e.l.f. Beauty Reduces More Than One Million Pounds of Packaging Materials

In 2020, the Company announced that it had eliminated an estimated 650,000 pounds of waste and earned three design patents for packaging innovation. e.l.f.

Beauty’s Chief Creative Officer, Ashley Rosebrook, who spearheaded the effort and has continued to work in imaginative ways to reduce the footprint of the Company’s packaging, shared more on the journey: “We named this initiative Project Unicorn because, like the mythical creature, no one thought it could actually be possible,” recalls Rosebrook.

“We were determined, and through design and teamwork, we proved it could work; when we thought outside the box, we were able to eliminate the box.” This year, Project Unicorn gained even more momentum, resulting in additional waste reduction.

Stripping away secondary cartons, vacuum formed trays and paper insert cards, and slimming down secondary packaging, Project Unicorn has streamlined packaging for more than 200 SKUs across multiple categories…