Krave Beauty’s Sustainable Lip Jelly

US-based Krave Beauty recently launched the Plumptuous Lip Jelly – its first colour product beyond its skincare range. Sustainable packaging is at its core: the product eliminates 76% of plastic waste thanks to the reusable metal applicator and subsequent refills. In response to existing refill products on the market that tend to be too bulky and pose the risk of generating more waste with excess materials, the brand custom-moulds its refills to ensure they reduce the carbon footprint. 

The lip product delivers a nourishing and hydrating tint in four colourways via an oil-forward texture and skin-mimicking ingredients, including a MaxiLip peptide, smoothing out lips for a fuller and softer finish.

Merging delightful sensory innovations with sustainable formulation, 55% of the formula is made up of upcycled ingredients, including plum oil sourced from French plum kernels – a food industry by-product. It also contains triolein, an emollient derived from olive oil by-products. As we explore in Beauty Sustainability: What to Do About Waste, repurposed waste is at the centre of exciting developments as perceptions about its value shift. Beauty brands are upcycling in a more meaningful way by looking to industrial leftovers and finding better ways to use them without disrupting biodiversity.

“For too long, the make-up industry has thrived on unsustainable practices and ingredients,” said Krave Beauty’s founder Liah Yoo. “Traditional formulas are often loaded with harsh chemicals, synthetic fragrances and unethically sourced ingredients, leading to skin irritation and resource depletion.”