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A double victory for innovation and sustainability! At this year’s MakeUp in New York show, Element Group USA stood out as a true leader in beauty innovation, earning two major IT Awards: one for Beauty Accessories and another for the newly introduced Ocean Beauty category.
Redefining Beauty Tools: Peace Out Instant Oil Control Roller
In the Accessories category, Element’s collaboration with Peace Out Skincare impressed the jury with the Instant Oil Control Roller with Halloysite Clay. The product features a Dragonite™ halloysite clay bead, one of the purest forms of clay sourced responsibly in the U.S. Known for centuries for its absorbent and purifying properties, halloysite has been reimagined here as a sleek, portable skincare tool that instantly removes shine and clears pores.
Its refillable design, made from recyclable post-consumer resin (PCR), highlights Element’s sustainable engineering capabilities. The antimicrobial packaging, infused with silver ions, helps reduce bacterial transfer by up to 92%, ensuring a clean, skin-safe experience every time.
The Jury praised the innovation as “a new accessory that is sensorial, practical, and effective.”
Leading the Wave of Eco-Innovation: Caliray’s “Come Hell or High Water Mascara”
The Ocean Beauty Award, a brand-new category introduced in 2025 to celebrate marine-conscious design, also went to Element; this time for its work on Caliray’s “Come Hell or High Water Mascara.”
Every component of this mascara’s packaging reflects a thoughtful approach to ocean sustainability:
- The primary tube is made entirely from ocean plastic.
- The secondary packaging uses 100% post-consumer recycled paper, printed with soy-based inks and certified by the FSC.
- Even the shipping boxes use algae-based inks, and Caliray supports a mail-back program through PACT, encouraging consumers to return empty packaging for reuse.
According to the jury, “the execution is amazing! a 100% PCR ocean plastics packaging with an exceptional finish and decoration.”
About the IT Awards
The Innovation & Trends (IT) Awards spotlight cutting-edge products and services showcased at MakeUp in New York, recognizing excellence across Formulation, Full Service, Packaging, and Accessories.
Element’s dual recognition this year demonstrates the company’s ability to merge creativity, functionality, and environmental responsibility.