LOWD COSMETICS
SUSTAINABLE BEAUTY: LOWD COSMETICS AND MAGICAL MUSHROOM COMPANY®
CLEAR CONSCIENCE COSMETICS
LOWD Cosmetics, founded by Swedish makeup artist Felicia Aveklew, launched in March 2023 after two years of intensive work.
Inspired by the creativity and self-expression makeup enables, LOWD aims to transform the beauty industry through sustainability at every step—from ingredients and packaging to marketing and operations.
As part of this mission, LOWD partnered with Magical Mushroom Company® to introduce fully biodegradable Mushroom® Packaging for their products. This collaboration reflects LOWD’s commitment to reducing environmental impact while empowering consumers to express themselves with a clear conscience.
“MUSHROOM PACKAGING WAS NO DOUBT FOR US TO USE.”
THE PROBLEM
PRODUCING INNOVATIVE, SUSTAINABLE PACKAGING FOR COSMETICS THAT REDUCES WASTE
The cosmetics industry has long faced criticism for its environmental and societal impact, particularly around waste generated by traditional packaging materials.
LOWD wanted to address this issue head-on, ensuring every aspect of their product journey—production, packaging, and delivery—aligned with their sustainability ethos.
The challenge was to find a packaging solution that was both environmentally responsible and aligned with the brand’s premium aesthetic, enabling customers to express themselves freely without harming the planet.
THE SOLUTION
UTILISE THE NATURAL AESTHETIC OF MUSHROOM® PACKAGING TO ALIGN WITH BRAND VALUES
LOWD Cosmetics partnered with Magical Mushroom Company® to adopt Mushroom® Packaging, a fully biodegradable material made from mycelium and recycled agricultural waste.
This sustainable packaging solution eliminates the need for plastics and polystyrene, ensuring LOWD’s products are delivered in a way that aligns with their eco-conscious values.
The unique texture and natural aesthetic of Mushroom® Packaging also enhance the brand experience, allowing customers to feel connected to LOWD’s sustainability mission.
THE RESULT
SUSTAINABLE PACKAGING THAT SETS A NEW BENCHMARK FOR THE COSMETICS INDUSTRY
LOWD Cosmetics successfully launched their product line with Mushroom® Packaging, reinforcing their reputation as an innovative, environmentally conscious beauty brand.
The packaging not only protects their products during transit but also decomposes naturally within 45 days, leaving no harmful residue behind. This sustainable approach allows customers to enjoy high-quality cosmetics with a clear conscience.
LOWD’s commitment to sustainability has resonated with their audience, inspiring both creativity and eco-consciousness, and setting a new benchmark for the makeup industry.
“Since we want to look at every step in the process of making and delivering cosmetic products, Mushroom® Packaging was no doubt for us to use.
It reflects our dedication to enabling self-expression while taking responsibility for our planet.”
Felicia Aveklew, Founder, LOWD Cosmetics
