There is a brave entrepreneur who launched a line of plant-based makeup rather than using fossil fuels. In June, this very entrepreneur was the recipient of an $8.2 million offer from the venture capital team of L’Oréal. The original collection of the product line includes 12 liquid eye-shadows that are long-lasting, 3 eyebrow mascaras, and 3 waterproof mascaras. 21 lipsticks were then added to this list.
An Expensive Change
The long-wear makeup demand constitutes one-fourth of the makeup market. It has a valuation of $12 billion. There is a vital ingredient that is used in them called isododecane. This ingredient can be obtained and synthesized from the plants but the cost is 100 times more expensive than using crude oils.
A Change is Coming
Luckily for Global Bioenergies’ Marc Delcourt, a company that is looking to use isododecane for cleaner jet fuel, now has a new client – L’Oréal. This cosmetic giant has also been looking for this very chemical in the pursuit of reducing the use of fossil fuels in the cosmetics industry. Delcourt even mentioned in an interview with Bloomberg that cosmetics will be the first industry to stop using oil-based products and lead the world towards greener choices.
The cosmetics are 90% made from plants and olive oil, vegetable waxes as well as isododecane. They will be placed in plastic that is recycled and the packaging will be made from cardboard, with the inclusion of aluminum glass and cases. This will be a great change from the usual line of products that are never in tandem with the green cause. The change has begun and the hope is that soon, every other brand will follow suit. L’Oréal is taking a huge step, and in the right direction, and is surely spearheading the cause of sustainable choices. If things go well, then it will not be long before buying 100% crude oil-free makeup becomes a common practice.