The beauty industry is evolving and now more than ever, people are looking for brands and products with a greater social conscious. We recognize this need for change and continue to lead on sustainable innovations in the false lash category.  

Velour's new sustainability charter demonstrates our commitment to protecting the planet's resources and ecosystems. We are committed to improving packaging, innovating sustainable products, and reducing operational waste. Each of these commitments will have a positive impact on the environment while continuing to provide our customers with premium quality, approachable false lashes and eye-centric cosmetics. 

Sustainability Charter 

Develop sustainable product innovations, ensuring all products are reusable, have multiple functions and come in recyclable packaging. In 2020, we developed reusable cotton cleansing pads as part of our Lash Clean assortment to encourage our customers to transition from one-use cleansing products to a more sustainable option. In 2021, we launched our 3-in-1 Pretty Big Deal (PBD) Mascara, as well as our 3-in-1 Lash & Go Eyeliner in an effort to eliminate multiple products within your beauty routine. In addition to being a tubing mascara, PBD is a lash shield and serum. Our Lash & Go Eyeliner triples as an adhesive for false lashes, adhesive for magnetic lashes and black liquid eyeliner. 

The first of its kind, our Plant Fibre Lash Collection embodies innovation and sustainability with the approachability that Velour is known for. This false lash collection is entirely plant-based and is therefore biodegradable, vegan and cruelty-free. These hemp-derived lashes can also be reused up to 20+ times and come in 100% recyclable packaging. 

In 2022 and 2023, we are exclusively developing products that are reusable, have multiple functions and benefits and come in 100% recyclable packaging.  

Reduce packaging materials and convert all packaging to reusable, recyclable or compostable materials. To date, we have redesigned our false lash packaging from acrylic to paper and have switched our ink to a more eco-friendly soy-based ink. Moving to this new beauty packaging has removed approximately 13,727kg of non recycled plastics per year from our oceans and landfills.  

In addition, we have labelled our products and secondary packaging to promote recycling. We’re also encouraging our customers to repurpose the lash cases at home. We use recyclable containers for 100% of our beauty items, all of which can be repurposed – our lash boxes make the perfect jewelry tray, and our lash clean containers can be reimagined as a beautiful mini vase. 

Reduce operational waste. We only ship our direct orders using recyclable bubble mailers and have taken steps to eliminate excess plastic from this process. We have redesigned our press boxes to reusable bags, shipped in a simple recyclable shipping box, reducing the waste incurred from the often-excessive gift boxes sent from beauty brands to influencers. In 2022 we will continue to eliminate unnecessary waste from our packaging, using QR codes as an alternative to print outs for product education.