With the new certification scheme for its VEOCEL™ branded fibers, Lenzing establishes its fiber brand as a label of trust for eco-conscious consumers. Only personal care and beauty products made from 100% cellulosic and biodegradable fiber materials are now qualified to feature the VEOCEL™ logo.
Lenzing Group (Lenzing) unveiled the new co-branding certification criteria for its specialty nonwoven ingredient brand – VEOCEL™. From 1 July 2019, the VEOCEL™ logo will only be featured on personal care and beauty products made from 100% cellulosic and biodegradable fiber materials. This is an industry-first approach to establish a fiber ingredient brand as a label of trust, which aims to facilitate consumers in identifying sustainable nonwovens personal care and beauty products such as wipes, moist toilet tissues and facial sheet masks.
Lenzing, as a nonwovens fiber producer and advocate for sustainability, has taken an industry first step to enable consumers to make eco-conscious choices. Brands and retailers who intend to feature the VEOCEL™ logo on their personal care and beauty products may now only use blends of raw materials that are entirely cellulosic and biodegradable. Such valiant move further represents Lenzing’s commitment to offer sustainable solutions for consumers who would like to enjoy the convenience of single-use products with a clear conscience.
Reinforce the VEOCEL™ brand promise and the new certification criteria
“Natural circularity” – the brand promise of VEOCEL™, is based on three main pillars: botanic origin, environmentally sound production and biodegradability. VEOCEL™ branded fibers are made from the renewable raw material wood and produced through environmentally responsible processes. The fibers are fully biodegradable, endowed with the ability to break down safely and quickly and fully revert back to nature after disposal.
VEOCEL™ branded products range from fibers in personal care and beauty wipes, moist toilet tissues to facial sheet masks. The introduction of new certification criteria further upholds the VEOCEL™ brand’s label of trust promise, allowing only 100% cellulosic and biodegradable materials such as LENZING™ branded viscose, cotton and wood pulp to blend with VEOCEL™ branded fibers. Such stringent measures safeguard the label of trust commitment and benchmark of the VEOCEL™ brand, and consumers can be ensured that VEOCEL™ co-branded products are free from fossil-based materials and bio-plastics.