The global beauty industry is driven largely by skincare and makeup, with Gen Z emerging as one of its most powerful consumer segments. But behind the curated selfies and 10-step routines lies an uncomfortable truth: the beauty industry is becoming a major contributor to environmental waste, largely due to overconsumption fueled by trends, influencers, and fast beauty culture. 

According to industry reports, the beauty sector generates over 120 billion units of packaging annually, much of it non-recyclable plastic that ends up in landfills or the ocean. Only about 14% of beauty packaging is sent for recycling, and just 9% is effectively recycled (Plastic Pollution Coalition, British Beauty Council).