Maybelline Conscious Together Our Mission

OUR MISSION

At Maybelline New York, our mission is to give everyone the self-confidence to express their beauty, to play, to make change.
OUR MISSION
Maybelline Conscious Together Our Program

OUR PROGRAM

Our sustainability program, Conscious Together, reflects our belief that our products should be as conscious as they are inclusive.
OUR PROGRAM
Maybelline Conscious Together Our Plan

OUR PLAN

We’ve set goals in four key areas – Formulas, Production, Packaging, and Circularity – which, together, help us innovate for a more sustainable future.
OUR PLAN

OUR PROGRESS AND IMPACT REPORT

CHECK OUT OUR 2024 IMPACT REPORT

  • 34%

    of Maybelline New York ingredients are from nature or recycled materials

  • 100%

    of our new or renovated products are eco-designed

  • 100%

    of L'Oreal owned factories making Maybelline New York products use 100% renewable energy

  • 1,100 tons

    of virgin plastic replaced with recycled plastic since 2019 (more than 5x as heavy as the Statue of Liberty without its base)

Pillars

Conscious Packaging

We have been working hard to find solutions to use recycled materials in our product.

Conscious Production

We are working with our manufacturing sites to use 100% 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.

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.

What do we mean by Natural Origin Ingredients?

We consider an ingredient to be naturally derived (or natural origin) if it is unchanged from its natural state or has natural sources and has undergone processing, yet still retains greater than 50% of its molecular structure from natural plant or mineral sources. Naturally derived (or natural origin) ingredients start with natural materials, but are then changed from their natural state; this means that naturally derived (or natural origin) ingredients can include synthetic ingredients that are made from materials found in nature.

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.

BOTTLES MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC (EXCLUDING WIPER)

Lash Sensational Sky High® Waterproof Mascara (U.S.)
BOTTLES MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC (EXCLUDING WIPER)

BOTTLES MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC (EXCLUDING WIPER)

Super Stay Matte Ink® Liquid Lipstick (North Asia)
BOTTLES MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC (EXCLUDING WIPER)

BOTTLES (WITHOUT CAPS) MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC

Makeup Remover (North Asia)
BOTTLES (WITHOUT CAPS) MADE FROM 100% POST-CONSUMER RECYCLED PLASTIC

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.

PRODUCT TAKEBACK

Through our product takeback programs, consumers can return empty products for recycling, keeping them out of landfills.

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.

FAQs

What issues are you facing to make your products more sustainable?
Our ambition is to help find ways to ensure recycling is a reality. That’s why we're partnering to invest in supporting the development of recycling technologies and processes.

How are you measuring progress?
We are committed to building a transparent relationship with our consumers, which starts with sharing the steps we’re taking in our journey to become a more sustainable brand. We measure and report progress on our sustainability goals in our biannual Impact Report (see the 2024 report and 2022 report) and provide updates on our social and digital channels. Select sustainability data is audited by an independent auditor to ensure it is factual and accurate.

Does Maybelline NY use any sustainably sourced ingredients?
Maybelline NY is committed to a continual search for ingredients that are sourced in a sustainable and responsible manner. Some of our products use sustainably sourced Shea Butter, Cocoa Butter and Rice Bran Oil.

This approach ensures that these ingredients come from supply chains which respect biodiversity and help limit their environmental impact.

What does “bio-based” mean for Maybelline NY?
Bio-based means coming from renewable sources such as plant materials. We are starting to work with our Research & Innovation teams to leverage the power of Green Science for the formulation of high-performing renewable ingredients using more responsible processes (e.g., reduced carbon impact, waste and use of solvents) of transformation, extraction or fermentation.

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.

What is the difference between natural and synthetic ingredients? Are synthetic ingredients safe?
Chemistry is commonly associated with things that are artificial or synthetic. This association reinforces preconceived ideas: chemical is harmful but natural is good! This statement is false. The truth is that chemically transforming a material often enables better mastery of its quality and reproducibility. In nature, the quality of natural ingredients can vary according to, among other things, the climate and the environment in which it was cultivated.

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.