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Masstige Hair Care Brand Moves to Aluminum for Full Line

Plant-based hair care brand Eva NYC addresses sustainable beauty’s biggest issue—non-recyclable packaging—with vibrant, new 100% recyclable aluminum bottles.

The new bottles are made from 100% aluminum, with some formats containing an amount of recycled material.
The new bottles are made from 100% aluminum, with some formats containing an amount of recycled material.

If Brooklyn, N.Y.-based Eva NYC had any doubts about making a switch from plastic to aluminum packaging for its full line of masstige hair care products, the 100% spike in orders in just the first two weeks of the new packaging’s launch must have reassured the company of the wisdom of its decision. Introduced in February 2021, the new packaging includes several sizes of a custom-shaped aluminum bottle, decorated with vibrant, shiny pastel graphics in billowing, abstract patterns. Topped with a range of matching pastel plastic caps, dispensing fitments, and trigger sprayers, the cans make a bright and spirited statement.

“Eva NYC is a brand of beauty lovers based in Brooklyn with wild imaginations and an obsession with hair,” says company Brand Vice President Jane Moran. “We make products and tools with powerful ingredients and innovative technologies that deliver seriously proven results.”

Despite its playful packaging appearance however, Eva NYC is all business when it comes to its company philosophy, ingredients, and packaging. Its consumable products, which include shampoos, conditioners, primers, hair and body mists, and other styling products, use powerful, plant-based ingredients that are certified vegan and GMO-free, certified cruelty-free by Leaping Bunny, and free of harmful ingredients.

“Effective products are key for us, and we always strive to give our customers a good hair day every day, while keeping out harsh chemicals across our entire lineup,” Moran says.


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