We predict that 2022 will be the largest push for sustainability that we’ve ever seen in the beauty industry. A plethora of brands have already begun asking and exploring the question of: “How can we make our products more environmentally friendly and safer for our skin?” And this year, we predict that we'll be seeing lots of answers.
Maybelline New York is the latest brand to embrace sustainability with the release of their new collection of cosmetics, called “Green Edition.” All of the products in this line keep a minimum of seventy percent natural origin ingredients, are vegan, and are formulated without parabens, petrolatum, formaldehyde, silicones, BHT and mineral oil. The current available products include the Superdrop Tinted Oil and Mega Mousse Mascara, which will be followed by the release of the Balmy Lip Blush by March. Eight shades of the Superdrop Tinted Oil, and ten shades of the Balmy Lip Blush will be available; with prices ranging from $9.99 to $11.99.
Not only are the products formulated with natural ingredients, but the items that encapsulate them have also been made sustainably as well. “The tinted oil’s glass bottle is made from 20 percent recycled material; the lip blush’s cap and base are made with 95 percent recycled plastic; and the mascara’s tube is made from 95 percent recycled plastic.” Maybelline’s Global Brand President, Trisha Ayyagari, revealed that this was the “first makeup collection to be certified by Cradle to Cradle, a nonprofit which includes guidelines around climate protection, social fairness and product circularity.”
The release of this collection also presented ample opportunity for the brand to connect with their widespread audience. It appeals to all age groups, both genders, and allows for Maybelline to enter a space they haven’t yet touched: naturally derived makeup. The Superdrop Tinted Oil is made with jojoba and marula oils, the Balmy Lip Blush with mango oil, and the Mega Mousse Mascara with shea butter. Ms. Ayyagari also added, Maybelline’s “Green Edition” collection “starts with these three products but there’s a lot more to come.”