Maybelline is going green by 2030: Forms “conscious together” sustainability program
21 Jan 2022 --- Maybelline is planning a major transformation to its business model that will consider planetary well-being, specifically packaging, disposal, production and formulation.
The goals to be achieved by 2030 have been outlined in the company’s “conscious together” program. Under the banner of “conscious packaging,” one critical aspect is Maybelline’s target to use 100% recycled plastic packaging by 2030 to ensure its makeup disposal is environmentally conscious.
Another ambitious goal is to use 100% renewable energy and achieve carbon neutrality across its production sites by 2025. Additionally, Maybelline aims to reduce carbon emissions from product life cycles by 50% in 2030.
Moreover, Maybelline plans to produce clean makeup products using bio-based ingredients. This means that 95% of ingredients will be derived from “abundant minerals or circular processes” to prevent exploitation.
Planetary concerns within the industry
Maybelline’s new commitment aligns with trends across several industries that bring planetary health into sharpened focus. The environmental impact of packaging, technologies, products and more is more critical than ever in personal care as conscious consumers demand environmentally friendly solutions. This is also reflected across the Food & Beverage industry, packing, nutrition and much more.
The planet’s health is also a top concern for consumers, notes Innova Market Insights, which has pegged “Shared Planet” as its Top Ten Trend for 2022.
Maybelline decided to make changes based on the areas that were lacking. “We recognize that there is still so much to do,” acknowledges Trisha Ayyagari, global brand president of Maybelline. Formulating concrete goals will accelerate the transformation process and “inspire the industry to make progress,” she adds.
Recycled plastic and improved disposal technologies
Since 2018, the company has replaced 600 metric tons of virgin plastic with recycled plastic. Additionally, Maybelline will partner with South Pole, a global environmental consultancy.
Naturally-derived ingredients are defined by Maybelline as an unchanged natural state or retaining 50% of the molecular structure after being processed. The partnership targets the development of recycling technologies. This investment aligns with Maybelline’s second goal, “conscious disposal.”
Until now, Maybelline had independently handled makeup disposal by introducing “in-store makeup take-back programs.” This allows consumers to return any purchased product from any makeup brand to be recycled.
However, the new partnership allows the packaging to be reusable again instead of increasing waste in landfills.
Signaling a change in the industry
As part of Maybelline’s “Conscious Formula” goal, existing products include Maybelline’s Green Edition range, made with at least 70% natural origin, clean (without ingredients like paraben) and vegan (non-animal derivative) ingredients.
Green Edition range has been certified by Cradle to Cradle, based on environmental and social performance and design and manufacturing process.
Innova Market Insights has found that the concern over the climate crisis has helped fuel demand for plant-based products so that bio-based products can boost product appeal.
Green beauty is a fast-growing trend. Consumers want to know the sustainability of used ingredients and packaging; consumers are looking for traceability. Three in five global consumers want to know the source.
In other news on brands turning toward environmental sustainability, chemical company Eastman, with partners like LVMH Perfumes & Cosmetics and Herbal Essences, invested in plastic recycling facility; Happier Beauty launched reusable toothpaste; CPL Aromas announced reductions on its carbon footprint; Firmenich achieved 88/100 EcoVadis rating; Stora Enso offered carbon-neutral cartonboard packaging.
Edited by Venya Patel
