Saving the world, one mascara at a time.
Meet Izzy, the world’s first zero waste mascara. Izzy is taking big steps to reduce plastic waste with a prestige mascara that is 100% reusable, 100% recyclable, 100% certified CarbonNeutral®, and 100% gorgeous.
The global beauty industry is a $532-billion-dollar business that creates more than 120 billion units of packaging every year1. This packaging is the number one contributor to plastic production in the world. By 2050, there will be an estimated 12 billion tons of plastic in landfills and more plastic than fish in our oceans2. In the US alone, over 200 million mascaras are used and discarded every year–70% of which are not recyclable3.
Zero Waste Really
Means Zero Waste
Izzy mascara comes with no outer packaging, and is shipped in reusable mailers manufactured from upcycled materials.
Our medical-grade, American-made stainless steel tubes are designed to be cleaned and refilled over 10,000 times, so you never have to throw away another mascara for the rest of your life.
The tubes contain zero plastic components, while the plastic wipers and brushes are reground and recycled at our facility–resulting in a mascara that uses 94% less plastic than the leading brands.
Even the water from our patent-pending antibacterial cleansing process is reused, rather than dumped into the ocean.
All of our manufacturing takes place within a 400-mile radius, which means that our carbon emissions from transportation alone are exponentially lower than those of any other beauty brand. Compared to the industry standard, our mascara has a 78% smaller carbon footprint after 25 refills. The more our mascaras are reused, the smaller our relative carbon footprint becomes over time.
Thanks to our breakthrough membership model for replenishment, we can incentivize reuse and generate zero waste from start to finish.
Izzy is clean
Not only is our prestige mascara formulated by the same filler that currently services some of the world’s leading mascara brands, but it is clean, vegan-friendly, cruelty-free, certified organic by the FDA, and free of gluten, GMOs, alcohol, oil, parabens, phthalates, silicone and talc.
Izzy gives back
Izzy is passionate about leaving the world a better place than we found it. That’s why we donate a portion of the proceeds from every Izzy purchase to three foundations that inspire us: the National Forest Foundation, Her Justice, and Pencils of Promise. Izzy members who participate in our loyalty program have the option of donating their points to one of these three organizations.
The National Forest Foundation leads forest conservation efforts—including broadscale tree-planting initiatives—in the U.S., and promotes responsible recreation.
Zero Legal Barriers
Her Justice pairs thousands of well-trained pro bono attorneys with New York City women living in poverty who have legal needs in the areas of family, matrimonial and immigration law.
Zero Children Without Access to Education
Pencils of Promise creates schools, programs and global communities in the developing world around the common goal of education for all.
How It Works
Choose Your Option
We offer three purchase options so you can choose the one that’s right for you. All options come with a three-month supply of our volume-boosting zero waste mascara, while the quarterly and annual Zero Waste memberships include refills. You can always add refills to your one-time purchase, and you can change or cancel your membership at any time.
Get Your Izzy
After picking your plan, you’ll receive your Izzy in a reusable mailer. A scannable QR code on the mailer will take you to the Izzy website, where you can easily access information about our mascara, memberships and zero waste policy.
Send It Back
If you’ve purchased a membership, you’ll receive a sterilized and refilled mascara every three months with a prepaid reusable return mailer for your empty Izzy.
Meet Our Founder
Founder + Chief Zero Waste Officer
After having accrued nearly two decades of dedicated beauty experience in marketing, innovation and product development, Shannon Goldberg founded Izzy with the goal of creating a zero waste beauty brand that would contribute to a brighter future for her daughter, Emm. “I wanted to provide my daughter with truly sustainable options when it came to cosmetics,” explains Shannon. “Beauty products that were clean, planet-friendly and performance-driven.”
In the process, Shannon created a brand that transcends waste reduction by eliminating waste altogether. In addition to not using any outer packaging, Izzy challenges traditional notions about supply chains, product development and marketing by having the smallest carbon footprint of any beauty brand in the world. Izzy’s entire supply chain is located within a 400-mile radius, while the initial product offering itself–a zero waste mascara–is 100% refillable, reusable and recyclable. Not only does Izzy show the world that Millennial moms like Shannon can form newer, greener beauty habits that go against those of past generations, but it’s a brand that future beauty consumers like Emm can stand behind and feel good about.
Shannon remains inspired by Emm to do everything she can to make the world a more sustainable place for her. “By 2050, the oceans are projected to contain more plastic than fish,” warns Shannon, citing a recent report by the World Economic Forum. “If we want to give our children a fighting chance tomorrow, then we need to do something radical about reversing this cycle today.”
But for Shannon, Izzy is about more than just affecting change. “It’s about doing the right thing,” she adds, “and looking beautiful while doing it!”
What Izzy Is (and Isn’t)
Never tested on animals. No animal products in our formula or components.
No disposable packaging, shipping materials or components.
No gluten in our formula.
Reduce, Reuse, Recycle
All components are 100% reusable and recyclable. 94% less plastic than the leading mascara brands, and all plastic components are reground and recycled at our facility.
All ingredients in our formula are ethically sourced, and all our manufacturing is slave-free.
Small Carbon Footprint
A certified CarbonNeutral® product with a 78% smaller carbon footprint
after 25 refills compared to the industry standard. The more our mascaras are reused, the smaller our relative carbon footprint becomes over time.
We incorporate sustainability into all business decisions and operations, and offer an eco-friendly, reusable product that replaces the demand for non-green mascaras.
With no outer packaging, we’re as eco-friendly as it gets.
Replacing your mascara every three months helps combat dryness, redness and irritation from bacterial buildup or environmental stressors like wildfire smoke and pollution. It also prevents the formula from drying out and becoming flaky.