Mattel and Spain’s Mondo Toys have signed a multi-year partnership to launch a line of “clean” makeup products for Barbie, including a lipstick, three eyeshadows, a lip gloss, a makeup case and several bags.
There was no information at press time on when the line would hit shelves, but Mattel said in a press release that additional products will follow in 2022. The toy giant said that the makeup is vegan, cruelty-free, made using organic materials and features ethical processes focused on environmental sustainability.
There is no regulatory definition for “clean” cosmetics, but the term is generally used to describe makeup that is safe and non-toxic, and that labels its ingredients in a transparent way. Products that claim to be “organic,” “natural” or “green” are not, by definition, non-toxic.
While there are a few “natural” or “clean” beauty products targeting kids currently on shelves, Mattel’s line seems poised to be a heavyweight in the space. The toyco has been focusing on greener products a fair bit this year, launching a Mattel PlayBack toy recycling program in May, and rolling out its Barbie Loves the Ocean line this summer, featuring three dolls whose bodies are made from 90% recycled ocean-bound plastic parts.