By Stacey Lindsay

Plastic is part of countless items we reach for, from our phones to our toothbrushes to our clothing. It's a fast, inexpensive, malleable resource to create, making it a go-to material for manufacturers worldwide. But just as plastic offers practicality, its widespread use and poor waste management have led to gigantic environmental challenges and personal consequences. More and more studies show how this forever material takes residence in our bodies, oceans, landfills, and air. Plastic is everywhere.

What is encouraging is to see innovative companies creating ways around a dependence on plastic. Case in point: Flavedo and Albedo. Founded by Aleks Allen, Emily Perrett, and Toby Norris, three creative and design agency alums, this Australian-based makeup company uses zero plastics in its packaging. It's a rare feat in this industry, given that the beauty industry is overflowing with products housed in plastics, most of which are not even recyclable. This fact concerned the founders, so much so that they had to create something different. "We wanted to reconcile our love of makeup and our concern around plastic packaging and landfill," Allen says. "It was one of those ideas that just wouldn't go away—so we decided it was the right time to build our own."

Talking Plastic-Free Makeup and Innovation with Aleks Allen

What concerns you most about the plastic in our lives today? And how does the cosmetics industry, specifically, contribute to plastic waste?

We love makeup but have always been freaked out by plastic and landfill. Every piece of plastic ever made is still on Earth somewhere, unless it's been burnt. That's a really confronting thought.

Every year, the beauty industry produces at least 120 billion pieces of plastic packaging. Most of those—the pumps, custom bottles, lids, and palettes—aren't or can't be recycled. The US data says that 91 of those units aren't recycled, and Australia is not much better, at 85 percent. It just seems wrong that your eyeshadow palette should live 500 years longer than you do.

So, the plastic problem is huge, and recycling plastic won't fix it. We have to stop the new plastic flooding the market every day, which means viable alternatives are needed.

For your company, what do you use in plastic's stead?

We use aluminum because it has the highest recycling rate of all materials, and the process itself is light on emissions. Where that doesn't work for the formula, we use small amounts of glass, with natural cork-lined lids to keep our highlighters airtight. Our secondary packaging is all FSC-certified card and printed with soy-based inks. We use paper tape and untreated boxes. There is zero plastic anywhere. No tubs, no lids, no seals, no nothing.

What are the challenges of creating a beauty brand using no plastic? And what are the joys?

Launching a business during COVID was by far the biggest challenge. Those shipping delays really kept us on edge. From a production POV, developing an airtight lid for our High Glow without using a PE liner for the lid was a pretty big manufacturing and design hurdle. We didn't want to change the mousse formulation, so we wound up using cork instead. Unexpected, but it looks good and does the job perfectly.

The joys are getting a packaging solve that works. And also, that it doesn't force a consumer compromise on aesthetic or product performance. That's the most rewarding.

How do you aim to rise above all the plastic clutter and capitalistic noise that is so loud today?

We focus on what we can control. We built a sustainable business so that we can keep making plastic-free products, one at a time. We hope that this year, sustainability finally comes for beauty. The industry needs to become more aware of the role it plays in our global plastic problem. It really needs to have its "fast fashion—KeepCup year."

To learn more about Flavedo and Albedo, visit flavedoandalbedo.com,

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