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Poly Lactic Acid, or cornstarch plastic, which is said to generate zero greenhouse gasses, is also generating buzz.
"Every company is looking to corn, it's renewable," said Natura's Mendes.
Aveda introduced labels made from PLA last year and plans to use the material to make caps for upcoming lines. In February, cosmetics firm Cargo launched PlantLove, a 12-unit lipstick line with tubes made from cornstarch. Estée Lauder's Origins brand is also planning to use corn derivatives for its caps, jars and labels.
Packaging can't get much greener than biodegradable cartons by brands including Pangea Organics and Cargo's PlantLove line, which have seeds embedded in biodegradable boxes, so that when they're discarded they grow into plants.
"We are constantly looking for ways to lessen our impact on the environment," said Joshua Onysko, Pangea Organics chief executive officer and founder. Added Aveda's Rosebrook, "We're practicing what we preach."