Schwan Cosmetics launches refillable lip liner

Nominated for sustainability award at Cosmopack Asia 2023

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Schwan Cosmetics
The new range highlights the company’s commitment to providing high-performance and sustainable beauty products that cater to the ever-increasing consumer demand for more ecologically-conscious cosmetics, particularly in the APAC market.

Schwan Cosmetics, a German color cosmetics manufacturer and supplier to many of the world’s biggest cosmetics brands, showcased its newly launched refillable, mechanical lip liner cartridges at the Cosmoprof Asia 2023 exhibition in Hong Kong. 

The new range highlights the company’s commitment to providing high-performance and sustainable beauty products that cater to the ever-increasing consumer demand for more ecologically-conscious cosmetics, particularly in the APAC market. The sustainable beauty trend continues to grow as Asian consumers seek sustainable alternatives to single-use beauty products.

The new product, ‘Power Up Your Pout,’ is a refillable mechanical lip liner with exchangeable cartridges featuring a peptide and jojoba oil-infused formulation and a unique, drop-shaped tip for an easy application with 3-in-1 plump, define, and fill lip makeup. 

The product combines a maximum-performance formula and active care ingredients with sustainability and eco-conscious design. The product was unveiled to the APAC market for the first time at Cosmoprof Asia in Hong Kong on November 14.

The drop-shaped tip uniquely mimics the natural shape of the lips and is designed to never lose its shape, ensuring easy, precise application until the last use. The formulation includes jojoba oil to provide moisture and cell generation, as well as peptides, one of 2023’s most trending active ingredients, to promote plumpness and fuller-looking lips in line with today’s most in-style looks and consumer demands.

The lip liner also has a unique refill system that allows consumers to replace the product without discarding the packaging, thus reducing environmental impact. Refillability is an extension of the company’s existing REFILL & STYLE range of liquid liners, which offer sustainable beauty alternatives to single-use and disposable liquid liners, a significant contributor to beauty products’ plastic waste.

“We understand the needs and preferences of the Asian cosmetics market, which are characterized by fast innovation, product performance with high-quality standards, and most recently, an increased demand for sustainable product offers,” says Sandra Schäfer, manager of Sustainable Business Innovation at Schwan Cosmetics. 

“We offer a wide range of products that cater to these demands, from natural and clean formulations to trendy, functional, and sustainable packaging solutions. With ‘Power Up Your Pout’, we demonstrate that high-quality beauty products can be sustainable – without compromise. This is an important part of our ongoing commitment to enabling our consumers to reduce the amount of waste from cosmetics products while still feeling great about their look and achieving the latest trending styles.”

The Cosmoprof event is twinned with Cosmopack Asia, where Schwan Cosmetics’ “TheBetterBarrel” eyeliner and lip liner pencils are nominated finalists in the sustainability category of the Cosmopack Asia Awards. The high-performance barrel is designed using biobased, environmentally friendly materials and airtight packaging that preserves the high-performance makeup’s volatile ingredients, providing a sustainable alternative to traditional fossil-based plastic liners, many of which are unrecyclable. The jury of the awards includes the renowned trend forecasting agency Beautystreams. The nomination, which honors future-driven products, also demonstrates the increasing importance of sustainable beauty and cosmetics in the APAC market.

“When considering our sustainability strategy, our long-term goal is to transition from a linear product life cycle to a closed loop,” Schäfer explains. “To achieve this, we aim to prevent waste in landfills and incinerators by replacing virgin fossil plastics in our packaging with recycled and bio-based materials, and developing recyclable and refillable solutions. The PowerUpYourPout lip liners align perfectly with this strategy, allowing us to integrate closed loops for our products.”

In addition to the sustainability award nomination, Schwan Cosmetics was recently awarded the BSFZ seal for innovation competence by The German Certification Office for Research Allowance. The seal is awarded to companies that invest in research and development to drive innovation, with Schwan Cosmetics recognized for R&D projects including the optimization of the liner segment, the development of environmentally friendly mascaras, and further development of its lipstick portfolio.

As well as “Power Up Your Pout” and “TheBetterBarrel,” the company will showcase other products highlighting its wider range of expertise in the liner and non-liner segments at Cosmoprof Asia. These products are available globally and can be customized according to different markets and customer needs.

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