Hourglass and Selfridges eye up sustainable future with pop-up eyeshadow bar

Shoppers can design their own recyclable eyeshadow palettes at the vegan-friendly and cruelty-free cosmetics brand's The Curator pop-up

Hourglass Cosmetics has its eye on the prize of sustainable creativity with the launch of its latest pop-up at Selfridges, said to offer consumers a new way to experience eyeshadow.

Open until 22 July, The Curator pop-up celebrates the vegan-friendly and cruelty-free make-up brand's customisable eyeshadow palettes of the same name and allows shoppers to create their own eyeshadow palettes, choosing from a wide range of 40 shades across four finishes.

Visitors can choose from 1-, 3- or 5-pan palettes, and can shop Hourglass' #CuratedBy collection featuring shades chosen by influencers including model Georgia May Jagger and celebrity make-up artist James Molloy.

The Unilever-owned brand's make-up artists will also be on hand for shoppers to book complimentary services, allowing them to see their personalised eye looks come to life.

In addition, the palettes have been crafted to be reusable and recyclable, made from tin and post-consumer recycled (PCR) plastic, which is said to reduce waste by one plastic bottle per 1-pan palette, two and a half bottles per 3-pan palette, and five bottles per 5-pan palette, according to the brand.

Hourglass CEO and founder Carisa Janes commented: “I designed Curator with sustainability in mind.

“It’s a purposeful way to shop eyeshadow, allowing you to choose the exact shades you want, so you’re not ending up with a palette full of extra shades you’ll never use, while the chic refillable palettes help reduce waste over time.

“Much like the sustainability of luxury fashion, Curator is about investing in your future – you buy a high-quality palette now, and then use it forever.”

The pop-up is part of Selfridges' Project Earth sustainability push championing recyclable and refillable beauty brands and products, which it rolled out last year in a bid to tap into growing consumer demand for eco-friendly retail experiences.

Melissa McGinnis, Head of Beauty Buying at Selfridges, added: “We are incredibly excited to launch the Hourglass Curator Eyeshadow Collection here at Selfridges.

“We can't wait to see our customers experience the personalisation offering.”

Hourglass' latest launch joins a growing number of beauty and fragrance brands offering refillable products at the luxury department store, including the likes of Charlotte Tilbury, MAC, Tom Ford and Armani, while Selfridges is also said to be working with 80 beauty brands and 20 cross-category launches to offer shoppers more reusable concepts.

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