The L’Oréal Group’s brand has laid out long-term 2030 goals to reduce its impact on planet and has committed to support development of makeup recycling technologies.

Dubbed Conscious Together, its sustainability program 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. The program consists of an ambitious set of goals that Maybelline aims to achieve by 2030.

As far as packaging is concerned, Maybelline wants that all plastic packaging be made from 100% recycled plastic by 2030. Maybelline also intends to invest to help develop makeup recycling technologies, in partnership with global sustainability consultancy South Pole.

Regarding climate change, Maybelline aims to achieve carbon neutrality in all their sites by 2025, by improving energy efficiency and using 100% renewable energy.

Furthermore, 95% of ingredients in the formulas will be bio-based, derived from abundant minerals or circular processes.

"All of us at Maybelline want to make progress and inspire the industry to make progress," said Trisha Ayyagari, Global Brand President, 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 recognize that there is still so much to do, and we are committed to concrete actions that will help us accelerate our sustainable transformation."

The brand has already taken some key actions toward achieving its goals. On packaging, Maybelline has replaced 600 tons of virgin plastic with recycled plastic since 2018. On disposal, the brand introduced in-store makeup take-back programs in several countries, in order to help prevent makeup ending up in landfills. Through these programs, consumers can bring back any product from any brand to be recycled, making it possible for packaging to find a new life after their first use.