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How MOB Beauty is betting on refill, reuse, renew

Katie Nichol

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How MOB Beauty is betting on refill, reuse, renew

Co-founded by beauty industry veteran Victor Casale, former Chief Chemist at MAC, MOB Beauty has opted for a packaging strategy based around the three Rs: refill, reuse, renew. The brand’s black compacts, palettes and lipstick capsules are recyclable, thanks to the inclusion of additives enabling them to be detected by infrared sensors at the recycling stage. The secondary packs housing the refills are said to be home compostable.

When US-based clean make-up brand MOB Beauty couldn’t find the right packaging for its vegan, cruelty-free products, it opted to design its own. “We found no existing resources in the market that met our sustainability standards, so we chose to design our own Earth-First packaging system using primarily post-consumer recycled materials. Every MOB component is customizable and refillable, and can be home composted or recycled after use,” the company explained in a statement.

The injection-molded compacts and palettes (Element Packaging) – consumers build their own palettes by selecting the color items to include – and lipstick capsules (Albéa), which can hold either a cream lipstick or a lip balm, are in PET resin made of at least 50% PCR content. MOB Beauty aims to achieve a 100% PCR rate in the future.

The PET also contains additives that enable the black packs to be detected by infrared sensors at the recycling phase – Ampacet for the lipstick capsules and Element CarbonX for the compacts and palettes.

The outer packaging for the refills, meanwhile, is made of 40% FSC-certified bamboo and 60% post-consumer recycled paper. Consumers can recycle the outer packaging or remove and recycle the label and home compost the pack.

MOB Beauty is also working on launching a recycling program for the refills, as measuring less than 2”x 2”, they are too small to be recycled in standard streams, the brand explains.

Component

Compact/paletteElement Packaging

Component

Lipstick capsuleAlbéa

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