Sustainable packaging in a world built on plastics

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When it comes to beauty, there has historically been two main aspects that most of us tend to focus on. Firstly, we want our makeup bags to be stocked with products that sticks to their promises of high class delivery, but also want our bottles, tubes and sprays to look equally appealing on our bathroom shelves.

Now, in the light of David Attenborough’s Blue Planet documentary and widespread warning of our devastating plastic consumption (by 2050 there will be more plastic than fish in the sea if we carry on the same route), a third aspect of buying and consuming beauty has joined the checklist of savvy consumers. As we are now in the midst of national and global anti-plastic campaigns, seriously encouraging recyclability and strongly pushing for alternative materials, environmental awareness has soared. Beauty brands now need to be preferably not only organic and natural with high performing formulas, but should also be kind to the environment in terms of packaging.

Going ‘plastic free’ is the new lead among both existing and new emerging brands, and ahead of the curve and at the forefront of this shift, is Danish born makeup brand Kjaer Weis. The brand was created on the belief that sustainability can be beautiful, with no need for compromises. The Kjaer Weis range comprises top quality makeup with skin-loving shades in organic and natural formulas, though the brands real USP is the unique refill system, allowing the luxurious silver cases to be refilled again and again with 100% recyclable refills. The heavy silver cases are meant to be bought as keepsakes, and can also be used to hold jewellery or other items. The whole thing is plastic free and comes in eye-catching red cardboard boxes that you can be proud to pull out of your bag.

Kjaer Weis proves that a brand can do it all – deliver products that works and are loved by your skin, wrap them in sleek, non-conventional packaging that is seriously shelf-worthy while still contributing to a positive environmental shift by not using plastics and instead encourage refillable and recyclable systems that works long-term.






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