Eco-friendly Makeup: What's the Catch?

Recyclable. Compostable. Refillable. Biodegradable.


Let’s talk about what these buzzwords really mean, and why ZEITOUNI refuses to play the greenwashing game.

Sustainability is everywhere in beauty right now. You’ve probably seen terms like “recyclable,” “biodegradable,” and “eco-friendly” tossed around everywhere, but what do they actually mean?

At ZEITOUNI, we’re building a brand rooted in resistance and restoration, from our ingredients to our packaging. That means no shortcuts and no sugarcoating, because our planet deserves better and so do our customers.

So let’s break down the most common “eco” labels and talk about what really makes a product planet-friendly, and what just looks like it does.

1. Recyclable: Not All It’s Cracked Up to Be

On the surface, recyclable packaging sounds great. It means the material can be broken down and used again to create something new, right?

The catch?

Most “recyclable” beauty packaging ends up in the trash. If your local facility doesn’t accept certain plastics, or if packaging is contaminated with product, it won’t be recycled. Mixed-material items (like tubes made with both plastic and metal) are even harder to process.

What to look for:

  • Clear labels with resin codes (like “#1 PET”)
  • Simple, single-material packaging
  • Brands that guide you on how to properly clean and recycle

2. Compostable: The Earth’s Favorite Option (If Done Right)

Compostable materials break down into natural elements under the right conditions, leaving behind no microplastics or toxic residue. Sounds like a dream, right?

The catch?

Not all compost is created equal. Some materials are industrial compost only, meaning they won’t break down unless they’re processed in a commercial facility with heat and microbes. Home composting? Not guaranteed unless it says so.

What to look for:

  • Certifications like BPI or OK Compost Home
  • Materials like PHA bioplastics, FSC paper, or bagasse

ZEITOUNI’s take:

Our goal is packaging that truly returns to the Earth. That’s why we’re working toward PHA-based tubes—materials designed to break down without a trace, whether you compost at home or not.

3. Refillable: Genius in Theory, Tricky in Practice

Refillable systems are a beautiful idea: keep the pretty container, just buy the refill. Less waste, more reuse.

The catch?

It only works when refills are accessible, affordable, and easy to use. If it’s inconvenient, most people won’t stick to it—and if the refill packaging isn’t sustainable, then what’s the point?

What to look for:

  • Real refill systems, not just new plastic in different form
  • Durable containers that are built to last
  • Brands committed to long-term infrastructure

4. Biodegradable: The Most Misunderstood Word in Beauty

“Biodegradable” sounds like the gold standard for eco-packaging—but it’s more nuanced than it seems.

The catch?

Biodegradable packaging is designed to return to nature, but not all biodegradables are the same. There is no one “legal” definition for it, so regulating these kinds of materials and creating a system to process them can be tricky.

Everything biodegrades eventually. A banana peel? A few weeks. A “biodegradable” plastic bag? Sometimes decades—especially in landfills, where there’s little oxygen or sunlight to help the process.

Also, because of confusion around what “biodegradable” truly means, the term is now more restricted and regulated to prevent greenwashing and to protect composting facilities from contamination. The life cycle of the product is the same, but compostable materials can only biodegrade in specific conditions, whereas “biodegradable” materials can, in theory, break down anywhere.

What to look for:

  • Specific timeframes and conditions
  • Proof of biodegradability (lab tests, certifications)
  • Compostable alternatives with clearer definitions

ZEITOUNI’s take:

We don’t use “biodegradable” unless we can back it up with real data. Our PHA-based packaging is made from materials that have been lab-tested to break down in under 12 weeks in industrial composting and certified to degrade in marine environments—with no microplastics left behind. We’re committed to only using claims that are science-backed, not just trendy.

So… What Is the Best Option?

Here’s the truth: there is no perfect solution. Every packaging choice comes with trade-offs. But when brands are honest, intentional, and informed, we move the industry closer to real change.

ZEITOUNI exists for the people and the planet. That means:

✅ Transparent packaging choices

✅ No greenwashing

✅ A commitment to constant improvement

From the Land to the Sea, Beauty That Sets You Free

Our mission isn’t just to make beauty products. It’s to create a world where our people, our packaging, and our planet are treated with care—not as disposable.

Sign up for our list to be the first to know when our compostable packaging drops (and to snag our nourishing olive oil-infused lipsticks when they launch).

Together, we can demand more from beauty—and set new standards for what “eco-friendly” really means.

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