Product

Max & More

Category

Personal care

Challenge

Stop use of black plastics in packaging

Environmental issue

Increase recyclability

Traditionally, a lot of make-up is sold in sleek, black packaging. This is because consumers tend to associate black with elegance and sophistication. It also stands up well to wear over time.

But this packaging can be hard to recycle. We have been removing it from our Max & More cosmetics range, which includes lipsticks, mascaras, eye shadows, nail polish, and face creams.

Action's packaging experts worked closely with suppliers, including Max & More, to phase out traditional black plastic from its cosmetics packaging, replacing it with lighter, pastel colours.

Recycling black plastic is not impossible, but waste sorting systems simply do not recognise black pigments. So, even if black plastic is separated at the point of collection, it still often ends up in landfill.

We are also working to phase out black plastic from other product packaging, including most recently our Palazzo coffee brand.