The Maybelline Green Edition line introduces new products like the Mega Mousse Mascara, Balmy Lip Blush and Superdrop Tinted Oil, which are made without animal-derived ingredients. The plant-based makeup formulas tap into potent, skin-caring ingredients like mango, jojoba and marula oils, as well as shea butter. This line is kicking off with three products and there are plenty more to come in the future.
Maybelline’s new Conscious Together program is based on four sustainability goals that the beauty brand is working towards for 2030. These goals include transitioning to 100% recycled plastic packaging, developing makeup recycling technologies with partners, reducing carbon emissions by 50% from its full product lifecycle and using 95% bio-based formulations for products. The last goal from Maybelline’s Conscious Together program inspired the Green Edition line, which contains at least 70% ingredients of natural origin.
Key Themes Behind This Trend
- Natural-origin Ingredients
- Brands can innovate by incorporating natural-origin ingredients, like Maybelline's Green Edition line, to cater to conscious and eco-friendly consumers who prioritize sustainability in their beauty regimes.
- Sustainability Goals
- Companies can create more impact and attract consumers who are mindful of sustainable product packaging and environmental protection by setting and working towards sustainability goals, such as Maybelline's Conscious Together program.
- Plant-based Makeup Formulas
- The use of plant-based makeup formulas that also feature potent, skin-caring ingredients, like mango, jojoba, and marula oils, offer opportunities to meet consumer demand for clean beauty without compromising on quality and efficacy.
Where This Applies
- Beauty Industry
- As consumers continue to prioritize eco-friendliness and sustainable packaging, the beauty industry can innovate with natural-origin ingredients, plant-based formulas, and sustainability goals like Maybelline's Conscious Together program to attract conscious consumers.
- Sustainable Packaging Industry
- The sustainable packaging industry can tap into the beauty industry's rising demand for sustainable packaging and develop technologies that enable a circular product lifecycle-based approach, like Maybelline's goal of developing makeup recycling technologies with partners.
- Eco-friendly Lifestyle Industry
- The rise of clean beauty and sustainable products presents opportunities for the eco-friendly lifestyle industry as a whole, as consumers continue to prioritize environmentally conscious purchases across all facets of their lives.
