Online Exclusive: Packaging “Pure Love”
The Jing Ai Cosmetics collection gets back to nature and features sustainable components.
By Lisa Samalonis, Associate Editor

Jing Ai, which means “pure love” in Mandarin Chinese, is an eco-friendly cosmetics collection that combines healthy-yet-modern makeup with the sustainable packaging that eco-conscious consumers are

The natural cosmetics are packaged in tubes, compacts and boxes that are recyclable, biodegradable or both—all made in the USA.

looking for, says company founder and creator Donna Cristino. Recently, she kicked off the launch of the collection at Henri Bendel in New York.

In her early 20s, Cristino obtained her professional training at the Vidal Sassoon Academy in Mayfair, London. After graduation, she returned to the U.S., honing her skills as a beauty consultant with Estee Lauder and YSL. She went on to become an outside sales rep for one of the top wholesalers in the beauty industry. Concerns about the chemicals and compounds in makeup prompted Cristino to start her own line. “I always wanted to have my own beauty brand. I love makeup and I started really looking at the ingredients that were in products and it was very concerning to me,” she says.

That, plus the death of her grandmother Rose from breast cancer, motivated her to look for safe, organic cosmetics, she explains, adding “there weren’t any out there that felt luxurious and glamorous enough.” So working with a chemist, she developed her own makeup brand that is luxurious and healthy while free of harmful chemicals, metals and other toxic ingredients.

Jing Ai cosmetics are formulated with a blend of certified-organic ingredients such as champagne grapes from California’s Napa Valley (for the antioxidant/anti-inflammatory/anti-aging properties) and wild roses from Brazil (for their rich multivitamins, Omega 3s and Omega 6s). Additionally, the line is cruelty-, paraben-, petrochemical- and gluten-free.

The natural cosmetics are packaged in tubes, compacts and boxes that are recyclable, biodegradable or both — all made in the USA. “I designed my packaging to be eco, and I wanted it to be hip looking and pretty. When you hold it in your hand, it feels like you are holding a lovely little hat box,” she explains. “The inspiration for the brand was my grandmother Rose and out of pure love for her, each and every product is named after varieties of roses from around the world. For example, the Champagne Cocktail Glosses, come in three different colors Foxy Lady, First Love and Peekaboo—all names of roses.”

Lipgloss, black mascara (with Jing Ai’s unique paintbrush applicator), an automatic lip pencil, a glide-on automatic eye pencil, and a concealer for eyes and face are part of the collection. The bronzer duos are packaged in containers made of wildflower seed paper, which Cristino says is a “hidden bonus.” Consumers can plant the seed paper in a sunny spot and grow a bouquet of wildflowers.

The line ranges in price from lipgloss (8 g) at $19.50 to Masquerade Concealer (3 g/$25) and Sierra Glow Duo Bronzer (11g) at $28. Jing Ai donates 5% of proceeds to breast cancer charities in Cristino’s grandmother’s memory. The Jing Ai name, the packaging and the mission of the brand come together in perfect harmony, says Cristino.