The new line is an ambitious project that wants to tick as many eco-boxes as possible, with the fewest number of products and ingredients.
McCartney’s vision for the products was bound to a childhood spent in the Scottish outdoors, at her family’s farm on the Kintyre peninsula in western Scotland.
“We want to raise the bar on sustainability in beauty,” said Stephane Delva, director of New Beauty Projects at LVMH Perfumes & Cosmetics.The ingredients are sourced in northern Europe and made from upcycled food waste such as squalene, a byproduct of the olive oil industry; and cherry blossom extract, which is meant to function as an antioxidant.
When the pouches are spent, they can be thrown away, while the jars live on, and they don’t get gunky. The brand has banned ingredients where the production or extraction process was considered to be polluting. It has also decided to ship, rather than fly, products to the U.S., meaning the carbon footprint of the collection has been slashed by more than a third. The brand has also eliminated any need for cotton pads, or single-dose samples.McCartney will be supporting the NGO Wetlands International, donating one percent of the net sales of Stella skin care.