Neutrogena is partnering with Lenzing’s Veocel fiber brand to transition the production of its market-leading makeup removal wipes to 100% plant-based fibers. The new wipes utilize Veocel branded fibers derived from nature and made with renewable wood from sustainably managed and certified forests. The makeup removal wipes can be composted at home in 35 days, eliminating waste which ends up in a landfill.

Conventional makeup removal wipes are popular because of how convenient they are – users simply wipe off makeup after a long day. Using these makeup wipes, however, comes at a cost to our planet: their simplicity and convenience might harm the environment if they`re made of synthetic materials. Popular makeup removal wipes mostly contain polyester, polypropylene, and rayon, making them unable to decompose. Their one-time usage means they are sent to landfills or many people flush them down the toilet, clogging the sewer system or leaking microplastics into our waterways.

Neutrogena is committed to providing consumers with environmentally-friendly products. The goal of this partnership is to develop a product that has moved on from synthetic materials to an entirely cellulose-based solution. These new Neutrogena makeup removal wipes are not only ultra-soft, but also retain the same effective cleaning function of its predecessors with oil-based technology and micelle-infused water. Better yet, they are home compostable in 35 days after use thanks to the use of Veocel 100% plant-based fibers. The compost can then be used to support plant life, forming a renewable and sustainable lifecycle for the makeup removal wipes. Veocel branded fibers are made from responsibly sourced forests, giving consumers further peace of mind when using these wipes.

“We are very excited about the development with the Neutrogena America team that started back in 2019. The journey began with product development based on moving from an offering of plastics and synthetic materials to an entirely cellulose-based solution. It shows that using cellulosic fibers not only addresses the renewability of ingredients, but also demonstrates that there are actual solutions to divert single-use products from landfills,” says Jean Francois De Gruttola, Head of Business Dev. and KAM EMEA, Lenzing.

“The use of makeup removal wipes is often accompanied by a guilty conscience, as they can be used in one minute, but they also end up in the bin after one minute. With this collaboration with NEUTROGENA® on makeup removal wipes containing 100% Veocel fibers which are home-compostable, we want to prove that single-use can be sustainable. It’s great to see consumers making a choice that is not only good for the planet, but also good for themselves,” says Miray Acar, Head of Brand and Marketing Europe and Americas, Lenzing.