Meiyume’s newfound focus on sustainable beauty solutions is pretty impressive. 90% of its innovation revenue is now dedicated to the sector - a number far and above many of its competitors - and its innovations are not trying to reinvent the wheel either. A champion of traditional materials, from aluminium to glass, Meiyume is utilising both material swaps and systems change solutions to reduce the industry’s impact, but it needs said industry’s leaders to adopt its solutions to scale.