Āether Beauty launches lip products.

Āether Beauty is gaining clout in the clean color cosmetics space, carried at the likes of Sephora and Credo, and now the prestige brand is launching its next feature: lips.

The new lip product that launched online today at Sephora (it will be exclusive to the retailer for one month before going direct-to-consumer in February) is what the company claims as the “first 100 percent recycled and 100 percent recyclable lip component in the beauty industry.”

Breaking down the Radiant Ruby Lip Crème, the packaging employs Forest Stewardship Council-certified paper and soy-based inks, while the product component itself (e.g. plastic tube, wand and lid) is 100 percent number-one PET recycled plastic, the most readily recycled plastic. But that’s aside from the soft tip applicator, which the customer must snip and discard due to its small size.

With sustainability in mind, brands like Beautycounter and retailers like Credo are digging into ingredients and packaging by producing their own standards. For the former, banned ingredients are listed in “The Never List,” and for the latter, the “Dirty List.” Last May, Beautycounter partnered with standardized labeling system How2Recycle to streamline its communication visible on its packaging to consumers, which accounts for component materials, preparation for recycling and degree of recyclability.

Earlier in January, the brand’s founder and creative director, Tiila Abbitt, spoke to WWD about the beauty industry’s lack of commitment to recyclable packaging. Prior to founding Āether Beauty, Abbitt was head of research and development for sustainability at Sephora on top of acting as senior director of product development at the company.

“We believe it’s the brand’s responsibility to design better packaging. And we are doing just that. As far as what’s next, we are launching cheek palettes in the spring as well as mini palettes in the fall,” Abbitt told WWD.

For More Sustainability News, See:

The Beauty Battleground Is Still Mired in Plastic, Faulty Claims

Credo Beauty Tightens Standards in Effort to Define Clean Beauty

Bite Beauty Goes Vegan, Launches Complexion Range

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