06.28.23
Wende Zomnir, beauty industry veteran and founder of Urban Decay, has moved on to her next venture—Caliray. And the clean beauty brand with colorful packaging has partnered with Element Beauty Group.
Together, they'll push the boundaries of creativity and sustainability in the beauty industry, Element Beauty Group says.
Zomnir says she envisions a more sustainable beauty industry “with a touch of sexiness and fun," saying, "There's no joy in doom and gloom. Let's make sustainability appealing."
Zomnir explains, “Caliray rejects punitive and fear-inducing marketing tactics, recognizing that eco-anxiety is on the rise. Instead, the brand celebrates beauty and invites people to join the party, not the funeral. Caliray is all about embracing individuality, personality, and the celebration of beauty.”
Zomnir and the Caliray team are shown above—Zomnir is third from the left. The photo is posted on Instagram @wendezomnir, and it's from San Diego's Switchfoot Bro-Am event. The Caliray team handed out samples.
“As a brand, we believe it is our responsibility to challenge the status quo and seek out innovation while enjoying the process,” Zomnir says. "Our mission is to push boundaries and continually search for the most sustainable option in each new product we launch," she adds.
Zomnir knows how to push boundaries—she's often credited with making Urban Decay the edgiest beauty brand in the world, and Forbes says she "broke the beauty mold."
Caliray's Refillable Bamboo Palette is Compostable
Caliray says it empowers and educates consumers by using Ocean Plastic for packaging, and developing refillable packaging concepts.
The "Endless Sunset" refillable bamboo palette is shown above. It is also compostable, according to Element Beauty. The lid slides to open, and consumers can easily pop in makeup refills.The makeup in the palettes is talc-free, long-wear, multi-purpose eye and cheek color. The formulas are infused with magnesium myristate, amino acids, and rice extract.
A Clean Mascara in Ocean Plastic Packaging
Caliray's "Come Hell or High Water" mascara, is the first clean and super volumizing mascara with long-wear potency and lash conditioning argan oil.The mascara comes packaged in 100% Ocean Plastics. In the next iteration, Element and Caliray are exploring the use of recycled PCR fibers for the brush, aiming to create a mascara composed entirely of recycled materials.
A Collaboration Focused on Advancing Sustainability
Element Beauty Group talks about the new partnership, saying it supports Caliray in bringing fresh ideas to the table. Zomnir adds, "Element is always seeking the next step towards sustainability in each product iteration."Zomnir continues, "Our goal is to create clean and healthier products for both people and the planet. We need to educate consumers about the value of science and research in beauty."
Caliray is also partnering with Pact Collective. She explains, “Customers seek simplicity, understanding, and enjoyment in their beauty routine, while also prioritizing the planet's well-being. We address this by participating in recycling initiatives such as Pact Collective, focusing on reclamation through send-back and retail.”
We can't wait to see more from Zomnir—and Caliray.
