The makeup brand owned by the L’Oréal group has just unveiled its sustainability program: Conscious Together. Maybelline intends to move its business towards a more responsible and sustainable model.
The Conscious Together program is based on four pillars.
• Conscious packaging: All plastic packaging will be made from 100% recycled plastic.
• Conscious Disposal: Maybelline will invest in the development of makeup recycling technologies.
• Conscious Production: By 2025, the brand aims to be carbon neutral at all its sites through the use of 100% renewable energy. By 2030, Maybelline plans to reduce carbon emissions from the entire life cycle of its products by 50%.
• Conscious formula: 95% of the ingredients used will be bio-based, sourced from abundant minerals or circular processes.
But these aren’t the brand’s first responsible commitments. Since 2018, Maybelline has replaced 600 tons of virgin plastic with recycled plastic and has implemented a system to recover finished products in stores.
