# Waste-free Eyeshadow Palettes Aether Beauty's New Eyeshadows Come in Recycled Paper Packaging By Riley von Niessen | Published 2018-07-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/aether-beauty References: [teenvogue](https://www.teenvogue.com/story/aether-beauty-zero-waste-eyeshadow-palette) & [instagram](https://www.instagram.com/aether_beauty_co/?utm_source=ig_embed) [Aether](https://www.trendhunter.com/trends/storm-allweather-jacket) beauty, a vegan beauty brand, created a new [eyeshadow palette](https://www.trendhunter.com/trends/palettes-of-beautifying-eye-trends) that uses zero-waste packaging, meaning that it does not contain any mirrors, plastics, or magnets, and is made entirely from [biodegradable recycled paper](https://www.trendhunter.com/trends/compostable-pipette). The palette, dubbed the Rose Quartz Crystal Gemstone Palette, comes with 13 different shades, all of which are flattering neutrals. The shades range from light cream and beige tones, to deeper ashy browns and pinks. Tiila Abbit, the founder of Aether beauty, explained the initiative taken by the brand by saying, "I want to show what is actually possible since brands always want to appease their customer with beautiful packaging, but I believe you can still have beautiful packaging and be 100% recyclable. It's all about rolling up your sleeves and getting creative." ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 64% | Activity: 88% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Zero-waste Packaging:** Creating products with packaging that is entirely biodegradable and does not contain any mirrors, plastics, or magnets. - **Eco-friendly Beauty:** Developing beauty products that are vegan, cruelty-free, and made from sustainable materials. - **Creative Sustainability:** Finding innovative ways to combine beautiful packaging with environmentally friendly practices. ### Where This Applies - **Beauty:** Opportunity for beauty brands to create more eco-friendly products and packaging. - **Packaging:** Opportunity for packaging companies to develop biodegradable and sustainable packaging solutions. - **Fashion:** Opportunity for fashion brands to incorporate sustainable practices in their product packaging. ## Related on Trend Hunter - [Refillable Magnet-Free Makeup Packaging](https://www.trendhunter.com/trends/fenty-beauty-packaging.md) - [Skin-Caring Eyeshadows](https://www.trendhunter.com/trends/oceanly-eyeshadows.md) - [Sustainable Paper Cosmetic Packaging](https://www.trendhunter.com/trends/arcade-beauty-paper-packette.md) - [Plant-Powered Eyeshadow Palettes](https://www.trendhunter.com/trends/well-people.md) - [Plastic-Negative Beauty Brands](https://www.trendhunter.com/trends/aora-mexico.md) - [Paper Sampling Containers](https://www.trendhunter.com/trends/arcade-beauty.md) - [Bold Creamy Eyeshadows Pensils](https://www.trendhunter.com/trends/vegan-eyeshadow-pencil.md) - [Recyclable Resin Beauty Compacts](https://www.trendhunter.com/trends/suqqu.md) - [Accessible Makeup Palettes](https://www.trendhunter.com/trends/shine-foundation-and-cheekbone-beauty.md)