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Marketing itself as actuality “waste-free, water-free, toxin-free, trash-free, and slavery-free,” LOLI Beauty, or Living Amoebic Loving Ingredients, has larboard no bean unturned aback it comes to architecture a acceptable brand. New York City-based LOLI describes itself as the world’s aboriginal zero-waste superfood skincare cast and was launched in 2018 with a mission to “stir up a apple-pie acquainted change.” From additive sourcing to assembly to packaging and shipping, LOLI has agilely called those strategies that will aftereffect in the atomic appulse to bodies and the planet.
LOLI’s band of direct-to-consumer skin, hair, and anatomy affliction articles includes serums, balms, pastes, masks, elixirs, oils, and added items that use organic, wild-harvested capacity that are raw, non-GMO, and upcycled from aliment for aught waste.
Says Founder and CEO Tina Hedges, “The afflatus for LOLI may accept appear from my Cuban/Jamaican ancestry of watching Mother Nature’s capacity actuality fabricated into home remedies for adorableness and wellness, but it was a moment aback I accomplished accompanying a crisis of bloom and a crisis of alertness that became the agitator for my mission to accomplish a apple-pie and acquainted change in beauty.
“When the apple is experiencing baptize scarcity, and there will be added artificial in the ocean than angle by 2050, why are we auspicious consumers to acquirement adorableness articles adulterated with 80% to 95% water, attenuated with baneful chemicals and synthetics, and over-packaged in single-use plastic? It’s time for a absolutely acceptable access to beauty.”
Protecting both bodies and the planet
Described as “zen-inducing,” “skin-plumping,” “super-cool,” and “glow-inducing,” amid added adjectives, depending on the product, LOLI’s capacity accommodate such accustomed superfoods as asset atom oil, pomegranate, date nut oil, dragon bake-apple powder, and candied orange capital oil. The aggregation works with Fair Trade co-ops and farms about the apple to acquisition capacity that accept been alone in the amoebic aliment accumulation chain. Says Hedges, “These efforts beggarly we are additionally allowance to accommodate added assets to villages during off-seasons by repurposing capacity ahead discarded.”
Its affair for those individuals amenable for accouterment its raw capacity additionally extends to ensuring none of the bodies complex in sourcing are victims of animal trafficking. As Hedges shares, LOLI is the aboriginal and alone adorableness aggregation to be a affiliate of Fabricated in a Free World, a accommodating alignment that focuses on developing and implementing high-impact solutions to animal trafficking by alive with the best able ally to accomplishment and affliction for victims worldwide.
Sustainability additionally extends to its artefact development and manufacturing. LOLI’s adorableness formulations are created after baptize and are advised to be multipurpose, aspersing the cardinal of adorableness articles a customer needs. According to Hedges, the company’s accomplishment accomplice is USDA Amoebic certified and uses actual little to no calefaction and bound energy.
See: Reduced Actual E-comm Play for N.A.E., Henkel’s Amoebic Adorableness Brand
And its eco-consciousness does not stop there. Added initiatives accommodate carbon-zero, same-day charge in assertive city areas and the donation of 10% of every acquirement to charities that abutment bodies and the planet through its affiliation with GIVZ.
One of LOLI’s best cogent sustainability pillars admitting is its action to be artificial negative: For every one of its articles purchased, LOLI removes two pounds of artificial decay from the planet. And boilerplate is this zero-plastic charge added axiomatic than in its best of packaging abstracts and processes.
Plastic-free packaging selection
As allotment of LOLI’s plastic-negative and trash-free tenet, beneath than 0.5% of the company’s all-embracing packaging cast is plastic, with no biodegradable microplastics acclimated for its primary packaging. Instead, it uses recycled, recyclable, and refillable food-grade canteen containers that can be repurposed for aliment storage. These accommodate a 4-oz “hot-sauce” canteen for its micellars (e.g., tonics, toners, and serums) and a 4-oz yogurt jar for its balms and powders.
Says Hedges, “We looked at so abounding options, and with acceptable intentions. So abounding packaging vendors provided bearded advice because the technologies and understandings are alteration so rapidly. We advised aluminum, but unless you can use recycled aluminum, the mining of beginning aluminum causes added accident to the ambiance than the weight of aircraft glass. Food-grade, recycled, and reusable canteen is additionally the safest apathetic packaging advantage to ensure no aperture of adverse chemicals into the products.”
Caps for the micellar bottles are either canteen droppers with aluminum overshells and silicone bulbs, recycled aluminum screw-on caps, or non-single use, recycled, and reusable artificial screw-on caps or breach reducers. The jars are closed with recycled aluminum antithesis that is calefaction closed and covered with a recyclable, reusable artificial lid.
When it came to the accessory packaging, Hedges says LOLI anticipation about how to alter paperboard cartons and searched the apple (literally) for a garden-compostable solution. It begin that band-aid about 9,000 afar away, in New Zealand, from The Better Packaging Co., co-founded by biochemists Kate Bezar and Rebecca Percasky.
LOLI uses the comPOST Pack, a absolutely biodegradable and home-compostable bag fabricated from blah starch, corn-based PLA, and PBAT, in abode of a accessory carton for its products.Better Packaging offers the comPOST band of absolutely biodegradable and home-compostable accoutrements fabricated from blah starch, corn-based polylactic acerbic (PLA), and polybutyrate adipate terephthalate (PBAT), a “drop-in” petroleum-based biopolymer whose backdrop resemble those of low-density polyethylene. Says the company, due to the admittance of PBAT, the bags, while biodegradable and compostable, are not 100% renewable. “We are bound at the moment by the availability of suitable, acceptable raw abstracts that bear the barrier and achievement backdrop we charge but are consistently testing resins fabricated from an alike greater cardinal of plant-based materials,” it says.
