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The Green Edition collection includes some packaging components made with up to 95% recycled materials. Committed to a better world, this product range is a key step on the brand’s Conscious Together program - Maybelline’s long-term commitments to create a more responsible business model that is mindful of its impact on people and the planet. The program consists of an ambitious set of goals that Maybelline aims to achieve by 2030 spanning Packaging, Production, and Formula.
We cannot control the source of post-consumer recycled materials (PCR), making it difficult to perfectly control the color of packaging and to achieve bright colors. PCR material is typically dark gray, making it hard to achieve Maybelline’s traditional bright colors.
The color of the packaging does not remain consistent given the materials that make up the recycled streams, e.g., the colors of recycled plastic bottles.
Additionally, there is an increase in inclusions with PCR materials. Inclusions are black dots / particles in the material. This is due to the variety of recycled material included in the packs. For example, if there is a black dot on your foundation cap, it is not a dirt mark – it is a mixture of different recycled content.
Today, recycling systems are not able to accept most makeup because packaging is often too small (less than 20 ml) and can be made of a mix of different materials, characteristics which are disruptors to recycling.
That’s why Maybelline Green Edition’s packaging design has focused on our use of recycled content in our packaging components, which are now made with up to 95% recycled materials – innovative for the category.
*We consider an ingredient to be 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.
**Formulas that are vegan, meaning they have no animal-derived ingredients.
***Clean formula means that we choose to formulate the product without parabens, mineral oil, BHT, petrolatum and silicones, ingredients that some consumers are seeking to avoid.
That’s high performing makeup committed to a better world.
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