Flawless Lashes by Loreta has swapped its plastic tray packaging for an eco-friendly alternative.
The change will first roll out across its Flawless Luxury Lashes collection.
However, the brand intends to extend its plastic free pledge across all its ranges by 2020.
“We are incredibly excited to make this move towards plastic free,” said founder and former nurse and midwife, Loreta Jasilionyte.
“Protecting the planet is an important cause and close to our hearts.”
She added: “We feel it is our responsibility to dramatically reduce the waste we create and the first step we’re taking is to roll out paper packaging for our range of professional lash extensions.
“This will take time to introduce to the whole range, however, we are confident that Flawless Lashes by Loreta will have 100% plastic-free packaging by 2020.”
The announcement comes hot on the heels of Germaine de Capuccini’s decision to ditch single-use cellophane in its packaging.
Meanwhile, earlier this year Olay kick started its first refillable packaging initiative for its Regenerist Whip moisturiser.
