MOB Beauty tackles cosmetics waste with switch to fully compostable packaging

20 Jun 2022 --- MOB Beauty is launching a fully compostable makeup packaging collection called NewPurpose. The makeup brand aims to reduce plastic waste by switching to the compostable solutions by 2024.

According to MOB, the beauty industry generates an estimated 120 billion cosmetic packages every year. To tackle the waste issue, MOB’s team developed NewPurpose within three years.

The collection is made of fully compostable molded fiber. The finalized product is a combination of natural bamboo, bagasse and 100% PCR cardboard coated in verdecoat, says the company. Verdecoat is a protective spray used to coat food packaging to offer extra durability and water resistance.

In an effort to “promote transparency,” MOB beauty states that all materials are sourced from FSC-certified suppliers that practice responsible forest management.

MOB’s RePurpose series, which includes refillable capsules, compacts and palettes, is made from 50 to 100% PCR, PET or PP resin.Alternative plastic
The NewPurposecollection uses a plant-based bioplastic called flastix, which is made of flax shive and corn and wheat starches.

“MOB took on compostable packaging knowing what we were up against,” says Victor Casale, co-founder and CEO at MOB. “From design to functionality, we held ourselves to the highest standards – hundreds of development hours, testing many iterations and costly tooling.”

According to recent data provided by Innova Market Insights, more than 50% of consumers worldwide consider reusable packaging to be the most environmentally sustainable packaging solution, while 28% prefer refillable options and 23% favor compostable options.

MOB’s collection will include its signature refillable lip capsule and compact, offered in reusable, compostable packaging.

Combatting wastefulness
The company’s declared goal is to tackle plastic waste in the beauty industry. Due to the materials used and the packaging sizes, most cosmetic packages cannot be successfully recycled through home recycling streams.

In an effort to address this issue, MOB has partnered with Credo and Hudson’s Bay Company to form an initiative called Pact, with the mission of providing an environmentally sustainable solution and educating consumers about cosmetic products that are difficult to recycle.

NewPurpose was developed in partnership with beauty packaging suppliers Golden Arrow, Albea and Montrose-Haeuser, alongside industry newcomer Pela – creator of Lomi.

Lomi is a kitchen appliance that breaks down organic waste into nutrient-rich compost, and the NewPurpose series is fully compatible with this device.

The NewPurpose series is fully compatible with the Lomi composter, which breaks down organic waste into nutrient-rich compost.RePurpose’s performance
Most cosmetic packaging is made with a mix of ABS and SAN, which are plastics that cannot be recycled in most current recycling facilities, explains the company. MOB’s RePurpose series, which includes refillable capsules, compacts and palettes, was launched in 2021 and is made from 50 to 100% PCR, PET or PP resin.

The company admits that the materials are not as scratch-resistant as other plastics and that some wear and tear is visible after a while, but argues that “that’s a small sacrifice for environmental sustainability.”

Innova Market Insights data shows that nearly 45% of consumers agree that they are willing to compromise wearability to reduce the use of environmentally harmful plastics in packaging.

In addition, the company has a strict list of materials it is unwilling to use due to their environmental harmfulness as part of their Earth-First packaging system. Silicone, insoluble plastic microbeads, styrene, acrylates and nylon, among others, stand as primary exclusions.

By Mieke Meintjes

This feature is provided by Personal Care Insights’s sister website, Packaging Insights.

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