Makeup has come a long way from Egyptians lining their eyes with kohl in 4000 BC; worldwide, cosmetics generate more than $100 billion in revenue, a sizeable industry that, like others, requires natural resources and generates packaging waste.

Which concerns consumers in the 2000s AD: 42% say they want to buy beauty products that are eco-friendly.

The EcoBeautyScore initiative is working to help consumers make more informed and sustainable choices.

Recognizing that eco-friendliness—unlike beauty—is not in the eye of the beholder, the Association is working with scientists and other stakeholders to develop a robust, life cycle-based methodology and scoring system.

The system will gather data on cosmetic products’ environmental impact—from lab to landfill—and score products in a way that non-experts can understand.

Membership is open to companies of all sizes, from the smallest of start-ups to the industry’s established “supermodels.”

And just as membership is voluntary, using the scoring system will be optional, for both members and non-members.

While a priority today is ensuring the scoring system conforms with environmental regulations and antitrust rules—an area that Mayer Brown is advising on—the Consortium looks forward to using what it learns from developing the system to anticipate and prepare for future regulations globally.