the projects that address the key environmental and socio-economic problems relevant in their context. They also ensure that the project design aims to restore multifunctional ecosystem. The project design must ensure that the objectives tackle the different climate, biodiversity, socio-economic and soil and water positive potential impact for local stable ecosystem in adequation with the socio-ecological needs. Every project implies a 5-year monitoring period after the plantation.

    Restoring & Growing

    1 million
  • Enabling activities for trees and forest landscapes

    Supporting actions
    Nursery and seedling development
    Establish tree nurseries, including actions such as identification and collection of seeds and/or growing seedlings
    Sustainable forest management
    Activities that support the stewardship and use of forests (including by local communities and indigenous peoples), to maintain their biological diversity, productivity, and regeneration capacity, as well as their potential to fulfil relevant ecological economic and social functions
    Market development for sustainable forest products
    Activities that create markets and demand for ecologically and socially responsible timber and non-timber forest and agroforestry products, e.g. capacity-building for the harvesting and processing of agroforestry products, forest certification standards, etc.
    Education and capacity building
    Forest / tree species conservation and restoration education programmes, targeted educational and behaviour change campaigns, training and capacity building, including promotion of local and traditional knowledge and practices
    Community mobilisation
    Community mobilisation and engagement activities for conservation, restoration and reforestation, including enabling systems of community governance, etc.
    Youth engagement
    Engagement of young people and/or youth networks to catalyse a restoration generation
    Data collection, management and technological tools
    Activities that provide data and/or technological tools to support conservation and restoration (e.g. monitoring etc.)
    Additional details

    The projects in Tropical Zones develop the socio-economic benefits above depending on the typology of the projects, including the specification of the sustainable forest management plan and the identification or agreement of land ownership.


Our ecologically and socially responsible approach

Reforest’Action are implementing practices and monitoring that are aligned with the 10 principles of ecosystem restoration of the UN Decade on Ecosystem Restoration.

Reforest’Action is not strictly applying protocols and standards. RA’s methods aim to verify that the project goals are consistent with its local and ecological context. That the project goals target the origin of the problem of why restoration activities are needed. Finally, RA monitors that the project activities are consistent with the project plan and goals.

RA’s methodology is however a common monitoring approach in the field of ecosystem restoration. Based on common vegetation inventory, and monitoring key information of the different activities that are implemented through project holder commitment and audit visit.

Our results tracking

Reforest’Action is working on developing a predictive approach of the impact (climate, biodiversity, socio-economical, soil and water). The monitoring will help to refine the prediction. Thanks to the remote sensing they will be able to assess the evolution of the vegetation, the maintenance over 30 years.

Ecological metrics

Reforest’Action reports through the 5-year monitoring the following information: land area, number of trees, survival rates, presence of elements for biodiversity, species diversity, sustainable forest management operations, among other metrics.

Social metrics

International projects assess monitor the number of direct beneficiaries, the number of trainings, the number of trainees

Our system of accreditation

We are working closely with Reforest'Action and will be tracking progress on an annual basis including frequent meetings.

Our partners


Our locations

We are working at locations across Australia, Brazil, France, Germany, Italy, Peru, and United States of America (USA).

Our implementation progress

Pledge implementation progress reporting is managed in collaboration with IUCN’s Restoration Barometer, and is required annually from the year following pledge publication.