When it comes to our planet, we humans have a strained relationship with it to say the least: record high temperatures, increasing acidity of ocean waters, and shrinking ice sheets are just a few of the negative changes scientists attribute to human activities over the past century. Whilst we connect most of these sad events to heavy polluting industries (like Petro Chemicals, Construction) we don't make the connection so easily when it comes to something as pleasant as Beauty. Many Beauty Brands lure us with a beautiful story, great products and gorgeous packaging but tell us little about what it requires in terms of resources to create these products or what happens with them after we toss them away.
But fact is that the Beauty Industry is one of the biggest contributors to the ever growing pile of Landfill waste polluting our planet:
A shocking 30% to 40 % of the total Landfill waste comes from personal care packaging.
Luckily there are pioneers in the industry effecting profound systematic change and few have done more to break the cycle of our disposable habits than Danish born make up artist Kirsten Kjaer Weis, founder of her namesake Organic Make Up Brand Kjaer Weis. Founded in 2010 Kjaer Weis goes beyond being just an amazing Organic Luxury Make Up Brand.
Kjaer Weis has had a focus on sustainability throughout the early development of the brand. She decided what would hold the makeup would need just as much consideration as the makeup itself, a choice that lead her to partner with award-winning designer Marc Atlan. An internationally recognized creative director, he not only masterminded the packaging, but the overall architecture of the Intelligent Refill System.
Months were spent perfecting particulars from the obvious, like the white enamel logo, to the subtle, like the satisfying sound of the compact closing.
“This much attention had to go into the packaging, because it is something you’ll ideally keep for a long time; I didn't want this line to be about throw-away beauty' explains Kirsten, 'So much of high-end makeup is about beautiful packaging, and of course it really is part of a luxury experience,” continues Kirsten. “But then you just throw away these perfectly good, beautiful objects once the makeup is gone, and that doesn’t make sense to me.
The Luxurious Metal Compact cases were designed as a refill system to keep reusing. 'If It Is Silver, Keep It! is the brand's motto, meaning every compact case whether a Foundation, Blush, Mascara or Lipstick can be refilled once empty as demonstrated below.
For what can not be refilled, Kjaer Weis does what it can to minimize waste as well. The red outer boxes do not come in cellophane wrapping and are glamorous enough to repurpose as colorful little catch-alls on a desk or vanity.
'For us sustainability is honouring what we can hold on to. Every future product in development will remain refillable. “It’s a core piece of this brand’s DNA, It’s just who we are.“
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