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TheBetterBarrel: Schwan Cosmetics and Sulapac create a cosmetic pencil with a plant-based barrel to offer the next alternative to conventional plastic

Schwan Cosmetics has launched the first cosmetic color pencils made with sustainable Sulapac materials. TheBetterBarrel" responds to market demand for environmentally-friendly make-up products that don't sacrifice quality, performance or style.
Schwan Cosmetics, a German supplier of make-up products to most of the world's leading cosmetics companies, and Finnish materials innovation start-up Sulapac have collaborated to create lip and eye pencils whose bodies are made from sustainable materials capable of retaining the volatile ingredients they contain.


To date, the main difficulty in using biobased materials in cosmetic pencils lies in the fact that most natural materials are not capable of holding the volatile ingredients of high-performance formulas. This is why, today, most make-up pencils are wrapped in virgin plastic.
The pencils were designed in response to market research into the changing demands of Generation Z and Millennial cosmetics consumers. According to the Deloitte Millennial survey, the importance of reconnecting with nature became evident during the COVID-19 pandemic. Consumers wanted to take care of nature and feel in touch with it. These consumers are also committed to making positive changes in their communities and the world.


Consumers will now be able to discover long-lasting, high-performance lip and eye pencils, packaged in innovative pencil barrels. The eco-friendly, hermetically sealed packaging containing the volatile ingredients is made from 72 % biobased materials, lateral wood chips and natural binders.
While sustainable materials have been implemented in beauty product packaging in recent years, this is the first time Sulapac's alternative plastic material has been used in colored cosmetic pencils.


This is a breakthrough for us, because we've been able to invent a better material for encapsulating our pencils. This replaces virgin plastic with a material that leaves no permanent microplastics on the planet!
And we didn't have to compromise on the quality or performance of our durable, highly pigmented shades. This line is designed to come in an infinite variety of textures and colors, and the drum material must be first-rate to preserve its integrity. Through our collaboration with Sulapac, we are not only creating an innovative product for our customers, we are also investing in a more sustainable future for the cosmetics industry. We will continue to strive to make the world a little better every day.
" says Dr Alexander Doll, Head of Research and Development at Schwan Cosmetics.


The eco-friendly barrel was created thanks to the joint expertise of Sulapac and Schwan Cosmetics in their respective sectors. The pencil cup is made from Sulapac Flow v1.8 material, derived from sawdust from industrial by-products and plant-based binders.
Both Schwan and Sulapac place sustainability at the forefront of their values. Schwan has set itself ambitious targets such as zero net carbon emissions by 2040, as well as a product range containing 50 % less virgin fossil plastic in primary packaging and 75 % less products of natural origin by 2025.

We have 700 customers in 70 different countries. As a global supplier to so many brands, creating more sustainable products has a significant impact on the environment in the real world. In response, our customers are increasingly demanding sustainable products, especially for their Generation Z and millennial consumers. At the same time, our customers don't want to lose selection, performance or the ability to design their products in line with their own brand. Our collaboration with Sulapac is perfect because they embody the values of preserving nature without sacrificing performance and design flexibility." says Sandra Lossau, Vice President Global Category Management at Schwan Cosmetics.
The design principle behind Sulapac is to imitate nature. Like a piece of wood on the forest floor, Sulapac materials can be digested by natural micro-organisms and decompose into carbon dioxide, water and biomass, leaving no trace behind. The company is also known for its aesthetics and performance, and has been creating sustainable materials for the beauty industry since 2016, collaborating with brands such as Chanel, Lumene and Shiseido.

It's a joint cooperation that wouldn't have been possible without each other's expertise - we're better together. Schwan is a major international supplier to a wide range of brands worldwide. As a major player in the industry, they have a real impact on the beauty ecosystem and the environment. Sulapac's mission is to work together to save the world from plastic waste. Collaboration with industry leaders like Schwan is very important because of the huge volume they produce." says Dr Suvi Haimi, CEO and co-founder of Sulapac.


The BetterBarrel product range will be officially launched at MakeUp New York on September 14 and 15.


The campaign includes :
Xplore Superstay Eyeliner Once applied, the precision-gliding eyeliner lasts up to 17 hours - for a perfect evening look that's still as fresh as the morning. The clean, vegan eyeliner features a highly pigmented, smudge- and water-resistant formula and applies smoothly.


Rebel21 Superstay Liplinen Clean, vegan lip liner perfectly highlights lips for up to 13 hours - for long days and wild nights. Its soft, glide-on formula is lightweight and won't fade. Thanks to its tip, the lip contour is perfectly defined and the color is intense.


Sulapac is a patented, award-winning biological alternative to conventional plastics. It accelerates a future free of plastic waste with sustainable materials that are beautiful and functional. Just like nature. The Helsinki-ba- sed company was founded in 2016 by Dr. Suvi Haimi, Dr. Laura Tirkkonen-Rajasalo and Dr. Antti Parssinen. Its investors include Chanel and Sky Ocean Ventures. Sulapac has been ranked among Europe's 100 hottest startups by Wired UK in 2018, 2019 and 2021, and among the Nordic startups to watch in 2021 by Sifted, supported by the Financial Times.

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