MAYBELLINE NEW YORK ANNOUNCES ITS CONSCIOUS TOGETHER PROGRAM

New York (ots/PRNewswire) THE BRAND ANNOUNCES LONG-TERM GOALS FOR 2030 TO REDUCE ITS IMPACT ON THE ENVIRONMENT AND COMMITS TO ADVANCE THE DEVELOPMENT OF RECYCLING TECHNOLOGIES IN THE MAKEUP INDUSTRY

Maybelline New York, the world’s leading cosmetics brand, presents its sustainability program Conscious Together that aims to create a more responsible business model that encourages new ways of thinking, processes and innovation towards a lower environmental impact.

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

  1. Environmentally conscious packaging: All Maybelline plastic packaging will be made from 100% recycled plastic
  2. Environmentally friendly disposal: Maybelline will invest in the development of makeup recycling technologies in partnership with global sustainability consultancy South Pole.
  3. Environmentally conscious production: By 2025, the company will achieve carbon neutrality at all of its sites by improving energy efficiency and using 100% renewable energy. By 2030, carbon emissions across the product life cycle will be reduced by 50%*.
  4. Eco-conscious formulation: 95% of the ingredients will be bio-based, derived from abundant minerals or from cyclical processes.

“All of us at Maybelline want to evolve and inspire the industry to progress,” said Trisha Ayyagari, Global Brand President, Maybelline New York. “We looked at the key areas where Maybelline can make a positive impact on the environment, and at ourselves set ambitious goals that will guide our actions up to 2030. We are aware that there is still a lot to be done and we have committed ourselves to concrete measures that support our sustainable change.”

The company has already taken some important steps to achieve its goals:

  • In the field of packaging, Maybelline since 2018 already 600 tons New plastic replaced with recycled plastic.
  • When it comes to disposal, the brand has several countries Makeup take-back programs in stores introduced to prevent make-up from being disposed of with household waste. Through these programs, consumers can bring any brand of product back for recycling so that the packaging can be reused after its first use.
  • In terms of production, 73% of Maybelline’s own production facilities are already operational climate neutral*.
  • Regarding the formulations, the brand has announced the launch of its first exclusive makeup line committed to a more sustainable future: the Maybelline Green Edition range. Every product in the Green Edition makeup line contains at least 70% ingredients of natural origin** and formulas that are both clean*** and vegan****.
  • – Green Edition is the first makeup range to be certified by the Cradle to Cradle*****® Certified Products Program, one of the world’s most advanced product sustainability assessment methods. Cradle to Cradle Certified® tests products for their environmental and social compatibility, taking into account all aspects of product design and manufacture.

*We have achieved carbon neutrality for Emissions Range 1 and 2 emissions at 8 manufacturing sites, representing 79% of Maybelline’s total production and 58% of total production in 2020.

**Ingredients of natural origin for Maybelline are raw materials that are unaltered in their natural form or after processing retain more than 50% of their molecular structure from the original natural source.

***Clean formulation means that a product has been formulated without certain ingredients such as parabens, mineral oils or other substances that are on the list of ingredients to avoid for some consumers. Visit our website at for more information www.maybelline.com.

***Vegan formulations that contain no animal ingredients.

*****Cradle to Cradle offers one of the world’s most advanced product sustainability assessment methods. Cradle to Cradle Certified® evaluates products based on their environmental and social compatibility (including all aspects of product design and manufacture) in five categories.

  • Materialgesundheit
  • product cycle
  • Clean air & climate protection
  • Protection of water and soil
  • Social justice

Questions & contact:

Contact:
France Cooper, france@maybelline.com
Julie Delazyn, julie.delazyn@loreal.com
Photo – mma.prnewswire.com/media/1729326/Maybelline_New_York_Conscious_Together.jpg

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