Jenna Lyons, former creative president and president of J.Crew who starred on the reality show, “Stylish with Jenna Lyons,” launched a brand of fake eyelashes called Loveseen, along with makeup artist Troi Ollivierre.

The brand worked with Innovative Beauty Group to develop stylish sustainable packaging for its lashes.

“Jenna and her team had a very specific vision for the lash packaging, and the package development process required many months of redesigns, sampling, and strategic innovation,” says Jennifer Raphael, general manager at Innovative Beauty Group North America, a division of Albéa. “The packaging is 98% plastic-free, with the goal to move to 100%,” she says.

Loveseen’s consumer can store their fake lashes in a chic reusable gold brass lash box with a mirror, called the “Little Brass Box.”

Consumers can purchase one of the brand’s many fake eyelash styles. They are packaged in a  eco-friendly package that has an inner tray made of 100% molded sugarcane pulp, which is also known as bagasse.

Lyons comments, “When I visited the factory to meet our partners, we got a tour of the facility and saw a football field size room of plastic molds and trays. We decided at that moment that it was imperative that we do something different—so we set out to create our own custom tray that was a kinder solution to the Earth.”

The tray slides into an outer pack made of post-consumer recycled paperboard. A cotton cord elevates the look, while making it easier to slide the tray out.

“The pack isn’t decorated with glossy or metallic ink to interfere with recycling. After the clear PET window is removed, it can go into a curbside recycling bin,” explains Raphael.

The clear window on the top of the lash pack is “the last piece of plastic we are working on phasing out of our future design,” the brand states.

Click through the slider above for photos.

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