Verity Launches Plastic-Free Cosmetics Packaging

by Bill McCool on 09/21/2020 | 2 Minute Read

You know what the cosmetics industry absolutely loves, aside from another horrifyingly-bewildering-to-great product from the likes of a Kardashian or Jenner?

Plastic. 

Every year we produce 120 billion units of packaging, and much of it comes from plastic intended for single-use. Even on the off chance that it happens to make its way into a recycling bin, if it’s too small, it likely can’t get recycled, and let’s not even start on mixed material packaging. So yeah, your makeup might help you feel a little more glamorous, but the packaging is a total eyesore.

Lucky for us, packaging supplier Verity wants to make a meaningful dent in the wasteful cosmetics industry, and it makes for a future that looks an awful lot more sustainable. The supplier is now crafting aluminum and stainless steel vessels that can be utilized in the beauty industry in a variety of ways, giving their customers a range of packaging solutions; reusable, hybrid (a reusable container with refill options that’s still recyclable), and plain-jane recyclable. 

Editorial photograph

The supplier avoids plastic altogether and promises packaging that not only consumers can actually recycle, but presents customizable solutions for brands that can be adopted seamlessly.

“Ultimately, we want to be an educational resource to our customers,” says Verity CEO Kerri Leslie in a press release. “After countless hours of research, it is our commitment to be so much more than just a sustainable packaging company. Our goal is to be a partner to our brands by staying on top of the ever-evolving advancements in sustainable packaging and openly sharing as we learn. At Verity, we want our customers to feel confident knowing that they are offering the most advanced, high performing, truly sustainable packaging available.”

Verity began in the wake of National Geographic’s stunning expose, which reported that only 9% of plastic ever gets recycled. Ultimately, the company strayed from bioplastics and other similar materials when they first started because of the relatively high recycling rates of aluminum. Plus, even if the plastic gets recycled, it’s not a substrate that you can use over and over again as the quality of the material degrades with each use.

It remains to be seen how cosmetics brands will kick plastic to the curb, and while refillable and recyclable options abound through a variety of substrates, the ball is ultimately in their court.

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