Why Recycling Is Beauty’s Biggest Misinformation Problem – Emma Lewisham CEO

Emma established the eponymous brand in 2019 with a mission to develop a circular beauty brand that keeps its resources circulating to eliminate waste and reduce its carbon footprint in an industry that generates 120 billion units of waste every year.

Since launching the business just two and a half years ago, she has made remarkable achievements. Last October, it announced that it had achieved its goal of becoming carbon positive. Lewisham then said the company aims to reduce the carbon footprint of its products “to near zero” by 2030.

Speaking on the Independent Pioneers​ podcast, Emma pointed out that the industry is not moving fast enough to come full circle. One of the main problems she has observed is the overreliance on recycling programs.

“Recycling can’t be the solution – we can’t recycle out of this mess. By recycling, we extract more materials from this earth and take more of them. We already have all the material we need, which already exists… We have to think beyond recycling and not be the solution to this waste and carbon problem that we have in the industry”,she says.

She acknowledges that it can be very difficult for brands to implement such practices and processes, pointing out that it took the brand almost three years to figure it out.

It’s clear to Emma that the planet doesn’t have the luxury of waiting for every beauty brand to move towards a circular model, which is why she released the Beauty Blueprint.

The plans detail exactly how beauty brands can accelerate the shift to circular on a global scale. The plan also includes the intellectual property of its circularly designed product packaging.

“We firmly believe that to play our part in achieving global climate goals, we must prioritize collaboration over competition. And that’s why we’ve shared our intellectual property on our industry-wide circular and climate-friendly practices. And it’s about helping others accelerate your transition. With the state of the world right now and what is needed to achieve global climate goals, we must prioritize collaboration,”said Emma.

For more from Emma and Emma Lewisham, check out our podcast above, or on Spotify, Apple Podcasts, Google Podcasts, and more.

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