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Element Group USA is thrilled to announce that another of its innovations has been named a finalist in the IT Awards at MakeUp in New York. The Innovation & Trends Awards competition celebrates and promotes the innovations of the show exhibitors in the categories of Formulation, Full Service, Packaging and Accessories.
In 2025 the MakeUp in New York show has also released a new IT Awards category with the “Ocean Beauty Award” a cross-cutting award that will reward innovations that harness marine resources to create natural products while preserving the ocean ecosystem.
This year Element Group USA applied with the “Come Hell or High Water Mascara” by Caliray. The secondary packaging of this mascara is made from 100% post-consumer recycled paper (FSC certified) and soy-based inks. Its discreetly designed primary tube is composed entirely of ocean plastic. The overall eco-design includes shipping boxes printed with algae-based inks and offers users the option to return empty Caliray packaging via a PACT mail-back program for reuse.
The Jury’s opinion: “ Amazing execution for a 100% PCR - Ocean plastics packaging. Finish and decoration are astonishing.”
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