The $445 billion beauty industry is blowing up, with new products flooding the market every day. To stand out on Sephora or Walgreen aisles, brands have resorted to more and more dramatic packaging. Christian Louboutin’s lipsticks come in gold tubes that are so beautiful, some women use them as pendants on necklaces. Verso creates facial oils that come in four individual vials, which you pop into a spray bottle. Clé de Peau creates powders that come in shimmery holographic palette cases. It’s designed to be fun and beautiful. But it also means a lot of plastic and metal containers that will be chucked in the trash in a matter of months. Americans each generate 4.4 pounds of trash every day, and a full 30% of this comes from packaging. Shane Wolf has watched this packaging one-upmanship in the beauty industry firsthand as an executive at L’Oréal, the $33 billion beauty conglomerate with dozens of brands within its portfolio. Over the last decade, Wolf has served in top roles at Keratase, Shu Uemura, Redken, and Pureology. But after years in the business he wanted to be part of a brand that was more mission driven. Left to right: Lea Koussoulis, […]


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