E.l.f. Beauty hits packaging reduction milestone

E.l.f. Beauty hits packaging reduction milestone

THE WHAT? E.l.f Beauty has announced that it has eliminated more than one million pounds of packaging materials via its Project Unicorn initiative.

THE DETAILS The project was launched in 2019 in a bit to streamline product packaging, stripping away secondary cartons, vacuum formed trays and paper inserts.

More than 200 SKUs across multiple categories have undergone a packaging tweak. E.l.f’s Clear Lip Lacquer has shed 66,000 pounds of packaging alone, switching to sustainably sourced FSC-certified cartons.

THE WHY? Tarang Amin, E,l.f. Beauty’s Chairman and CEO, notes, “Project Unicorn is at the heart of our purpose platform. We’re proud of reaching the one-million-pound milestone and are excited by the progress we’re making on our journey across all our brands to reduce package footprints. We look forward to continuing to push boundaries as we aim to make the world a cleaner place.”

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