Element & Caliray release the first captured carbon tube in the beauty industry
Following a year-long development process, Element Beauty Group and Caliray - californian beauty unfiltered - are proud to announce the launch of a cosmetics tube made of captured carbon, a world first in the industry.
With its hero product “so blown” a face primer, Caliray as 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.
" We are 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. '' expresses Wende Zomnir of Caliray.
"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 cosmetics industry market. It's a powder additive made from sequestrated CO2 and inorganic powder feedstock, which gives more strength to plastic materials, increasing tensile strength, longevity, and durability. It is extending the lifespan of recycled plastics by at least four times when mechanically recycled. “We're upcycling waste instead of introducing new virgin materials to the world,” states Nick Gardner, co-founder of Element.
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), as well as PP (Polypropylene), but the possibilities are infinite. We currently focus on applications with tubes, deodorant sticks, bottles, PP mascara 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 - it becomes a carbon sink. Trapping the CO2 permanently
End of life
“We're working on the assumption that most beauty packaging will, with a 90% chance, end up in landfill. We're dealing with a horrible reality but trying to make the best of a bad situation,” Gardner explains. “In the inevitability that our product ends up in a landfill, what it will have done is trapped carbon from entering the atmosphere, and it will be inert. It will be better to waste plastic sitting in a landfill with all of the other mostly virgin plastic.” (source: Beauty Matter).
Our partnership with Caliray has enabled us to create the world’s first packaging made with fully sequestered carbon. Together, we are leading the way to a greener, more sustainable beauty industry. 🌍✨