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.