KraveBeauty Embraces Sustainability with TikTok-Viral ‘Egg Packaging’

KraveBeauty Embraces Sustainability with TikTok-Viral 'Egg Packaging'

Image used for illustrative purposes only

As part of KraveBeauty’s strategic marketing efforts in Singapore, the brand’s best-performing market in South East Asia, a series of LaunchPad events were held at three Sephora stores between October 3 and 23. The spotlight was firmly on the innovative “egg packaging” of its two hero products, Oil La La and Great Barrier Relief, which has recently gained massive traction on social media platforms like TikTok.

The egg packaging, in reality, is a silicone insert inside a pressurized vacuum-sealed bottle that functions as an airless pump, shrinking as the product is used. This design allows for “every last drop” of the serum to be used, minimizing waste and making it easier to recycle the empty bottle.

“We are definitely considering using the egg packaging for future innovations. For the products available in our current assortment, the egg packaging isn’t the best way to dispense the product, but we are excited to try it out for products down the line,” shared Liah Yoo, founder and CEO of KraveBeauty. “We’re also planning to introduce refills for some of our most popular products—first up is Oat So Simple Water Cream Pouch Refill, which is coming to Sephora Singapore online early next year!”

In addition to the egg packaging, Yoo revealed plans to expand KraveBeauty’s offerings in Singapore. This includes launching a jumbo version of Oil La La on Sephora’s online store by the end of this year and introducing Beet The Sun, a lightweight sunscreen that combines UV protection and antioxidant properties harnessed from beetroot extract. The product also contains hyaluronic acid to keep the skin hydrated, vitamin E to reinforce the skin barrier, and propanediol to reduce moisture loss and enhance the skin’s absorption of ingredients.

“We are also thrilled to share that we’re working on bringing our newest sustainable makeup innovations to Singapore. We are just figuring out the best way to package and distribute these products, and hopefully, they will be coming to Sephora soon,” Yoo added.

The egg packaging exemplifies KraveBeauty’s commitment to sustainability, targeting eco-conscious consumers seeking to adopt a zero-waste lifestyle. Each year, the brand publishes an impact report detailing its sustainability milestones, current initiatives, and future goals.

“As an indie brand, it’s not common or a must to disclose this information, but we do stick to that because we don’t want to be seen as a greenwashing company. We make sure that everything we claim can be substantiated,” Yoo said. “Marketing language also plays a big part in greenwashing. Right now, we are studying recycling systems in Asia. By expanding our knowledge in this area, we can better communicate how to recycle our products.”

Yoo believes that sustainable packaging is becoming an industry standard and emphasizes the importance of sustainable sourcing of ingredients for the beauty sector’s future. “I think there’s a lot of work to be done on sustainable sourcing, and that’s the next biggest initiative we are taking. We will dive deeper into the entire process, including improving farming conditions or replacing ingredients with things from the waste stream of other industries, such as jam or juice by-products,” she explained. “That is something I would like the entire beauty industry to opt-in more, so we don’t need to harvest more from the planet.”

KraveBeauty’s innovative approach to packaging and sustainability is setting a new standard in the beauty industry, offering consumers eco-friendly options without compromising on quality or effectiveness.

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Sheela Iyer

Author : Sheela Iyer

sheela@cosmetech.co.in

Sheela Iyer is an observer of the Indian Cosmetics & personal care industry and the editor of ‘Cosmetech’. She regularly video interviews industry experts on Cosmetech TV and has her fortnightly podcast ‘Cosmetics Today’

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