USA – Sustainability-focused cosmetic retailer MOB Beauty has plans to launch a collection of fully compostable beauty packaging by 2024.
Dedicated to continuous innovation and with sights set on compostable end-of-life solutions, the team at MOB has dedicated three years of work and countless iterations to developing NewPurpose.
The collection will include MOB’s signature refillable Lip Capsule and Compact in a sleek design made with fully compostable molded fiber which is a combination of natural Bamboo and Bagasse.
Additionally, it contains 100% PCR cardboard coated in Verdecoat, a protective spray used in the food industry for added durability and water resistance.
The beauty collection also incorporates Flaxstic, a plant-based bio-plastic made from a combination of flax shive and corn and wheat starches.
NewPurpose was developed in partnership with leading beauty packaging suppliers Golden Arrow, Albea and Montrose-Haeuser, alongside industry newcomer Pela – creator of Lomi, an innovative kitchen appliance that quickly breaks down organic waste into nutrient-rich compost.
With this initiative, MOB is officially recognized as a Lomi Approved partner and NewPurpose is authorized as fully compatible use with the device.
The collaboration signifies what will be the first of many efforts to have a meaningful impact on waste from beauty packaging.
“MOB took on compostable packaging knowing what we were up against. From design to functionality, we held ourselves to the highest standards – hundreds of development hours, testing many iterations and costly tooling,” said Victor Casale, MOB co-founder and CEO.
“This level of investment in both time and money for a young brand in today’s fast-to-market environment is unheard of, but we’re Earth-First and we mean it.”
Driven by a mission to make a global impact on beauty waste by rethinking packaging, MOB in collaboration with RePurpose launched in 2021, the first series in its Earth First packaging system.
It includes refillable Capsules, Compacts and Palettes made with at least 50% PCR mono-material PET or PP, the most recyclable plastics currently available, and outer packaging made with 100% PCR materials.
The company is also the founding partner of Pact, a non-profit collective of beauty brands, retailers and suppliers that was launched last year.
Pact is committed to taking responsibility for the industry’s packaging problem through recycling solutions, education and shared resources.
Starting 1 July, MOB will include preliminary samples of the NewPurpose Lip Capsules and Compacts with every order placed on its website to offer a sneak peek of the new collection.
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