The beauty industry faces a significant challenge when it comes to packaging products. Balancing quality, usability, and aesthetics while striving for recyclability is no easy feat. Stephen Clarke from the recycling company TerraCycle highlights the complexity: “Many design technologies that make beauty products easy to use render them difficult to recycle. Complex packaging makes it economically viable to trash rather than recycle.”
This dilemma leads to approximately 120 billion pieces of beauty product packaging annually, with only a fraction being recycled. Lush, a fan-favorite brand known for innovation, addressed this issue in 1987 with the introduction of the shampoo bar—a package-free solution that gained popularity among eco-conscious consumers.
Now, Lush is revolutionizing the beauty industry again with the launch of its Naked Mascara. Unlike traditional mascara packaged in plastic tubes, this mascara is a solid cylinder of product, eliminating the need for excess packaging.
Sustainable Ingredients for Luscious Lashes
Lush’s Naked Mascara features a vegan formula enriched with organic cocoa butter to condition lashes, Illipe and cupuaçu butters to soften them, and Japan wax for definition. Rice bran and candelilla wax ensure even color distribution, while carnauba wax provides a lengthening effect.
To use the product, lightly wet the brush, swirl it inside the cylinder, and apply as usual. After use, rinse the brush and let it dry alongside the mascara.
Eco-Friendly Wand Options
The mascara wands are crafted from 100% bio-based material and come in three styles:
- Thickness and volume (thick wand)
- Definition (one-sided comb)
- Separation (wand with circular end)
These wands are recyclable at home or can be returned to Lush for recycling.
Helen Ambrosen, Lush co-founder and inventor of the mascara, emphasizes the importance of sustainability: “Mascara is a staple in makeup, so creating an environmentally friendly option is crucial for us.”
The Naked Mascara is available in four shades—Orca (black), Earth (brown), Reef (coral), and Ocean (blue)—priced at $14. It will be released online at Lush USA on May 25th and in stores on June 5th.
