THE REVOLUTIONARY DISSOLVABLE CONCEPT
A COMPLETELY ETHICAL PRODUCT
Friendly To Sea Life
Since our launch three years ago, Prima Makeup has gained a reputation for innovative, eye-catching products. We were the first to launch a pressed glitter onto the UK market, selling over 180,000 units in the first year. We’ve grown rapidly to meet demand and now offer a diverse range of cosmetics. However, our commitment to high performance and quality remains the same.
We’ve always been ethically conscious and from the outset, a completely vegan and cruelty free brand. However, we felt we could go further still to reduce Prima Makeup’s impact on the planet.
That’s why in 2018 we challenged ourselves to not only produce a fully biodegradable glitter, but also the cosmetic industry’s first fully dissolvable pot. And after months of research and development, we’ve finally cracked it. The result is our revolutionary new glitter range: Gl₀H₂O.
Why is it a game-changer?
Traditional Cosmetic Glitter is a microplastic. Microplastics are tiny plastic discs, so tiny that they are able to pass through water filtration systems without being caught and continue into the world’s oceans. They are very harmful to sea life and can take up to 1000 years to fully decompose.
This is why we are so excited about the potential of Gl₀H₂O: a fully biodegradable glitter, within a pot which will completely dissolve once its work is done. This truly is Glitter without the Guilt.
Our incredible pots are made up of a water-soluble synthetic polymer called polyvinyl alcohol.
You have probably come across it in your everyday life without even knowing it! The plastic film that holds in detergents for washing liquids and dishwashers is made up of this wondrous polymer.
It is not only dissolvable but also biodegradable and leaves a solution which is non-toxic to sea life.
It has been used since 1924, but its true potential as an environmentally friendly plastic alternative has not yet been utilised. Put simply, it can help in the fight against single use plastic.The reason this polymer is so suitable for cosmetic applications is that despite its highly soluble properties, it is resistant to oils. Meaning that your oil-based cosmetics will safely sit inside the pot and make contact with the surface without reaction.
It’s 2019, we’re all aware of the plastic epidemic and the drastic effect it is having on the environment. Some countries are making a huge effort to recycle, but National Geographic is reporting that “a whopping 91% of plastic isn’t recycled.” Despite efforts to recycle the plastic which is being created, the crisis continues.
The mass production of plastics began six decades ago and accelerated so rapidly that it created 8.3 billion metric tons- the majority as single use plastic.
The New Plastics Economy is a great place to start and we are completely behind it. If you are interested, you can read more about it here.
When you think about the plastic epidemic, what do you picture?
Not the cosmetics industry.
446 billion pounds was spent on cosmetics last year. All produced in single use plastic.
We cannot stress the importance of progress. As such we have created gloh2o. A traditional plastic alternative, destined to leave a positive impact on not only the cosmetics industry, but also the world.
Beauty Shouldn’t Cost Our Environment.
- Keep your pot in a cool, dry environment
- Keep your pot away from direct sunlight
- If your pot gets wet it may become sticky, put it in a dry environment until it solidifies
- Share the love: tell your friends all about this revolutionary new material
Once you are done with your glittering and glowing makeup, be sure to rinse it out thoroughly as having some makeup residue in there may slow the dissolving process.
Unlike any other cosmetics packaging, Gl₀H₂O products dissolve in water, leaving a completely non-toxic solution which is safe to pour down the drain.
- Pop your empty pot in the dishwasher in the cutlery tray face up. Set the timer for a full cycle (the extra minerals will also help to clean the dishes!)
- If you want to watch the magic happen, you can place your empty pot in a heat-proof tumbler or glass and add either cold or boiling water. You may need to add additional boiling water and stir occasionally to encourage the dissolving process.
There may be a small amount of mineral residue left in your glass which is completely safe to pour down the drain.
Bio Glitter Mix
Glo Up Highlighter