Cosnova focusses on more sustainability for beauty products

Sustainability is no longer just a trend. Consumers are also taking a critical look at the materials used in the packaging of beauty products and what happens to them after use. The German cosmetics company Cosnova is facing up to the challenges and taking a broad approach to the topic.

With the two new Clean ID Mineral Eyeshadow Palettes for light and medium skin types, it's time to let your eyes shine. And you can do this without a guilty conscience. The six vegan, highly pigmented and super soft nude shades each consist of 91 per cent from natural ingredients. Like the entire Clean ID range, they are free from microplastic particles and silicones. The beautiful new packaging consists mainly of recycled paper. This means that 70 per cent less plastic is needed and even the vegan printing ink does not require mineral oil.

In its light blue plastic casing, the CATRICE Glam & Doll Volume Mascara Waterproof doesn't look like a pioneer from the German beauty company Cosnova, even at second glance. Because 82 per cent of packaging is made from recycled materials, components that are made entirely from recycled plastic. The remaining 18 per cent are deliberately made from new plastic. They come into direct contact with the product, which means that the mascara can be guaranteed to be absolutely free of harmful substances.

„In view of climate change and other global challenges, we see it as our responsibility to make our contribution to a more sustainable world.“ Silvia Steinert, Director of Corporate Responsibility at Cosnova

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The use of recycled materials is a pillar in the „Zero waste“ strategy of the Hessian medium-sized company, which has developed from a small start-up to the volume market leader for colour cosmetics in Germany and Europe with its brands - including essence, CATRICE and L.O.V - in just a few years.

Saving materials is the most effective way to conserve resources

„We are aware that our strongest leverage lies in our daily actions. When it comes to packaging, we are therefore guided by the question: How can we achieve a general reduction in waste in our supply chain?“ emphasises Silvia Steinert, Director of Corporate Responsibility at Cosnova. The Avoidance of Virgin Plastics is right at the top of the list. When developing new products, the packaging experts consider from the outset which parts and materials are really necessary. After all, the most effective way to conserve raw materials is to not use them in the first place. In this way, considerable quantities of new plastic can be saved without having to compromise on performance.

Plastics For Change: Cooperation for more recycling

For old packaging to be turned into new packaging, it must be recyclable. This is particularly important in the global context This is a challenge, as only a few countries have an elaborate recycling system like the one that exists in Germany, for example. And even in this country, numerous criteria such as the purity of the individual parts or the colouring must be taken into account. In addition, only those types of plastic should be used for which there is an established recycling stream.

Developing and newly industrialising countries in particular are still at the very beginning when it comes to infrastructure. India, for example, has virtually no recycling system. After a single use, plastic products end up in landfill sites, are incinerated or find their way into the sea via rivers. In order to contribute to an improvement here, Cosnova supports the non-profit organisation Plastics For Change. A joint project in the cities of Mangalore and Bangalore is helping to set up and expand two plastic collection centres. Workers collect carelessly discarded plastics in the neighbourhood and process them, for example by removing labels from bottles and compressing them. This creates the basis for recyclate. The concept therefore helps in three ways: local people receive fairly paid and safe work. In addition, the environment is relieved and more material is available for recyclates.

The beauty company is planning a long-term collaboration with this NGO and is currently testing whether the raw materials obtained in this way can also be utilised for the packaging of its own products and thus directly close the cycle. Cosnova wants to help reduce the costs of recyclates and thus develop them into a real alternative in economic terms.

Cosnova also takes PoS items and transport packaging into account

If suitable, recyclates are not only used for direct product packaging, but also in beauty shops. These are counters for product presentation whose modules and inserts are refitted at least twice a year due to the regular updating of the product range. Since the beginning of 2020, Cosnova has also been using recycled materials here in collaboration with a supplier. This year alone, the counters saved on the inserts for the spring/summer range from essence and CATRICE Thirteen tonnes of new plastic in. This is roughly equivalent to the weight of four and a half mid-range cars. The company is also working on reducing the number of parts used and reusing components.

Suppliers can already avoid a lot of waste in transport packaging on the way to the retailer. Cosnova has developed a List with minimum requirements and desirable measures. Business partners are obliged to use the highest possible proportion of recycled and certified materials for their transport packaging.

[infotext icon]According to the company's own sustainability strategy, Cosnova GmbH, based in Sulzbach, aims to increase the proportion of recycled materials across its entire product range to at least 50 per cent by 2025. In the same period, up to 75 per cent of packaging is to be converted to recyclable. In addition, up to 30 per cent of resources are to be saved through lean packaging design[/infotext].

Life cycle assessment of plastic better than its reputation

In view of the many measures taken by the beauty company to make its plastic packaging more environmentally friendly, the question arises: Why not simply use other materials? Simply because the versatile recyclable material is particularly good for the specific requirements and its ecological footprint is often better than its reputation. For example, less energy is required for production than with other materials. Due to its low weight, plastic saves a lot of CO₂. With sustainable concepts such as the light blue Glam & Doll mascara, Cosnova wants to make plastic and the entire recycling chain more environmentally friendly. Because the future is also green in the cosmetics industry.

Further information on http://www.cosnova.com