US – Beauty brand Experiment is offering a solution to wasteful single-use cosmetics masks with its debut product line. The Avant Guard re-usable sheet mask can be used with any serums or moisturisers before being washed and re-used.
According to Experiment, the mask acts as a solution to the 250m sheet masks that are currently being sent to landfill each year. Through its sustainable credentials and playful aesthetics, the mask appeals to the needs of Generation Z beauty buyers, who are seeking both practical and visual-first brands. Lisa Guerrera, co-founder of Experiment, says: ‘Experiment marries the idea of true sustainable thinking, elegant formulation and fun aesthetics to create a brand that looks towards the future beauty consumer.’
From community-first branding to bio-positive formulations, discover our round-up of beauty brands that are redefining the sector for Gen Z audiences.
With many commonly used beauty products proving damaging to the environment, consider how your brand can create solutions that reduce waste and appeal to next-gen consumers