Benefit Cosmetics is a beauty brand founded upon an original mission to stay genuine. The brand is rooted in authenticity and approachability, created by a pair of twins from Indiana farmland who became models and makeup artists.
The international brand has made a name for itself with locations in 59 countries across five continents, more than 3,000 Brow Bars, and 85 Boutiques worldwide. And with such a wide-ranging reach, the brand has recently implemented some sustainable choices with its packaging design.
For example, the brand recently removed the brush, wooden handle, and plastic packaging for its blush product. Yet, for the brand’s new line of pore-cleansing products, they wanted to make a sustainable decision from the beginning.
There are two different cleansers in the new line, the first is a pore-clearing, makeup-removing cleansing oil, and the second is a pore-purifying foaming cleanser. Both products come packaged in an infinitely recyclable aluminum bottle with a pump (boo, plastic). The outer box gets made from FSC-certified paper. The brand also released its Deep Retreat clay mask, packaged in an aluminum tin. As most masks of this texture are packaged in a plastic container or single-sized plastic wrappers, it’s refreshing to see an aluminum option in the beauty space.
While Benefit is moving in the right direction with its new sustainable packaging, the beauty industry has a lot of work to do. Yet, when global brands like Benefit start taking baby steps in the right direction, it inevitably inspires (and guilts) other brands into doing the same. We’ll see which brand takes the initiative next.
