Returnity: Reusable Shippers for Circular Beauty Brand

The Need: In the U.S. alone, more than 200 million tubes of mascara are discarded a year. In the height of e-commerce, consumers are ordering beauty products online – contributing to both the product packaging and shipping packaging waste. Izzy Beauty sought a clean, cruelty-free, and zero waste solution for the shipment of mascara.

The Solution: Returnity custom designed a reusable shipping bag for the world’s first zero-waste mascara brand. The sleek, lightweight, and flexible mailer bag accommodates up to 5 mascara tubes. With the help of our reusable shipper, Izzy is taking big steps to reduce plastic waste with a prestige mascara that is 100% reusable, 100% recyclable, 100% certified CarbonNeutral®, and 100% gorgeous.

What makes it particularly smart or circular? Returnity partnered with Izzy to help become the world’s first zero-waste mascara brand. Every three months, Izzy customers receive a refillable tube of mascara in Returnity’s custom designed reusable mailer bag. When the mascara tube is empty, the customer sends back the product in the reusable mailer bag with a pre-paid shipping label. This program’s inherent level of circularity enables the reuse of the product and package.

Results, Benefits, and Outcomes to Date: The steel mascara tubes are designed for 10,000 refills, thus eliminating 10,000 discarded mascara tubes from landfill. Returnity’s reusable mailer bags are guaranteed to last at least 40 cycles, thus eliminating 40+ single-use mailer bags, destined for landfill.

Which of the Pact’s 4 Targets does your work help achieve? Target 2

How are you communicating your success? This program has been highlighted in Vogue, Refinery29, and Forbes.

Core Team, Partners, & Participants: Returnity, Izzy Beauty

Quote: “Great product, phenomenal customer service and our customers just love our Zero waste shipping bags!“ – Shannon Goldberg, Chief Zero Waste Officer, Izzy Beauty

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