When I started Hello Wink, I had a vision: create a makeup brand that didn’t contribute to plastic waste. It seemed simple—ditch plastic, make great products, and help people switch to sustainable beauty. But, like anything worth doing, it turned out to be much more complex than I expected. Looking back, there are so many things I wish I had known before diving into the world of plastic-free cosmetics. If you’re curious about the journey or thinking about creating your own sustainable brand, here are some things I’ve learned along the way.
1. Going Plastic-Free Is Harder Than It Looks
I knew plastic was everywhere, but I didn’t realize just how deeply embedded it is in the beauty industry until I started sourcing packaging. Most suppliers only offered plastic options, and even brands that claimed to be sustainable were using plastic liners, seals, or hidden components. Finding truly zero-plastic solutions took months of research, testing, and sometimes, custom manufacturing. If you’re going plastic-free, prepare to dig deep and challenge industry norms.
2. Sustainable Ingredients and Packaging Are Expensive
One of the biggest shocks was the cost of sustainability. Bamboo, aluminum, and compostable materials are often way more expensive than plastic. On top of that, using natural, high-quality ingredients (instead of cheap fillers) meant my production costs were significantly higher than mainstream brands. I had to learn to price my products in a way that reflected their value without alienating customers.
3. People Love the Idea of Sustainability… But Habits Are Hard to Change
Consumers are becoming more eco-conscious, but I quickly realized that convenience still rules. Many people want to be sustainable but hesitate when faced with a product that requires even a slight change in routine—like pushing up a lip balm instead of twisting a plastic tube. Education is key! I’ve had to show people how to use and store plastic-free products to help them make the switch.
4. You Can’t Please Everyone (And That’s Okay)
I’ve had customers who love my products and my mission, and others who want things I can’t offer—like ultra-low prices or plastic caps. In the beginning, I tried to accommodate every request, but I quickly realized that staying true to my brand values was more important. If you’re building a sustainable brand, stand firm in your mission. The right customers will find you.
5. Building a Brand Is Just as Important as Making a Great Product
I started Hello Wink thinking that as long as I made amazing plastic-free makeup, people would come. But the truth is, branding, storytelling, and marketing are just as crucial. Customers need to connect with your brand’s mission and personality. That’s why I focus on making Hello Wink feel personal—because it is! I handcraft these products with love, and I want people to feel that when they shop with me.
6. Every Small Change Adds Up
At times, I’ve felt overwhelmed, wondering if my little brand can truly make a difference in a world dominated by giant beauty corporations. But then I see customers making the switch, reducing their waste, and sharing their love for plastic-free makeup. Every small change matters, and every person who chooses sustainability helps push the industry forward.
Final Thoughts
Starting a plastic-free makeup brand has been one of the hardest, most rewarding things I’ve ever done. If I could go back, I’d tell myself to expect challenges but to keep going because the world needs more sustainable beauty options. If you’re on your own journey to a more zero waste routine (or thinking about starting a brand yourself), know that every effort counts. We’re in this together.
Have questions about sustainable beauty or my journey with Hello Wink? Drop them in the comments—I’d love to chat!
🩷 Francesca