“The Zero+ Collection was developed based on the concept that less is truly more and that creating zero waste is in turn creating positive value for both the end-user and the environment,” said Musa Dias, chief marketing officer at WWP Beauty.
The launch of the turnkey line is part of the company’s evolution from a color cosmetics packaging supplier to a full-service manufacturer of sustainable skincare, fragrance and hair care products.
Reduction: ‘Less is truly more’
For WWP Beauty, achieving “zero” not only means reducing waste, plastic, water-use and carbon footprint but also the number of products on offer and the time needed to apply them.
“Now more than ever, we are seeing beauty consumers increasingly adopt streamlined beauty routines based on multifunctional products - born from the desire to buy more sustainably while also simply saving time and money,” Dias said.
The condensed collection includes the Skin Prep + Perfector blurring balm with beetroot extract, elderberry extract and sea moss, the Face + Eyes + Lips Enhancer with squalane, elderberry extract and sea moss, and the Brow Shaper + Styler pomade for brows, beards and flyaways with Jamaican black castor oil and fenugreek.
Items were developed as “gender-neutral” and made with clean, vegan and cruelty-free formulas for compliance with Sephora, Credo and Ulta Beauty clean lists.
Rebirth: ‘Zero waste’
The introduction of the Zero+ packaging line tells an added sustainability story of “Rebirth”, a sixth “R” that expands the beauty industry’s movement to Reduce, Reuse, Recycle, Replace and Respect.
“We added ‘Rebirth’ to our sustainability ‘R’s’ because it represents our commitment as a company to finding solutions that truly promote circularity,” Michael Tognetti, senior director of global sustainability and chairman of WWP Beauty’s Circular Committee, said when introducing Rebirth in July.
Created from bamboo, rice husk and green tea by-products sourced and manufactured in Taiwan, the “plastic-free, plant-based packaging collection made from natural, renewable ingredients” is part of an effort to reduce the overall carbon footprint of the components. Although not recyclable, it does give waste from the food supply chain a second life, the company told Cosmetics Design-USA. Sustainable and cruelty-free accessories and natural soy ink may also be incorporated in product development.
Other circular beauty initiatives from WWP Beauty: cosmetic bags made from environmentally friendly materials, refillable and recyclable sticks, Eco-Pac Tubes that reduce GHG emissions by up to 93 percent and plastic by up to 19 percent, a line of touchless PCR tubes with integrated applicators, a mono-material jar, a glass skincare collection and an upcoming refillable collection for color cosmetics and skincare.
The company has recently added partnerships with eco-minded organizations like the UN Global Compact, the Sustainable Packaging Coalition and the Ellen MacArthur Foundation.