The brand launched its Project Unicorn in 2020. The goal was simple: to reduce its packaging as much as possible. In one year, e.l.f. Beauty can therefore boast of having avoided the use of one million pounds of materials. By eliminating secondary cartons, vacuum-formed trays and paper insert cards, and reducing secondary packaging, the project has streamlined packs for more than 200 SKUs in several categories.
“We called our initiative Project Unicorn because, like the mythical creature, no one thought it could be possible,” explained Ashley Rosebrook, Creative Director of e.l.f. Beauty. “We were determined, and through design and teamwork, we proved that it could work. We’re excited about the progress we’re making across all of our brands to reduce our packaging footprint. We look forward to continuing to push the envelope in our efforts to make the world a cleaner place.”