As a beauty editor, I try loads of beauty products – my shower is filled with no less than a dozen shampoos, conditioners and body washes at this very moment – and I also waste more than I’d care to admit. It’s not because I’m drowning in so many products I end up trashing them. Quite the contrary, I’m in the beauty biz because I love beauty products and want to use them – all of them, all the way down to the bitter end. Too many beauty bottles don’t let that happen. Like plenty of other beauty junkies on the planet, I’ve pounded bottles on my palms until they’re sore, twisted tubes until my fingers turned white and flooded containers to force the product free. There has to be an easier solution for digging out that last drop.
It turns out there is. While recently scanning QVC’s website, as I’m apt to do to troll for intriguing beauty finds, I discovered a new beauty product emancipation device called Flip-It! Grappling with a particularly stubborn lotion, Steve Epstein, vice president of Mid-Continent Packaging, had an epiphany: there had to be a better way to purge the product. He created Flip-It!, which uses a cap and adapters in different sizes to assist in flipping bottles upside and liberating formulas from them. The Flip-It!, sells for $19.95 on Amazon and QVC, where customers regularly scoop up 3,000 units in a matter of minutes. In January, Flip-It! sales skyrocketed 800 percent, according to Kathryn Reinhardt, a spokeswoman for Flip-It!
It has been proven that a fourth to an eighth of the bottle is just thrown away because it is too difficult for people to get out.
“It has come to the point where Epstein has to be constantly producing because there is such a high demand for Flip-It!,” she says. “It is something that we all struggle with. Not only with beauty products, but with ketchup or other condiment bottles as well. They are not made so it is easy to get out that last bit. It has been proven that a fourth to an eighth of the bottle is just thrown away because it is too difficult for people to get out. You definitely don’t want to throw away your $30 lotion. You want to use every last cent of it.” Reinhardt adds that Flip-It! adapters work with the majority of beauty product packaging – not to mention the packaging for everything else – on the planet. That’s good news for women who are looking to get the most from beauty products Mint.com estimates they spend an average $15,000 in their lifetimes.
If the Flip-It! isn’t for you, Allure editor Sophia Panych has unearthed alternative options for making beauty liquid budge. In a post on the magazine’s Daily Beauty Reporter blog, she suggests Every Beauty Drop Spatula priced at $4.99 at The Container Store and Waste Not Nut, an inverted bottle system scheduled for release soon that, not unlike Flip-It!, frees product with the help of gravity. “The nut looks like a plastic washer and snaps onto a clear plastic cup like the one doctors use to collect urine samples. Then you turn your bottle of shampoo, face wash, or Sriracha (beauty products aren’t the only things that come in bottles) upside down and let it rest in the center of the washer,” writes Panych.
These extra contraptions wouldn’t be necessary if beauty packaging always did its job. Vonda Simon, founder and chief executive officer of cosmetics packaging firm SeaCliff Beauty, says there are available packaging remedies. She points to airless encasings that don’t suffer the fate of the final amount of product being glued to their feet. “Airless pumps allow the brand to package the product in an airtight component that houses a piston and when the pump is actuated, the piston rises and pushes the product up,” she explains. If product doesn’t rise in beauty packaging, Simon surmises it could be because brands aren’t doing sufficient testing. Many beauty brands definitely deserve an F for their bottle efforts.