A new beauty and wellness brand, Ace of Air, has recently been launched in the USA. The company describes itself as the first, and so far only, cosmetics supplier to rely entirely on a circular economy and a zero-waste strategy. Through its "Buy The Product & Borrow The Package" principle, the company aims to take responsibility of the complete life cycle of its packaging.

All materials and ingredients are to remain in circulation for as long as possible, thus reducing waste to a minimum. When ordering more of a product, consumers return the used packaging to Ace of Air in a so-called "Boomerang Box" so that it can be reused.

Brand Promoting "Better Consumption"

The brand also wants to encourage consumers to "consume better" with its range of products. All products – skincare items and supplements – are based on vegan and cruelty-free formulations. New products have been developed by a team made up of dermatologists and naturopaths as well as nutritionists and environmentalists. They are free from ingredients such as parabens, silicones, sulphates and formaldehydes. According to the company all ingredients are fair-trade.

The brand was founded by former Revlon executive Stephanie Stahl, model Petra Nemcova and bank founder David Knowlton. Outlining their vision, they stated that they didn't just set out to establish yet another cosmetics supplier, but instead create a "beauty and wellness brand that fundamentally changes how we consume," according to CEO Stahl.

Source: Ace of Air, photo: XXX