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At Element Group USA, sustainability has been part of our DNA from the start. From championing early "Renew, Reuse, Recycle" and "Design for Recycling" efforts, to offering the beauty industry its first carbon-capture packaging, we’re committed to pushing boundaries that matter.
This Earth Day, we were proud to spotlight a groundbreaking innovation created with our longtime partner, caliray: The So Blown Clean Blurring Primer, now packaged in a carbon-capture tube. Yes, really.
This next-gen tube is made using captured CO₂—pulling emissions from the atmosphere and giving them a new purpose, thanks to the game-changing tech at Oco. As Caliray puts it:
"We like to call it ‘recycled air’—carbon sequestered and infused into the bioplastic tube we were already using."
We’ve partnered with Caliray since their launch, starting with the Endless Sunset Face Palette made of refillable bamboo, and the Come Hell or High Water Mascara using ocean-recovered plastics. Every step forward is a step toward a more responsible future.
Because this isn’t just a one-time win—it’s part of a bigger movement.
The beauty industry is at a crossroads, where fossil fuels, PFAS, and microplastics demand real solutions. At Element Group USA, we see this as a chance to evolve—where small steps lead to a meaningful shift in mindset and action.
Let’s make carbon-conscious packaging the new normal. Let’s build beauty that’s better—for people and the planet. Ready to rethink what’s possible? We’re here for it.