World first captured-carbon cosmetic tube

Following a year-long development process, Element Beauty Group and Caliray have developed a tube made of captured-carbon, a world first in the beauty industry.

Caliray's hero product face primer called “so blown” a face primer has now re-packed it into a improved tube with stronger performance for better lifespan. This tube has been designed for easy recycling with its upcycled plastic cap and captured carbon body. Caliray & Element Beauty Group are also partnering with Pact Collective, to ensure smooth and effective recycling through a mailback program with its consumers.

Beauty Veteran, Wende Zomnir, founder of Caliray (and former founder of Urban Decay expresses that she is " so proud to release on the market the first ever captured-carbon tube, that demonstrates our true commitment to sustainability in beauty while delivering amazing products. ''
" We've been working on this solution for months.  It is a groundbreaking innovation for the beauty market “, adds Nick Gardner, co-founder of Element Beauty Group.

The tubes are currently in production and will be released on the market in September 2024.

What is Captured-Carbon packaging

Developed in partnership with carbon capture and utilisation technology company, Carbon Upcycling, it’s the first and exclusive application in the market for the cosmetics industry. It's a powder additive made from sequestrated CO2 and inorganic powder feedstock which gives more strength to the plastic materials; it increases tensile strength, longevity and durability. It is extending the lifespan of recycled plastics by at least 4 times when mechanically recycled. 

“We're upcycling waste instead of introducing new virgin materials to the world.” states Nick Gardner.

Which application will it work with?

“We are primarily integrating it into packaging that will most probably - if not certainly - end-up in landfill, hence the first application in tubes with Caliray.
This technology is available for LDPE and HDPE (Low Density & High Density Polyethylene), and PP (Polypropylene), but the possibilities are infinite. We currently focus on applications with tubes, deodorant sticks, tottles, PP mascaras components, which are less likely to be recycled because of the sheer physical size.” explains Nick Gardner, co-founder of Element Beauty Group.

The additive actually improves the molecular structure of plastics, allowing for recyclability and integration into current recycling streams. It also allows materials to keep the Food Grade designation for added safety (FDA approved).

Main benefits: 

• Removal of CO2
• Reduction of Greenhouse Gases
• Reduces the Carbon Footprint
• Improves the durability and strength of the PCR.
• Increases the multiple for recycling potential
• At the end of Life - becomes a carbon sink.Trapping the CO2 permanently

This innovation helps reduce waste while making waste of better quality. We know that sourcing good quality PCR on the market is challenging, and with this technology is able to release better PCR to the market.