It is estimated that the beauty industry alone is responsible for up to 120 billion units of packaging every year, including plastic, cardboard, paper, and microplastics. The ugly truth is that 11 metric tons of plastic end up in our oceans every year, having an impact on the wildlife and natural environment. While the beauty industry may not be reasonable for all of this, any effort made to reduce this is not a waste of time.
After launching the Make Up Not Make Waste campaign in September 2020 to help recycle makeup components by offering recycle drop boxes in selected locations, Maybelline New York is making another step in its efforts towards creating sustainable products. Introducing the Conscious Together initiative.
The Conscious Together programme aims to create a more responsible business model for the brand by transforming its processes, innovations, and mindset to reduce its impact on the planet, with four ambitions set to be achieved by 2030.
“All of us at Maybelline want to make progress and inspire the industry to make progress,” said Trisha Ayyagari, Global Brand President, Maybelline New York. “We looked at the key areas where Maybelline could make a positive environmental impact and set ambitious goals that will guide our actions until 2030. We recognize that there is still so much to do, and we are committed to concrete actions that will help us accelerate our sustainable transformation.”
Maybelline has already taken some key actions already, including:
With such a big name in the beauty industry taking steps with CSR in mind, not only will this greatly reduce the waste of its own customers, but many other businesses are sure to follow.