Maybelline New York launches sustainability program with 2030 target

Irene Dong

Irene Dong


Cosmetics company Maybelline New York has introduced Conscious Together – a sustainability program – to create responsible business branding by reducing its impact on the planet.

The Conscious Together initiative comprises goals that Maybelline is focused on achieving by 2030, including converting to 100-per-cent recycled plastic packaging, partnering with global sustainability consultancy South Pole, reducing carbon emissions and ensuring 95 per cent of its ingredients are bio-based, derived from abundant minerals or circular processes.

“All of us at Maybelline want to make progress and [in turn] inspire the industry to make progress,” said Trisha Ayyagari, global brand president at Maybelline New York.

“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 recognise that there is still so much to do, and we are committed to concrete actions that will help us accelerate our sustainable transformation.”

Currently, Maybelline has taken some actions to achieve its goals. The company has replaced 600 tons of virgin plastic with recycled plastic since 2018, launched in-store makeup take-back programs in several countries to reduce the number of plastic packages in landfills.

At the same time, 73 per cent of Maybelline-owned production facilities are already carbon neutral and the company has introduced the Maybelline Green Edition range with ingredients that are 70 per cent natural-origin and formulas green and vegan.

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Irene Dong

Irene Dong

Irene Dong is a graduate of Ho Chi Minh City University of Foreign Languages and Information Technology with a major in international relations, specialising in public relations, communications, and media. An aspiring writer she has a passion for fashion, sustainability, and languages.


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