Izzy Mascara

Izzy’s zero waste mascara / Source: Izzy

AluminiumBambooBeautyNorth AmericaPackagingSteel

4 MINUTE READ

Sophie Benson

WHAT WE SAY:

American consumers bought over 100 million mass market mascaras in 2021 and because of the complex nature of a mascara tube, "it actually costs more to collect and process than it's worth," resulting in almost all mascaras heading to landfill. Mascara use will not slow down anytime soon, so rethinking this everyday product is imperative.

Izzy believes a systems change solution is the way forward and we happen to agree. Subscription-based refill services might not be suitable for high turnover products, but for something like mascara - which can last a couple of months - it is a solution that could prove revolutionary.

KEY FACTS:

Izzy’s stainless Steel mascara tube is designed to be refilled and is offered as part of a subscription model. Products are sent in a reusable mailing bag, which is used for sending back empties free of charge. Refills are sent every three months, based on the optimum window of use for reducing bacterial growth and consumers can scan a QR code on the tube to access product information - negating the need for excess secondary packaging.
Each stainless steel mascara tube is medically sterilised before refilling, while the plastic wipers and brushes are reground and remoulded at the brand’s facility, so nothing goes to waste.
Izzy allows customers to choose between a one-time purchase or a quarterly or annual membership, depending on their needs and can save USD 64 or USD 71, respectively, through the subscription model.

A QR code links to product and brand information / Source: Izzy

Izzy reusable mailing bag / Source: Izzy

DIVE DEEPER:

Mascara was the bestselling makeup product in US brick-and-mortar stores in 2021, while UK shoppers bought one popular volumising mascara every nine seconds in 2019. It is a beloved cosmetic product that consumers are not willing to sacrifice.
A mascara’s longevity, however, makes it suitable for refill services. Izzy’s reusable tubes are manufactured from American-made stainless steel, designed to be cleaned and refilled over 10,000 times. Founder Shannon Goldberg told Packaging Europe that they “should be around for the next 2,500 years if customers respect the closed-loop process.”
To deter customers from discarding mascara tubes or reusable mailers, a USD 30 restocking fee is applied when products are not returned.
The brand claims that by regrounding and remoulding the plastic brushes and wipers after use, its mascara uses 94% less plastic than leading brands. A circular system is imperative for avoiding waste, but a reusable brush could eliminate plastic use altogether.
The D2C company’s manufacturing takes place within a 400 mile radius of its brand base. It claims its manufacturing methods and reuse system mean its products have a 78% smaller carbon footprint than the industry standard mascara, after 25 refills.
Currently, retailers cannot support Izzy’s refill model, therefore the brand has opted out of traditional retail partnerships in order to maintain a closed-loop status. Having received USD 2 million in funding, the brand recently trialed a six-month activation at the New York branch of Showfields, a store that curates mission-driven products. Customers shopped at digital stations, and Izzy delivered orders to their homes.
The water from the brand’s patent-pending antibacterial cleansing process is reused and the brand is certified Carbon Neutral. One estimate suggests Izzy’s carbon footprint is 242% lower than two comparable leading prestige mascara brands.

"I wanted to provide my daughter with truly sustainable options when it came to cosmetics. Beauty products that were clean, planet-friendly and performance-driven."

Shannon Goldberg - Founder and Chief Zero Waste Officer, Izzy

Key Design Considerations:

Go further with a reusable wand

Izzy’s mascara wand is made from plastic. Could you use a lid or stopper to seal the tube in transit and design a reusable alternative that the user can keep, rather than sending back for recycling? Plastic-free toothbrushes could provide inspiration - made from materials, such as Bamboo, stainless steel and Aluminium, and finished with bristles made from castor oil.

Transit emissions could add up

Shipping for refills will grow your carbon footprint. Could you implement a network of localised refill stations or would compostable or recyclable materials have a lower impact if you cannot expand?

Retail scalability

Retailers will likely be unwilling to assume responsibility for refills and sanitising. Is it feasible to supply stores with refilled products and support them with returns logistics or could in-store refill stations be the answer?