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Maybelline commits to 100% carbon neutrality with new sustainability program

Sophie Smith
20 January 2022

Maybelline New York has introduced its new sustainability initiative, Conscious Together, aiming to create a more responsible business model for the brand.

With the goal of transforming its processes, innovations and mindset to reduce its impact on the planet, the Conscious Together program consists of goals that Maybelline hopes to achieve by 2030.

The goals fall under the categories of conscious packaging, disposal, production and formula.

For conscious packaging, Maybelline plans to have all plastic packaging made from 100% recycled plastic.

Under conscious disposal, the beauty brand will invest to help develop makeup recycling technologies, in partnership with global sustainability consultancy South Pole.

To meet its conscious production targets, Maybelline wants to achieve carbon neutrality at all its sites by improving energy efficiency and using 100% renewable energy by 2025. Along with reducing carbon emissions from its full product lifecycle by 50% by 2030.

For conscious formula, the beauty brand hopes to make 95% of its ingredients bio-based, derived from abundant minerals or circular processes.

Outlined by Maybelline, the brand has already taken some action towards achieving these goals.

Maybelline has replaced 600 tons of virgin plastic with recycled plastic since 2018 and introduced in-store makeup take-back programs in several countries to help prevent makeup ending up in landfills. Additionally, 73% of Maybelline-owned production facilities are already carbon neutral.

Trisha Ayyagari, Global Brand President at Maybelline New York, said: "All of us at Maybelline want to make progress and inspire the industry to make progress. We looked at the key areas where Maybelline could make a positive environmental impact and set ambitious goals that will guide our actions until 2030. We recognise that there is still so much to do and we are committed to concrete actions that will help us accelerate our sustainable transformation."

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