100% No Evil

100% No Evil; Axiology and its revolution

A 100% no evil brand that wakes up the beauty industry.

Regardless of the progress made in the beauty industry, there is still a long way to go. There are still phenomena like animal testing and ingredients like palm oil. Nomenclatures like Clean and Natural still create confusion. However, the definition of Axiology is clear and the brand immediately declared itself as 100% No Evil ethical.

A 110% no evill brand that wakes up the beauty industry.

Axiology: a 100% No Evil brand


Axiology is a true revolution in luxury cosmetics: environmental protection, animal welfare, and first-class ethical standards.

The products are cruelty-free, with certification from PETA‘s Beauty Without Bunnies program. There are no non-vegan ingredients of any kind such as beeswax.

The brand also wins the Beacon Award: “it improves people’s lives through beauty while making the world a better place. Wasteful processes and packaging will soon be a thing of the past, thanks to the innovative efforts of our 2020 nominees”.

The win was for 100% zero-waste balms wrapped in recyclable paper. Also, the award was given for eyes, lips, and cheeks for which the products are all multipurpose and therefore more sustainable. Finally, major recognition was given to the recyclable boxes, which are handmade from Bali’s waste.

Winner Beacon Awards 2020

RECICLABLE BOXES and the 100% NO EVIL principle

It is certainly not common knowledge that Bali has a serious problem with poor waste management. The moment Axiology realized they could do something about it, they started working on packaging for the occasion. First, 100% post-consumer recycled paper is recovered from offices and hotels since recycling is not available to everyone. The shredded paper is then boiled and soaked overnight. This is definitely one of the most sustainable methods of cleaning paper without bleach or chemicals, so less energy is consumed as well. Another sustainable element is the all-female choice, especially since women constitute 10% of domestic workers and are very often exploited. As such, Axiology wanted the staff at the packaging factory to be mostly women with an environmental protector’s license.


Since 2020, Axiology has also come up with something absolutely new. Lipstick tubes are made from 100% post-consumer recycled plastic. This means that the material was already on the planet and therefore went to neutralize a new threat to the environment. What is remarkable about this post-consumer recycled plastic? The fact that it manages to keep the plastic in circulation out of landfills. In itself, that sounds like not much, but let’s just consider that an estimated 8 million tons of plastic were thrown into the ocean in 2010. To make matters worse there are also 400 years of natural disposal of plastic. Not to mention that during its stay in the water it releases dangerous chemicals and microplastics. The potential for reuse is truly enormous at this point. Unlike manufacturing, reuse is energy efficient without the use of fossil fuels.

Lipstick tubes made with recycled plastic


“Makeup shouldn’t just be safe for the people who wear it. It should also be safe for the animals, the planet, and the people who make it.” – Ericka Rodriguez, founder. Hence the four important references to the Zero Waste philosophy; No Scary Ingredients, No Animal Testing, No Exploitation, and No Lies. Also because our consumer culture is not a sustainable one. And that’s no secret. From there, the Zero Waste movement has generated an action plan to reduce our carbon footprint; principles to eliminate waste, and reduce pollution. The idea is to reuse where possible, recycle where needed, and compost where feasible. This belief is based on a principle of the circular economy for which we must imitate nature, going to reintegrate resources into the system. Also because it is well known that recycling is not a perfect solution, considering that only 9% of plastic is actually recycled.


Previously, the starting material for tubes was virgin aluminum, an extremely easy material to recycle. Gladly, the statistics are more favorable than plastic as 75% of the aluminum produced is still in circulation. In addition, there is a big electricity saving: by 95%.

Unfortunately, however, there are few recycling centers that accept mixed recyclables and they are among the most expensive. So if aluminum products are no longer recycled, we can no longer speak of a sustainable solution. Keep in mind that the process of making virgin aluminum is very destructive and leads to deforestation.

That’s why the change to PCR was revolutionary. Its use also makes perfect sense because it allows the journey of the Zero Waste philosophy to continue.

Now, who said it is not possible to be eco-friendly, fair and chic at the same time?