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Sustainable Packaging & Conscious Consumerism

Sustainable Packaging & Conscious Consumerism

What if climate change wasn't real? What if plastics weren't contaminating our oceans and deforestation threatening our world? 

Would sustainable packaging or conscious consumerism still matter? What if we were wrong about climate change and we created a better world for nothing?

Eco-Friendly choices, for consumers and businesses alike, create a sustainable atmosphere for a better, cleaner and more mindful world and is something we should all be jumping for joy about - regardless of where you stand on the spectrum. 

So, what's the solution? You may have heard about trends like Eco-Friendly packaging and purchasing, conscious consumerism or zero waste initiatives, but what does that mean? 

We explored these trends and tried to do our part to eliminate as much waste right at the development stage of our business and have implemented many of these practices into our day to day business decisions. 


What is Eco-Friendly Packaging?

A major part of the solution can be found in something so simple as the packaging of your everyday products and purchases. Also known as green or sustainable packaging, Eco-Friendly packaging is a way to assist in reducing carbon emissions, generate less waste and protecting the planet. 

Generally made up pf recycled or renewable materials or biodegradable or compostable materials, starting here is one way that is sustainable for our planet and for our future. Some key features of this packaging and what makes is such a great place to start is that it:


  • Produces little to no environmental waste by reusing materials that have already been generated and repurposing them mindfully
  • Is composed of biodegradable or compostable materials that go back into the place they came from 
  • Is a much safer alternative for people, animals, ecosystems and the environment so that all future generations get to enjoy the Earth too
  • Lowers carbon footprints. Lower production emissions means that it generates a far smaller carbon footprint for us to then offset (how can we offset it, you ask? We donate a portion of our sales to a partnership with Tree Canada to plant trees in areas of Canada affected by deforestation. Supporting businesses that contribute to the re-planting of trees is a great way for you to help and even encourage offsetting sometimes unavoidable carbon footprints that are a necessary part of business)


What is Sustainable Packaging?

This isn't just a nice to have, it's a must. Similar to Eco-Friendly packaging, sustainable packaging has a focal point on reducing footprint, today and for the future.

Our current lifestyle and trend of consumer purchasing shows a scary looking outcome for future generates at the rate we have been going - consumers have become increasingly aware of the statistics and business are responding (rightfully so!). The best part of this is that it shows that YOUR purchases matter (and this is the entire premise around conscious consumerism). Big companies are joining the fight and start up businesses are incorporating it in their business plans from ground level up. 

Packaging sustainably means that we can sustain our planet, our purchases and our lifestyle, without compromising the planet.  It minimizes waste and pollution that ultimately poisons our landfills and oceans. Anyone can turn a blind eye but the problem still exists and it is growing exponentially, begging for our attention and ACTION.

The Sustainable Packaging Coalition (SPC) offers the following 8 criteria for packaging to be considered sustainable:

A. Is beneficial, safe & healthy for individuals and communities throughout its life cycle

B. Meets market criteria for performance and cost

C. Is sourced, manufactured, transported, and recycled using renewable energy

D. Optimizes the use of renewable or recycled source materials

E. Is manufactured using clean production technologies and best practices

F. Is made from materials healthy throughout the life cycle

G. Is physically designed to optimize materials and energy

H. Is effectively recovered and utilized in biological and/or industrial closed loop cycles


Conscious Consumerism - What is that??

Simply put: Conscious consumerism is a way of casting your vote by purchasing ethical products, avoiding unethical companies and not making impulse purchases by asking yourself first if the purchase is necessary. Once a purchase has been 'mulled over', the question is then asked, who will I purchase from? Businesses which have a planet over profit mission or values are often the deciding factor.

It actually dates back to the 1970's (or arguably 1959, when economist James Buchanan stated that individual participation in the economy is a form of pure democracy, in his article Individual Choice in Voting and the Marketand has evolved over time to what it is today.

Buying practices are driven by a consumer commitment to purchase products that have positive economic, environmental and social impacts. 


Our Efforts

Our magnetic eyeliner container is made of bamboo, often referred to as ‘green steel’, it is an exceptionally durable, natural material that has a rapid growth rate – making it the perfect fit to meet our goal in minimizing our impact and using more sustainable materials available to us. The ultimate deciding factor for us? Bamboo can grow to full size in just 3-4 months, while a standard tree can take upwards of 30 years. While not as luxurious as the rival plastics, the long term solution is far more appealing. 

Our outer eyeliner packaging is made of stone paper with a much smaller impact than even biodegradable packaging in terms of production. Stone paper is a new type of printing substrate which requires far fewer resources in its production process than traditional paper production. Among many other interestingly sustainable features, our eyeliner boxes are composed of 80% calcium carbonate and 20% high density polyethylene (HDPE) which make the boxes endlessly recyclable, uses no trees, water or additives and generate no toxic emissions during incineration.

Our next focus was on our eyelash trays. Traditionally, eyelash trays typically come in plastic but research and statistics show a scary looking future if we do not start to curb the excessive use of plastics where not necessary. We worked tirelessly with our supplier to find a solution that would work for our long term goals and we present to you – Sugar Cane Bagass trays. Sucarcane products normally biodegrade in 90 days in comparison to plastics, which can take up to 400 years to degrade.

We proudly support the National Greening Program with Tree Canada. Tree Canada targets areas where there is a need for reforestation or afforestation due to human activity or other causes. Over 400,000 trees per year across Canada are planted by Tree Canada with the help of donations made to this program.

About Tree Canada

Tree Canada is the only national non-profit organization dedicated to planting and nurturing trees in rural and urban environments. Through their programs, research and educational efforts, they have helped restore tree cover in areas hit by natural disasters, guided communities in managing their urban forests, helped green 660 schoolyards and organized urban forest conferences. To date, with community partners and sponsors, they have planted more than 82 million trees. 

Visit to learn more!


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