Plastic-Free July is here—a time to take a closer look at our daily habits and ask: How can I make more sustainable swaps in my life? One area that’s often overlooked? Your makeup bag.
If you’re anything like us, you’ve probably tossed out more empty mascara tubes, broken compacts, and mystery-labeled lip glosses than you care to admit. And unfortunately, most of that packaging ends up in landfills—or worse, oceans.
But don’t panic! This is where Axiology comes in. With a mission rooted in sustainability, minimalism, and clean beauty, Axiology is leading the charge toward a truly plastic-free makeup industry—and we’re honestly kind of obsessed.
Meet The Brand: Axiology
Axiology is a clean beauty brand that does things differently. It was founded by Ericka Rodriguez after she discovered just how much plastic waste the beauty industry produces—and how few brands were doing anything about it. Inspired to be the change she wanted to see, she got to work formulating lipsticks in her kitchen and designing packaging that wouldn’t add to the planet’s trash problem.
The result? Axiology: a vegan, cruelty-free, palm oil-free makeup line with 100% plastic-free packaging.
Their standout product, the Balmie, is a multi-use crayon that can be used on your lips, cheeks, and eyes—and it comes totally tube-free. It’s wrapped in recycled paper and packed in recyclable boxes. Even the shipping materials are plastic-free.
And yes—they’re as dreamy and pigmented as they sound.
Why Plastic-Free Beauty Matters
Let’s get real: the beauty industry produces an estimated 120 billion units of packaging each year. And most of it? Not recyclable. Not compostable. Not sustainable.
It’s easy to ignore the impact of a mascara tube or a compact here and there. But over time, those small items add up. Plastic-Free July challenges us to think about our habits and make swaps that align with the kind of future we want to see. That’s what makes brands like Axiology so important.
Instead of trying to “offset” their waste, they’ve designed products that don’t create it in the first place. That’s a huge deal.
What Makes Axiology So Special?
1. Plastic-Free Everything
Axiology doesn’t cut corners. From the Balmies themselves to the outer packaging and even their tape and shipping boxes—everything is plastic-free. No greenwashing. No “we’ll recycle it later.” Just smart, sustainable design that’s actually compostable or recyclable at home.
2. Multipurpose = Minimalist
We love a good multitasker, and Axiology’s Balmies check every box. They’re made for lips, cheeks, and eyes—so you can simplify your routine and lighten your makeup bag. No more buying three separate products when one stick does it all.
Plus, with easy-to-blend formulas and skin-loving ingredients like avocado oil and candelilla wax, they’re basically skincare and makeup rolled into one.
3. Clean, Conscious Ingredients
With ingredient lists you can actually understand, Axiology makes it easy to feel good about what you’re putting on your skin. The formulas are vegan, cruelty-free, palm oil-free, and free of synthetic junk. Just nourishing oils, waxes, and pigments that do their job and support your skin barrier.
Best-Selling Balmies to Try
Let’s talk shades—because yes, you can be eco-conscious and look good doing it. Axiology’s Balmies come in a wide range of colors that flatter every skin tone, from warm corals to bold berries to subtle highlighters.
Here are a few cult favorites:
- Peach – A bright, warm coral that screams summer and instantly brightens your face. Perfect for beach days or brunch.
- Nude Plum – A moody mauve that’s just dramatic enough for date night or cozy fall vibes.
- Champagne – A luminous highlighter with a soft shimmer. Dab it on your cheekbones or inner corners for that glowy, “I slept eight hours” look.
- Cotton Candy – A playful pink that gives you a flushed, fresh-faced glow. Basically your cheeks but better.
And if you can’t decide? Axiology offers Balmie trios like “Of the Earth” and “Cotton Candy Skies” to help you build a zero-waste capsule makeup kit.
How to Use Balmies
Using Balmies couldn’t be easier—and that’s part of the appeal. Whether you’re a makeup minimalist or just short on time, they deliver color fast without the fuss.
Here’s a quick how-to:
- Lips: Apply like a regular lip crayon. Dab for a subtle tint or layer it up for bold color.
- Cheeks: Swipe directly on and blend with fingers or a brush for a natural flush.
- Eyes: Use your finger to pat on a wash of color or highlight the inner corner.
Since they don’t come in a twist-up tube, just peel back the paper as needed. And be sure to store them somewhere cool—they’re sensitive to heat!
Where to Buy
You can shop the full Axiology collection on their website, axiologybeauty.com. They often have value sets, new seasonal trios, and bundle discounts. Use code GENTWENTY for a discount!
Shipping is always plastic-free (obviously), and your order arrives in recyclable or compostable packaging—down to the tape.
Final Thoughts: Axiology Is Leading the Way
Plastic-Free July isn’t about perfection towards going zero waste—it’s about progress. Swapping your conventional blush or lip tint for a Balmie may seem small, but it’s a step in the right direction. And when you support brands like Axiology, you’re helping shift the industry toward a more sustainable, transparent, and ethical future.
We’re huge fans of their minimalist ethos, their dedication to clean beauty, and the fact that they make eco-conscious living feel fun and empowering—not overwhelming.
So whether you’re trying to build a more sustainable beauty routine or just love a good multipurpose makeup stick, Axiology is definitely worth checking out this month—and all year long.
Have you tried Axiology yet? Which Balmie shade is your fave? Let us know in the comments and tag us in your zero-waste beauty routines this Plastic-Free July!