Over 120 billion units of packaging are produced every year by the global cosmetics industry according to Zero Waste Week, an annual awareness raising campaign for reducing landfill. The cardboard that packages perfumes, serums and moisturisers contributes to the loss of 18 million acres of forest each year.

The problem is that recycling beauty packaging is inconvenient; consumers’ don’t have recycling bins in their bathrooms and it shows. While 90% of consumers recycle kitchen waste, 50% don’t recycle bathroom waste. While many brands are launching initiatives designed to reduce packaging or use less plastic, there is always a danger that brands making the shift to more environmentally friendly packaging and materials are merely ‘greenwashing’ without properly addressing their environmental impact. Or worse still that brands simply push the problem onto their consumers to solve, without taking action on addressing the environmental impact of their own products.

‘Pack of Lies’ is a collaborative project launched by the content team at ROAST with web design and build handled by Kitty. The project supports the launch of Maiiro, a new sustainable, environmentally friendly skincare brand that reduces the use of plastics wherever possible as well as using only organic, natural and ethically sourced ingredients.

As consumers begin to prioritise brand values over product benefits, Kitty wanted to reflect this through the Pack of Lies website and draw attention to the bigger problem of plastic consumption in the beauty industry. The website highlights ‘greenwashing’ in the cosmetics industry, the reality that while many brands may launch initiatives to reduce their plastic use, it’s next to impossible to quantify the progress they’re making. These initiatives can be anything from ocean conservation to partnering with charities, in-store refills or marketing campaigns.

Pack of Lies aims to champion transparency in the beauty industry, encouraging both conscious consumption from consumers as well as holding the brands creating products to account. The interactive website is a hub of information from which users can learn how to identify brands that are greenwashing, information about the plastic problem and tips for consumers on how to better recycle. They’ve even created a handy acronym for L.I.E.S to help you identify those brands.

Alongside the website, Maiiro have also launched a petition to campaign for legislation to be passed that ensures brands are transparent about their plastic initiatives and about the information they pass to consumers. While the website offers information and resources, it also acknowledges that nobody is perfect. But with greater transparency and more access to relevant information can come real change.