On their way to switch the components of their beauty packaging to more environment friendly options, LVMH has chosen a material partly derived from limestone for the launch of Olehenriksen’s new Banana Bright+ Vitamin CC Stick.

The product’s primary packaging is made of Limex pellets, a material containing more than 50% inorganic material like calcium carbonate. Developed and distributed by Japanese supplier TBM, Limex is presented as a more sustainable alternative to petroleum-based ABS and PP resins typically used in cosmetic packaging components.

Environmental benefits

Thanks to is composition, Limex helps reduce greenhouse gas emissions compared to conventional plastics while being recyclable, claims TBM.

According to the supplier, the injection molding grade of Limex can be used to produce a large variety of cosmetic containers – from lipsticks to jars – with the existing plastic molding equipment and without any additional machinery.

Combined with a secondary packaging made of recyclable FSC-certified cardboard, TBM says the material offers significant benefits in terms of sustainability, while being in line with the aesthetic expectations of the brand thanks to a luxurious matte texture and feel.

Earlier this year, LVMH’s beauty division announced a partnership with Dow in order to integrate biosourced, recycled and recyclable plastics into their packaging. The goal of the luxury giant is that its packaging will contain zero plastic from virgin fossil resources in a near future.