The collection has minimum 70% natural-origin* ingredients – can you explain what this means?

We consider an ingredient to be of natural-origin if it’s unchanged from its natural state or has undergone processing yet still retains greater than 50% of its molecular structure from the original natural source.  

With minimum 70% natural origin* ingredients, what does the remaining percentage consist of?

The remaining ingredients within each formula are needed to ensure the preservation of the product, the color cosmetic performance and efficacy as well as the overall sensory consumer experience with the product.

Some ingredients simply do not have alternatives that can be obtained from a natural source. To keep the level of pigment and performance in our products, certain non- natural origin ingredients must be used. These materials are still extensively vetted for safety and quality assurance.

Consumers can check our web site at to learn more about our Maybelline Safety Promise.

What are the % natural origin* ingredients by product and why are some higher than others?

Some of these percentages are higher than others in order to keep the integrity of the product, to ensure color delivery and to ensure performance.

What key ingredients/factors were considered to not compromise performance?

Each ingredient was specifically chosen to ensure high performance as well as a high level of natural origin ingredients. The approach for the ingredients list was “less is more”. Our scientists used only what was necessary for the product to perform.

What key ingredients were removed/not included?

Green Edition collection is formulated without parabens, mineral oil, petrolatum and silicones. Green Edition went through the same rigorous testing and formulation process as our existing products – the chemists have simply made swaps for natural origin ingredients while still maintaining the Maybelline high performance standard.

Where can a consumer find more information about the natural origin* ingredients used in the collection?

Consumers can learn more about what’s in their favorite products, by visiting Inside Our Products.

What do you mean by clean formulas?

Clean formula means that we choose to formulate the product without parabens and mineral oil, and other ingredients that are included on a list that some consumers are seeking to avoid. Consumers can learn more about what’s in their favorite products, by visitng Inside Our Products.

What does it mean that your formulas are vegan?

Our formulas contain no animal-derived ingredients or by-products.

How are you vegan, but you can’t say that you are certified cruelty free?

When Maybelline says that the Green Edition formulas are vegan, it means they have no animal-derived ingredients.
We care for animal welfare and do not test on animals. The fact that Green Edition is not certified cruelty-free by a third party does not mean that the products are tested on animals.

How do you test the safety of your products without testing on animals?.

We practice effective non-animal ways to ensure the safety of cosmetic products.
Our Maybelline labs carry out testing using reconstructed skin (L’Oréal’s EpiSkin), which is created with human skin cells to mimic real skin. That way, we can effectively test all our products before they’re applied to your skin
EpiSkin isn’t the only non-animal method Maybelline uses – we also use digital tools and toxicology modelling amongst others.


The collection also features a mix of recycled and new materials. Can you call out some of these key materials?

Mascara: Tube (excluding wiper) and cap (excluding brush) made with 95% recycled plastic. Tinter Oil: Glass bottle made with 20% recycled material. Balmy Lip Blush: Cap and base (excluding inner shell) made with 95% recycled plastic.

What were some of the challenges in utilizing PCR in the packaging? 

Because we cannot control the source of recycled materials, the use of PCR can make 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.

The collection is Cradle-to-Cradle certified. What does that mean for the brand and what’s involved in gaining accreditation? **NOTE: CURRENTLY ONLY US CERTIFICATION, EU TBD IN FEB**

Cradle to Cradle Certified® is a globally recognized and trusted, science-based measure of product sustainability. Cradle to Cradle Certified® provides brands with a framework for considering the impact of their actions on the environment and the communities involved across their value chain.

Maybelline NY’s Green Edition collection is the first makeup collection to be Cradle to Cradle Certified®. Cradle to Cradle Certified assesses all aspects of product design and manufacturing by evaluating products across five categories:  
  • Material Health 
  • Product Circularity
  • Clean Air & Climate Protection
  • Water & Soil Stewardship
  • Social Fairness

A product is then assigned an achievement level in each individual category. The minimum level of achievement in any of the five categories ultimately determines the final certification level. Cradle to Cradle certification is awarded at four different levels:

  • Bronze 
  • Silver
  • Gold
  • Platinum 

What are Maybelline's commitments for sustainability at a brand level?

Maybelline New York, the world’s leading cosmetics brand, introduced the Green Edition range – it’s first high-performance makeup line with natural-origin ingredients*. Green Edition is also the first makeup range to be certified by Cradle to Cradle** Certified® Products Program, which is one of the world’s most advanced measures of product sustainability.

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 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 this product without certain ingredients such as parabens and mineral oil, and other ingredients that are included on a list that some consumers are seeking to avoid. Check our website at to discover more.