Maybelline commits to carbon neutrality, 100% recycled plastic packaging by 2030

By

Jennifer Braun

Published
Jan 20, 2022

Maybelline introduced on Wednesday a new sustainability program, which aims to create a more responsible business model for the brand to reduce its impact on the planet.

Dubbed 'Conscious Together', the program consists of several goals Maybelline aims to achieve by 2030 that touch packaging, recycling, production, as well as its formulas. 

In terms of packaging, Maybelline is committing to plastic packaging made from 100% recycled plastic by 2030. For the disposal of packaging, it will invest to help develop makeup recycling technologies, in partnership with global sustainability consultancy South Pole.

Next, by 2025, it will aim to achieve carbon neutrality in all of its sites by improving energy efficiency and using 100% renewable energy. Likewise, by 2030, it plans to reduce carbon emissions from its full product lifecycle by 50%. 

Finally, Maybelline is committing to formulas made of 95% of ingredients that 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.”

To date, the brand has already taken some actions to be more sustainable. Since 2018, Maybelline has replaced 600 tons of virgin plastic with recycled plastic. It has equally introduced in-store makeup take-back programs in several countries. 

On formulas, the brand also introduced the Maybelline Green Edition range where each product contains a minimum of 70% natural-origin ingredients and is the first makeup range to be certified by Cradle to Cradle.