Maybelline’s new sustainability initiative aims to create a more responsible business model for the brand to reduce its impact on the planet. The campaign, ‘Conscious Together,’ consists of various targets that Maybelline hopes to fulfil by 2030, including packaging, recycling, production, and formulae. Maybelline plans to attain carbon neutrality in all of its locations by 2025 by increasing energy efficiency and using 100 percent renewable energy. It has committed to using 100 percent recycled plastic in its packaging and reducing carbon emissions from the entire product lifetime by 50%, both by 2030.