Cosmetics brand COVERGIRL has enhanced its sustainability journey by committing to reduce plastic content in its pressed powder packaging.
Each Clean Pressed Powder, Clean Matte Pressed Powder, Clean Sensitive Pressed Powder, and Clean Fresh Pressed Powder compact will now feature 35% less plastic.
Owned by beauty company Coty, the COVERGIRL brand will initially redesign the packaging of its Clean Pressed Powder Collection.
The mould used for the collection will not impact the quantity of the product, according to the brand.
The new packaging is already made available in the US.
Coty chief brand officer Stefano Curti said: “COVERGIRL continues to make good-for-you makeup and skincare, prioritising the health of our consumers and the planet. Today, as the brand celebrates its 60th anniversary, we are building on this heritage and expertise, taking the next step in our journey towards more sustainable and clean beauty.
“I am delighted that this initiative means eliminating some plastic by ensuring our Clean Pressed Powders now have 35% less plastic per compact – a tangible example of Coty’s commitment to more sustainable packaging through our Beauty That Lasts initiative.
“As a brand, COVERGIRL continues to identify areas where we can reduce our environmental impact, continuing to lead the way as the original clean brand which our consumers are proud to stand behind.”
The brand recently launched Lash Blast Clean Mascara, which is vegan and uses FSC Certified packaging containing 80% recycled paper from well-managed forests.
In 2018, Cruelty-Free International recognised the brand as Leaping Bunny Certified, which means all of its products are certified cruelty-free.
This April, beauty brand L’Oréal Paris committed to reducing the amount of packaging used for its products by 20% by 2030.