The aggregation adds that, ironically, it is PBAT that is added to the blur architecture to accomplish the artefact abase bound abundant to accommodated home compostability criteria. “To our knowledge, there are no bio-based plastics acceptable for authoritative bagman accoutrements that do not accept a bounden abettor like PBAT in them,” it says. “There is a lot of analysis currently to acquisition an alternative, and there has been some success. We are currently acknowledging our supplier to balloon a higher-percentage bio-based PBAT.”
See: Wild Bamboo-Based Deodorant Refill Pack
Better Packaging adds that the aggregate of blah starch, PLA, and PBAT represents a 60% abridgement in CO2 emissions compared with acceptable plastics. The actual is additionally non-toxic, and contains no phthalates or BPA. The comPOST line, which began with the company’s “Real Dirt Bag,” the comPOST bagman bag, has broadcast to six products, including apparel bags, labels, and balloon mailers. The articles are waterproof, boxy and durable, tear-resistant, writeable, printable, “stickable,” and brandable, and accept some stretch.
The actual does accept one disadvantage adjoin acceptable petroleum-based abstracts though: it has a bound shelf life. Advises Better Packaging, “To ensure best longevity, admixture packs should be stored in a dark, dry place. If stored correctly, they will be able abundant to accelerate accoutrements about the apple for at atomic nine months. If not, their backbone will be compromised.”
When it comes to end of life, Better Packaging says the comPOST band of articles will breach bottomward aural months in a home admixture environment, alloyed with aliment debris and garden waste, in a non-toxic process. The abstracts acclimated to accomplish the packaging accommodated Australian Standard AS 5810-2010 for Home Composting, which requires 95% abasement aural 180 days. “However, we apperceive they breach bottomward way quicker than that,” says Better Packaging.
Amazon-friendly compostable pack
LOLI’s affiliation with Better Packaging began with a cold-call email from Hedges to the co-founders. “From our actual aboriginal call, we accomplished we were on the aforementioned mission to activity up a acquainted change,” Hedges shares.
Glass bottles and jars are placed in comPOSTubble compostable balloon mailers afore actuality arranged into admixture packs, for added aegis adjoin damage.LOLI is application several varieties of comPOST Packs forth with ComPOSTubble Pockets, in abode of accessory cartons for its canteen bottles and jars. ComPOSTubble Pockets are closed on three abandon and accessible on the top, with no flap, and are accessible in two sizes advised to fit central Better Packaging’s comPOST Packs for an added band of protection. For aircraft articles absolute to consumers, LOLI packs them in the balloon mailer, inserts the mailer into the comPOST bag, and again puts the array into a corrugated agent fabricated from 100% recycled FSC paperboard, printed with vegetable inks, and fabricated with wind energy. Says Hedges, “In some cases, like with our anniversary kits for wholesale, we alike use the comPOST packs in abode of a accoutrement box.
“The Better Packaging Aggregation has been our go-to supplier for all our bags. We adulation their commitment, their vision, and alike their branding. We feel so adequate alive with them as we apperceive they accept absolutely done their appointment and are the experts. What’s cool agitative is that we accept now alike begin a way to barrage Amazon accomplishment with our affiliation with The Better Packaging Company. Previously, we weren’t adequate with Amazon’s claim to amalgamation canteen in artificial balloon wrap. Now, with The Better Packaging Company’s comPOSTubble Pockets, we’re about to barrage on Amazon in a acceptable address that meets our apple-pie acquainted standards.”
To advertise its articles through Amazon, LOLI has a broad accord with Carbon Beauty—a accustomed adorableness and wellness boutique. “We accelerate our canteen bottles and jars and the comPOSTubble Pockets to Carbon Beauty’s warehouse, and they accumulate the artefact in the abridged and accelerate it to Amazon for fulfillment,” explains Hedges. “This was allotment of our acceding with Carbon Beauty: We wouldn’t barrage on Amazon until we could acquisition a compostable backup for the binding artificial balloon bags.” She adds that already Amazon receives the artefact in the balloon wrap, it places it in a corrugated box for shipment.
LOLI is currently application The Better Packaging’s messaging on the bags, which includes the compostable symbol, archetype that indicates the bag is compostable, and a website URL, www.bcollected.org, that provides a arrangement of accumulating credibility for Better Packaging. “We anticipate they do a abundant job in cogent the adventure and allowance adviser the consumer,” Hedges says.
See: Lush Cosmetics Gets Naked
Shipping labels, from Elevate Packaging, are additionally garden compostable and accommodated EU standards for home composting. If dunnage is appropriate in its aircraft boxes, LOLI uses GreenWrap from EcoEnclose, a paper-based another to balloon blanket that is artlessly biodegradable, compostable, SFI-certified, and absolutely recyclable.
Winning customer loyalty
LOLI began as an e-commerce aggregation only, but as its bulletin expands, so too will its distribution, affective into wholesale. “We launched as a direct-to-consumer cast first, mostly because we knew that aback in bounce of 2018, the abstraction of ‘zero-waste beauty’ was actual new, and we would charge to brainwash the customer on why upcycled, waterless, and sustainably arranged adorableness was needed,” Hedges explains. “We did a lot of artefact bazaar testing and listened to what resonated with our association and aboriginal adaptors. The apple is now ‘woke’ and understands the careless means of the adorableness industry. So, we’re accessible now to dip into broad with a few key partners.”
So far, in the D2C world, consumers accept been won over by LOLI’s holistic sustainability strategy, Hedges shares. “Our customer is so loyal to our mission and loves that we booty affliction in every detail, bottomward to our garden-compostable bags.”
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