Maybelline to reduce impact on planet under “Conscious Together” program

20 / 01 / 2022

By Marwa Nassar - -

Maybelline New York, the world’s leading cosmetics brand, introduces its sustainability program “Conscious Together” which 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.

The Conscious Together program consists of an ambitious set of goals that Maybelline aims to achieve by 2030.

Under the program, all Maybelline plastic packaging will be made from 100% recycled plastic.

Also, Maybelline will invest to help develop makeup recycling technologies, in partnership with global sustainability consultancy South Pole.

By 2025, Maybelline will achieve carbon neutrality in all our sites by improving energy efficiency and using 100% renewable energy.

By 2030, the company will reduce carbon emissions from its full product lifecycle by 50%.

About 95% of ingredients will be bio-based, derived from abundant minerals or circular processes.

“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.”

The brand has already taken some key actions toward achieving its goals.

On packaging, Maybelline has replaced 600 tons of virgin plastic with recycled plastic since 2018.

On disposal, the brand introduced in-storemakeup take-back programs in several countries, in order to help prevent makeup ending up in landfills. Through these programs, consumers can bring back any product from any brand to be recycled, making it possible for packaging to find a new life after their first use.

On production, 73% of Maybelline-owned production facilities are already carbon neutral.

On formulas, the brand has announced the launch of its first high-performing makeup line committed to a better world, the Maybelline Green Edition range. Each product in the Green Edition make-up line contains a minimum of 70% natural-origin ingredients, as well as formulas that are clean and vegan.

The brand considers an ingredient to be of natural origin if it is unchanged from its natural state or has undergone processing yet still retains greater than 50% of its molecular structure from the original natural source.