There is a brave entrepreneur who launched a line of plant-based makeup instead of using fossil fuels. In June, this very entrepreneur was the recipient of an $8.2 million offer from the venture capital team of L’Oréal. The original collection of the product line includes 12 liquid eye shadows that are long-lasting, 3 eyebrow mascaras, and 3 waterproof mascaras. 21 lipsticks were then added to this list.
An Expensive Change
The long-wear makeup demand constitutes one-fourth of the makeup market. It has a valuation of $12 billion. There is a vital ingredient that is used in them called isododecane. This ingredient can be obtained and synthesized from the plants but the cost is 100 times more expensive than using crude oils.
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