Meiyume, a Hong Kong beauty marketer, is launching a nostalgia-inspired Block Party Kit.
The kit is part of Meiyume’s sustainability commitment – the company says it wants to transform all its products, packaging and retail solutions to be recyclable, biodegradable or designed for recovery during the next four years.
Thanks to a refill system, consumers can fill up their Block Party Kit containers with a simple push to release the inner capsule, which is designed for cosmetics in gel and cream formulas. The kit can be wrapped as a gift in a reusable pulp carry case made from plant fibres.
Sourced from sustainable materials, the new line comprises two main products – a Night-Out Radiance Treatment Mask and a skin-renewing Hangover Moisturiser.
Meiyume has chosen benign skincare formulas containing few chemicals to benefit both human skin and the environment. Night-Out Radiance Treatment Mask is a brightening and anti-stress mask for the skin and The Morning-After Awakening Moisturizer is a morning tonic for the face.
The skincare products have a capacity of 60ml and comprise three separately recyclable parts – an aluminium cap and jar, and a refillable capsule made from recycled plastic. Both the cap and jar can be adjusted to any colour or pattern, which brings flexibility to the brand’s image.
Owned by Fung Group and Hony Capital, Meiyume is a beauty company focusing on fragrance, skincare, and colour cosmetics and has adopted sustainability as a core principle in future development.
“Sustainability is intrinsic to every aspect of how we work, and we are committed to leading our industry in the improvement of production, working practices and formulations for the good of people and the planet,” said a Meiyume spokesperson.
“Above all, we want our practices to be positive, impactful, and measurable – with real results that will be validated by third parties.”