Maybelline to boost biobased content

In New York, mainstay cosmetics brand Maybelline has vowed to make 95% of its formulas either biobased or derived from minerals or circular sources by 2030.   

The company’s new sustainability program, Conscious Together, aims to create a more responsible business model for the brand by transforming its processes, innovations, and mindset to reduce its impact on the planet. 

“All of us at Maybelline want to make progress and inspire the industry to make progress,” Trisha Ayyagari, Global Brand President, Maybelline New York, says in a press statement. “We looked at the key areas where Maybelline could make a positive environmental impact and set ambitious goals that will guide our actions until 2030. We recognize that there is still so much to do, and we are committed to concrete actions that will help us accelerate our sustainable transformation.”

Maybelline’s Green Edition make-up line is already a minimum of 70% natural-origin ingredients.  Other 2030 goals include using only 100% recycled plastic in its packaging and reducing carbon emissions for its full product lifecycle in half.