W3ll People, a recent acquisition of e.l.f. Beauty, has relaunched its brand with a new look that boasts sleek, simple, and very white packaging. Their boxes are printed on FSC-certified paper, and in an effort to be more sustainability-minded, they’re looking into incorporating corn, sugar, and post-recycled materials in their containers.
They’ve also updated the names of some of their products, in keeping with their reaffirmed mission. Goodbye, Narcissist Foundation Stick, hello Bio Stick Foundation!
W3ll People offers PETA-certified cruelty-free cosmetics for your face, eyes, lips and of course, eyebrows. You can rest assured that no animals were harmed to keep your brows on fleek.
Over 35 of W3ll People’s products are verified non-toxic by the Environmental Working Group (EWG) and are free of synthetic fillers, sulfates, preservatives, and fragrances. Basically, that means you won’t have to worry about their ingredients causing cancer, asthma, or even fertility issues. Scarily, some companies are actually allowed to include ingredients like that in their shampoos, cosmetics, and perfumes — then not even tell you they’re in there. Yikes.
Not W3ll People, though.
They use what they call “plant-powered” formulations, which are products that contain botanical ingredients like green tea, algae, pomegranate, mango, and broccoli seed oil. When they remove beeswax, pearl powder, and carmines from their formulas, they’ll also be 100% vegan! Their botanical blends are meant to improve the long-term health of your skin with their naturally nourishing and hydrating properties.
“Evolution is essential for any brand to best serve its consumers, and we’re proud to be evolving in ways that stay true to who we are. We have always approached beauty with the belief that clean beauty outperforms conventional every time,” said Shirley Pinkson, Co-Founder W3ll People and Head of Education, e.l.f. Beauty.
We’ve got our spotlight on health and beauty! Check out that glow, honey!
We can’t wait to see what the brand does next to become even greener and more transparent! What are some of your favorite green cosmetic brands? Tell us by tweeting @TheHoneyPOP or commenting down below!
Featured Image Source: W3ll People’s PR Team