2021 is all about the color green. Across every industry, from fashion to beauty, sustainability has become a driving force and green is the color that represents a reconnection with nature, restoration of balance, and a healthy recovery in a post-COVID era. 

For this year’s Earth Day, WWP Beauty is making its green commitment to make up with the Earth and create positive and purposeful impact through consistent, sustainable innovation and a renewed sustainable stock library that gives customers more solutions towards meeting their own sustainability goals.  

Michael Tognetti, Chairman of the WWP Beauty Sustainability Committee, says,

“At WWP Beauty, we know that the path to sustainability looks different for every brand. For this reason we strive to create options for our customers that utilize eco-friendly materials and future-focused design strategies. All of our sustainable innovations are backed by data with validated sustainability claims generated using our Eco Analyzer Tool.”

Some of the company’s recent sustainable launches have included its ColorVue Lipstick which produces 85% fewer GHG emissions and uses 12% less plastic per piece compared to standard lipstick components, its Eco-Pac Tube which reduces GHG emissions by up to 93% and uses 19% less plastic per piece, and a Refillable Multi-Use Face and Body Stick. 

To commemorate Earth Day, WWP Beauty is also launching two new sustainable stock packaging collections, the Cutsie Green Collection and the Mindful Collection. 

Cutsie Green Collection – Sleek Sustainability  

The Cutsie Green Collection is made up of sleek, modernly designed cosmetic packaging options that include eyeshadow compacts, face and cheek compacts, a cushion compact, and a slimline lipstick and lip gloss package. Each component in the Cutsie Green Collection is made with PCR materials on the cover base and platform, and the slim designs of these compacts are 25-30% slimmer than a compact of a similar size. This not only reduces the use of virgin materials, but also creates a smaller carbon footprint during the development and shipment process. 

Mindful Collection – Mindful Design Strategies

Future-focused design strategies such as mono-material composition and light-weighting offer different sustainability attributes. The Mindful Collection combines these strategies, creating products that have an impactful recyclability story, as well as use less plastic through light-weighting. This collection is made up of PCR compacts, a PCR, POM free airtight lipstick and lip crayon, PCR face stick, mono-material bio-PE (sugarcane) tubes that use up to 19% of plastic per piece, and a PCR powder jar with sifter. It is important to be mindful about which sustainable design strategies are being used because many consumers today are basing their purchasing decisions on the eco-friendly claims brands are making.