Brivaplast gets flexible with new refillable mascara

Brivaplast gets flexible with new refillable mascara

Brivaplast’s refillable mascara features a patented, flexible inner pouch

© Brivaplast

The refillable mascara from beauty packaging supplier Brivaplast shown at MakeUp in Paris' 2023 edition combines a flexible inner pouch with a rigid outer case.

While refillable lipsticks are now offered by many luxury beauty brands, refillable mascara is a category where fewer options abound. Italian packaging supplier Brivaplast is out to change this with its new refillable mascara that was shortlisted for a MakeUp in Paris IT Award.

The mascara bulk is held in a flexible, polyfoil pouch made of PE, aluminum and PET. The stem and spout are in PE. This patented inner refill slots into an outer pack made of polypropylene (PP). PETG and PCR are also options, the supplier says.

"Using a Life Cycle Analysis (LCA) tool, we found that it was better to have a plastic outer case rather than one in aluminum or glass, although these options could be developed for brands with one of our partners," Brivaplast Marketing Manager Valentina Manera tells Formes de Luxe.

For each new refill, a new brush is supplied; it simply clicks into the outer case once the covering cap is removed.

Custom shapes for the flexible mascara pouch, without an outer shell, are also an option ©Formes de Luxe

Banking on customization

The supplier can also create custom shapes for the flexible pouch, designs in the form of lightning bolt or a pair of lips were exhibited at the show. In that case, the pouch can then be used as a standalone product, without the need for an outer shell. The pouches are printed inline, or alternately a custom shaped outer case can be developed.

Beyond mascara, Brivaplast showed several other formula options for the refillable pouches in partership with Ancorotti Cosmetics: lipstick, brow styler, eyeliner and skin perfector.

The pouches represent a 32% reduction in plastic weight compared to traditional mascara packs, according to the supplier. Buying a case with its refill plus a second refill reduces carbon footprint by 25% when compared to the purchase of two traditional mascara packs.

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