OUR MISSION
OUR PROGRAM
OUR PLAN
OUR PROGRESS AND IMPACT REPORT
Our 2022 brand impact report is also available here
CHECK OUT OUR 2024 IMPACT REPORT34%
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Conscious Packaging
We have been working hard to find solutions to use recycled materials in our product.
Since 2018, we have replaced 600 tons of virgin plastic, that is more than 3x as heavy as the Statue of Liberty (without its base), with recycled plastic for the many components we use in our products.
By 2030, all Maybelline New York packaging will be made from 50% recycled or biobased materials.
In 2024, 9.2% of all packaging was made from recycled materials.
Conscious Production
We are working with our manufacturing sites to use 100% renewable energy.
We reduced our energy consumption by implementing energy efficiency measures such as LED lighting to high-efficiency compressors to LEED certification and moved to renewable energy through onsite solar panels, utilization of biomass and offsite renewable energy projects.
By 2025, all of our owned manufacturing sites producing Maybelline New York products will use 100% renewable energy.
In 2024, 50% of our owned manufacturing sites producing Maybelline New York products are powered by renewable energy.
Conscious Formula
As we launch new products and renovate our classics, we’re evaluating our formulas to provide options that are less impactful on the planet.
By 2030, we will increase our contribution to L’Oréal Groupe’s goal of sourcing 75% of our ingredients from nature (plant or mineral sources) or recycled
In 2024, 34% of our ingredients were sourced from nature (from plant or mineral sources) or from recycled materials.
Conscious Circularity
Our commitment to impact doesn’t end when our products are sold; we consider their entire lifecycle, from how they’re made to how we dispose of them.
By 2030, we will expand our takeback programs globally.
In 2024, we collected over 140 tons of empty products collected across 3250 locations, in seven countries.
What Do We Mean By Natural Origin Ingredients?
An example is when we take a natural material, like jojoba oil, and process it to derive hydrogenated oil to ensure the stability of the ingredient and modify its texture. Because 50% of the molecular structure of the hydrogenated jojoba oil comes from plant or mineral sources, hydrogenated jojoba oil, although chemically processed, is a naturally-derived (or natural origin) ingredient. We then total up the percentage by weight of each ingredient to figure out the percentage that is naturally-derived (or natural origin), including water. For example, if 60% of a formula is water, and 36% of the formula are naturally-derived ingredients, we label it as 96% naturally-derived (or natural origin). The remaining ingredients constitute the other 4% of the formula, and are there to ensure its sensoriality, efficacy and/or preservation.
WORKING TOWARD SKY HIGH IMPACT
At Maybelline New York, we’re upping our recycling game — from recycled packaging to product takeback programs to first-of-its-kind cross-industry collaborations.WORKING TOWARD MORE SUSTAINABLE PACKAGING
One way we’re reducing the environmental footprint of our packaging is by using more post-consumer recycled plastic, which has a lower carbon impact than virgin plastic. In 2024, we increased our use of post-consumer recycled plastic, so that it makes up 9.2% of the total plastic we use in our packaging (up from 3.5% in 2022). Ultimately, our goal is for all plastic packaging to be made from 100% post-consumer recycled plastic by 2030.
BOTTLES MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC (EXCLUDING WIPER)
BOTTLES MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC (EXCLUDING WIPER)
BOTTLES (WITHOUT CAPS) MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC
WORKING TOWARD STRONGER RECYCLING SYSTEMS
Real change demands we look beyond our own operations to contribute to systemic transformation across the entire beauty landscape. That’s why our circularity efforts touch a range of issues, from packaging takeback programs and expanding access to recycling, to partnering across the beauty industry to tackle shared challenges – like small-format packaging that is notoriously difficult to recycle.MAKEUP RECYCLING
Consumers buy billions of small-format plastics that are difficult to recycle. We’ve partnered with Closed Loop Partners to implement recovery solutions.
In 2023, Maybelline New York partnered with Closed Loop Partners to conduct initial tests at recycling facilities to find out if small-format packaging – which are difficult to recycle due to their size and other factors – could be recovered.
The potential to recover tens of thousands of tons of valuable small materials, including plastics like polypropylene, from materials recovery facilities and glass recycling plants across the U.S.
In early 2025, we officially launched the Consortium to Recover Small-Format Packaging, sharing the results of our three years of research with the wider world. Now, we’re inviting other companies with small-format packaging – from the beauty industry and beyond – to join the consortium and support recycling and recovery nationwide.
PRODUCT TAKEBACK
Through our product takeback programs, consumers can return empty products for recycling, keeping them out of landfills.
Expand our global product takeback, making it easier for consumers to return empty products for recycling, keeping them out of landfills.
To prevent empty products – from any makeup brand – from ending up in landfills. Consumers can bring back any used product to be recycled, making it possible for packaging to find a new life after their first use.
To date, we have collected over 140 tons of empty products and have launched takeback programs in 3,250 retail stores across seven countries (U.K., Canada, Australia, New Zealand, Hong Kong, Taiwan, and Japan).
Recycling Access
We’re a founding partner of The Recycling Partnership’s Small Town Access Fund, which supports recycling access in U.S. towns with populations under 50,000.
We’re committed to making beauty accessible for all – and now we want to make recycling accessible for all too.
An estimated 20 million people across the U.S. lack access to basic recycling programs in their communities. So even if our consumers want to do the right thing and recycle their products and packaging, they’re not always able to.
Between 2021 and 2024, we’ve helped bring recycling access and education to approximately 55,000 households across the U.S. These efforts are projected to deliver approximately 2,000 tons of recyclables – beauty waste that can get a second life instead of a one-way ticket to landfill.
FAQ
This approach ensures that these ingredients come from supply chains which respect biodiversity and help limit their environmental impact.
All our products whether formulated with synthetic ingredients, natural-origin ingredients or otherwise, are subject to strict evaluation of their safety, taking into account the conditions of use: usage, frequency and dosing of ingredients.
All of Maybelline’s products must pass a rigorous expert-led evaluation process lead by our Research & Innovation facilities to ensure adherence to our safety standards. We have a deep knowledge of raw materials including understanding their quality and origin. We work with a variety of experts to thoroughly assess raw materials to ensure their safe use in finished products. Next, we perform a variety of product tolerance tests with specialized third-party laboratories and research centers to validate their safety.
To learn more about what’s in your favorite Maybelline products, visit INSIDE OUR PRODUCTS.
Among the practices of Green Science are the careful cultivation, transformation and formulation of ingredients using practices that help lower the environmental footprint and minimize chemical use.
This approach ensures that these ingredients come from supply chains which respect biodiversity and help limit their environmental impact.