WWP Beauty's new collection scores complete Zero+

26 Oct 2021 --- “Our new Zero+ collection is an inclusive, gender-neutral collection of multi-tasking waterless products featured in plastic-free, plant-based packaging, promoting a more circular and sustainable future,” shares Carley Propst, Marketing Director of WWP Beauty.

The collection features three streamlined, time-saving multi-purpose products in its Zero+ packaging line. By adopting “the ‘less is more’ approach,” WWP Beauty’s hope is that applying this philosophy when creating the packaging and formulation will allow the collection to align with multiple trends the brand is seeing across the beauty industry.

Click to EnlargeZero+ aims to have sustainability running through the entire production process. Source: WWP Beauty.“Sustainability and inclusivity are WWP Beauty commitments that we wanted to represent in this collection,” says Propst. Creating a line that is reflective of consumer expectations for conscious beauty products that consider the planet was key in the development of WWP Beauty’s latest range. “It was important for us to showcase a sustainable, plastic-free packaging line paired with products that are gender-neutral and can be used by and are inclusive of everyone,” Propst shares.

Demand for eco-friendliness in beauty products is not only limited to one area of the production process. Instead, consumers want to see sustainability in various elements of a beauty brand and its product formulation process. From research and development through to supply chain management and packaging, sustainability is a core consideration for beauty consumers.  

“We saw a major connection between many trends in both the packaging and formulation sectors of beauty as companies look to tell a story of reduction; reduced waste, reduced plastic, reduced water in formulations, reduced carbon footprint, a reduced number of products offered and a reduced amount of time spent during the application process,” explains Propst. “We were really inspired by this path to achieving zero and the positive value it creates for both our planet and the end consumers.” 

The Zero+ Collection

All of the items in WWP Beauty’s latest range are made with “clean, compliant, vegan and cruelty-free formulas and sustainable packaging and accessory options,” the brand notes. This collection demonstrates the company’s unwavering commitment to reducing its global carbon footprint, supporting a circular economy throughout the cosmetics industry and working towards creating a more sustainable, clean and inclusive future.

In conceptualizing its Zero+ Collection, the brand strived to create a condensed offering of highly functional products that includes three multi-purpose products that can be paired with accessories.

• Skin Prep + Perfector is a balm that contains beetroot extract, elderberry extract and sea moss to prime and prepare the skin before putting on makeup, or to use on its own to help even out skin tone, erase fine lines and skin imperfections.
• Face + Eyes + Lips Enhancer is a multitasking skin enhancer that can be used on the cheeks, lips and eyes. Formulated with a blend of squalane, sea moss, and elderberry extract, it has been designed as a one-minute makeup product that aims to add color and glow along with skin moisturization and protection. 
• Brow Shaper + Styler is a multifunctional creamy pomade with a flexible hold to style and condition brows, beards and flyaway hairs. The product is infused with Jamaican black castor oil and fenugreek.
• Zero+ Packaging Line, which is plant-based, was developed with the mission of offering solutions that align with WWP Beauty’s “6R’s of Sustainability”: reduce, reuse, recycle, replace, respect and rebirth, to contribute to promoting a circular economy and utilizing renewable resources.

Commenting on its latest range, Musa Dias, CMO of WWP Beauty shares: “Now more than ever we are seeing beauty consumers increasingly adopt streamlined beauty routines based on multifunctional products, born from the desire to buy more sustainably while also simply saving time and money.”

Click to EnlargeWWP overcame difficulties in using bio-based packaging. Source: WWP Beauty.The Zero+ packaging line is made from natural renewable resources that are responsibly sourced from farm waste, which WWP Beauty chose in an effort to contribute to reducing food waste. The non-toxic material created from farming bi-product promotes circularity and is both sourced and manufactured in Taiwan, which Propst states leads to a reduction in the overall carbon footprint of the components. The Zero+ packaging line can also be decorated using natural soy inks.

Speaking about how innovation and sustainability come together in WWP Beauty’s latest range, Propst states: “This collection was a thoughtful curation of sustainable innovation in both the packaging and formulations.”

The process to launch Zero+ Collection, from conceptualization through to commercialization, was inspired by the current beauty trends and what WWP Beauty sees in the current marketplace. “This is where our concept was born and it really was the perfect match for our turnkey collection in the sense that we had these high-performance, multi-purpose, zero water clean formulations that could be perfectly paired with our zero plastic, plant based packages,” Propst confirms.

However, formulating its product line was not without its obstacles. Talking about the specific technical challenges WWP Beauty experienced relating to its selected sustainable materials, Propst notes: “When working with a non-plastic, bio-based material, you are always going to experience some variance and compatibility limitations, but we were really able to work through this when creating this collection to marry the formulation and packaging and align them with the Zero+ concept.”

In launching its latest sustainability-focused range, WWP Beauty hopes this collection shows brands how they can achieve ‘zero’ claims for packaging and formulations without sacrificing performance. “These products will help brands work towards a more circular beauty design system and are really universal to integrate into an existing beauty line up,” Propst highlights.

By Natasha Spencer-Jolliffe, BPC Insights Senior Journalist