Lisa Eldridge's new addition, 'Rouge Experience Refillable Lipstick', excels with distinctive sustainable packaging design. This lipstick, which comes in 8 shades, features a recyclable, mono-material refill made of aluminium, easing the replenishment of cosmetics for beauty lovers.
Image source: Lisa Eldridge
"Man, no. I wanted mine to be 100% aluminium," she said to the media. "What's the point of a refill if you can't recycle it?"
The creative use of a single material like 100 per cent aluminium simplifies recycling processes and reduces plastic waste. Inclination towards sustainability in cosmetics, demonstrated by refillable and recyclable packaging, preaches growing environmental crises.
"People ask me all the time, am I a sustainable makeup brand," she says. "And I say no, I'm not, because if I were, I would be making cosmetics in my kitchen and giving them to my neighbours, who would be bringing them back to me to refill."
The brand's refillable lipstick range is sustainable, with a glam retro design that conjures early 20th-century beauty when metal stood tall before plastics became popular. Since the outer packaging has the potential to be used multiple times, the outer tube can be personalised with the buyer's initials for an added cost.
The issue, says Eldridge, was not the aluminium refill case but finding a method to click it securely into the case. Eldridge had already rejected plastic prior and now she rejected magnets, "They said, would you be against a magnet? I was like, yes, I would be against a magnet. Magnets aren't recyclable. It's not okay."
Lisa Eldridge is a makeup artist who notes colour in a multifaceted way as she is a tetrachromat, meaning she notices up to 99 million more hues than most people. She is the formulator who propels her manufacturing units up the wall with requests for more pigments and more pearl. And she's the stealth disrupter who once told the media that she launched her brand with no business plan and will sit on a project until it's ready.
Responses
