New skincare brand Aminu pursues sustainability from products to packaging

By

Isabelle Crossley

Published
May 13, 2022

Newly launched natural skincare brand Aminu is pursuing sustainable packaging options for its eco-friendly products as consumers increasingly value sustainability in beauty. 

“Our eco-friendly packaging strategy includes the use of glass and paper tapes,” the brand’s co-founder Prachi Bhandari told Elle India. The brand also refrains from including single-use samplers, make-up removal wipes, and sheet masks in its product portfolio as these contribute to waste. 
 
“Our packaging is sustainable and recyclable, wherever possible,” the brand announced in a statement. “Glass makes up the majority of our primary packaging. Our glass is frosted to protect the integrity of our formulas. We are trying to reduce the use of plastic as much as possible. When we use plastic, we try to make sure it is easily recyclable.”

The brand describes itself as a holistic self-care company and uses ‘bio-active’ ingredients which are raw, cruelty-free, and pure, according to its website. Products in its fast-growing portfolio include cleansers, face washes, gels, scrub, peels, masks, and serums among others. The brand’s products are positioned in the mid-section of the market.
 
The brand is continuing to launch new product categories including a body care range, it announced on Facebook. The range includes sleep oils and soothing creams among other items.