PRESS RELEASE – Ellure and Green Little Heart Launch World’s First In-Store Lipstick Printing Robot in Stockholm
PRESS RELEASE Stockholm, November 6th, 2024
Marking a major milestone in beauty technology, Ellure and Green Little Heart have partnered to launch the world’s first commercialised in-store robot that prints customised lipsticks on demand. Now available at Green Little Heart’s eco-conscious Stockholm store, this cutting-edge technology allows customers to choose from over 1,000 shades, all mixed and printed in real-time, making the dream of sustainable, personalised beauty a reality.
This innovative solution not only enhances customer choice but also tackles waste by embracing a fully sustainable, print-on-demand approach. “Working with Green Little Heart to place our lipstick-printing robot in their store brings our dream of sustainable, customizable beauty products to life,” shared Selah Rui Li, CEO & Co-founder of Ellure. “This innovation speaks to our commitment to a cleaner beauty industry, where customization doesn’t come at the cost of the planet.
“After two years of hard work, we actually have a robot in our commercial space—and that feels fantastic! Both Ellure and Green Little Heart share a common strategy to replace linear production with a more circular process. The plastic overproduction in makeup is a good place to start, and we are very proud and happy,” said Therese Lundquist, CEO & Founder of Green Little Heart.
About Green Little Heart
Green Little Heart (“GLH”) is a community driven impact platform where both brands and the conscious consumers interact. Green Little Heart is already a known brand within the conscious consumer space and just launched their first Node of Impact – a physical retail space in the heart of Stockholm, combined, home to more than 170 innovative and conscious brands.
Looking forward, Ellure and Green Little Heart are dedicated to advancing sustainable beauty through refillable, on-demand products that support a circular economy. By introducing refillable options, the partnership aims to minimise waste, encourage reusability, and provide eco-conscious consumers with a greener beauty experience. This future vision combines the convenience of customised, on-demand products with the environmental benefits of a refillable system, designed to reduce the industry’s reliance on single-use packaging.
Problem background
The global beauty industry currently produces over 120 billion units of cosmetics each year, yet the recycling rate remains almost zero. Sweden, which has the highest cosmetics consumption rate in the EU, exemplifies a linear approach to beauty consumption: virgin materials are sourced to manufacture products, often resulting in surplus inventory and eventually leading to waste. This cycle persists due to high consumer demand and limited options for conscientious consumption.
The challenges of recycling cosmetics packaging add further complexity. Residue from leftover products makes most containers hazardous waste, which are typically incinerated rather than recycled—deviating far from the circular ideals that the industry aspires to. If fully recyclable cosmetic packaging became the standard, it could cut the beauty industry’s carbon emissions by up to 70%, highlighting the urgent need for sustainable practices.
BESÖK ÄVEN VÅR
NODE OF IMPACT
EN GRÖN GALLERIA
MED UTVALT SORTIMENT
ADRESS
SWEDENBORGSGATAN 2
STOCKHOLM
ÖPPETTIDER
måndag – lördag: 11 – 18:30
lördag – söndag: 12 – 16:30
Crafted in Barcelona in small batches, AQVA Swimwear is made using premium regenerated fabrics and refined Mediterranean craftsmanship.
By transforming recovered materials into timeless designs, AQVA creates swimwear that fits beautifully, lasts season after season, and honours the sea that inspires every collection.
At Green Little Heart, we carefully curate plant friendly brands that align with our values of sustainability and conscious living. Every order placed through our marketplace plants a tree and supports our monthly donations to @peta and Healthy Oceans, helping to protect animals and marine life around the world.
Discover this swimsuit and more on our marketplace. 💚
#SustainableSwimwear #EcoFashion #ConsciousLiving#EthicalFashion #SustainableStyle
Meet Sol de Ibiza, a leading European brand creating certified organic mineral sunscreens with natural, cruelty free ingredients and a strong commitment to sustainability. ☀️🌿
Made with non nano zinc oxide for broad spectrum UVA and UVB protection, Sol de Ibiza combines effective sun care with thoughtfully sourced plant based ingredients that are gentle on your skin and the environment.
From ocean friendly formulas to plastic free, zero waste packaging, every product reflects a mission to protect both people and the planet.
Find Sol de Ibiza products at the Green Little Heart Marketplace.💚
#organicskincare #zerowaste #cleanbeauty #mineralsunscreen #stockholm
Midsommar fit🤍
Shirt dress: @jf_peace_design
A design practice rooted in craftsmanship and artistic expression, creating garments that emphasize individuality, mindful production, and creative storytelling.
Bag: @abloom_collection
The Abloom Collection is a curated line of sustainable fashion that combines eco‑friendly materials with refined design, offering timeless pieces that embody renewal and conscious living.
#gladmidsommar #stockholm #greenlittleheart #outfittoday #slowfashion
Looks | Stockholm Fashion Week 2026 | part 2
*our fashion show explored the theme of endangered and near-extinct animals, featuring models styled with animal-inspired makeup to bring their stories to life.
*Look 1
Dress: @reda_paula
Bag: @lefrik
Model: @izaedslatt
Polar Bear: Melting Arctic ice is destroying polar bears` hunting grounds, driven by overconsumption and fossil-fuelled manufacturing. Garments made to last are a quiet act of resistance against that throwaway economy.
Look 2
@nikolajstormcopenhagen
Model: @dialogiskt
Look 3
@reda_paula
Model: @fridawaywell
Look 4
Kaftan: @studioheijne
Clutch: @encore.nuit
Model: @sofiamiled
*Look 5
Dress: @reda_paula
Bag: @attage.se
Model: @rebeckalemoine
Arctic Fox: Once hunted for its coat, the Arctic fox now loses ground to a warming tundra. Fashion helped cause that, now it can help fix it, by taking only what the world can give back.
Look 6
Opera Coat: @jf_peace_design
T-shirt and Trousers: @the__wiman
Model: @ullrika_golden @golden_age_models
Look 7
@jannikesommar
Model: @backmanowich
Look 8
@jf_peace_design
Model: @saracalliemusic
Look 9
@jannikesommar
Model: @kenanden
Look 10
@jf_peace_design
Model: @annasofia_golden @golden_age_models
Look 11
Dress: @reda_paula
Clutch: @encore.nuit
Model: @anna.kaijser
Fish: Ghost nets drift the oceans for decades, silently trapping marine life. Synthetic microfibres from clothing make up 35% of primary ocean microplastics, recycled and natural materials cut that waste at the source.
Photographer @1_way_ticket_photo_video
MUA @maria__makeup029 @makeup.by.mjm @oliviabrillantes
Looks | Stockholm Fashion Week 2026 | part 1
*our fashion show explored the theme of endangered and near-extinct animals, featuring models styled with animal-inspired makeup to bring their stories to life.
*Look 1
Dress: @jf_peace_design
Model: @shama_persson @golden_age_models
Snowy Owl: Snowy owls rely on undisturbed tundra now disrupted by climate shifts. Like slow fashion, true quality can`t be rushed.
Look 2
Dress: @reda_paula
Model: @brillanteselvira
Look 3
@encore.nuit
Model: @lovisahillberg
*Look 4
@nikolajstormcopenhagen
@stefan.rasta.hoglund @golden_age_models
Eurasian Lynx: The lynx needs vast forests, vanishing as raw-material demand drives deforestation. Slow, traceable fashion leaves more space for the wild.
Look 5
Jacket: @frankie.collection
T-shirt: @the__wiman
Jeans: @studioheijne
Bag: @abloom_collection
Model: @golden_age_models @niinami
Look 6
@qeenew
Model: @yolandaatteyeh
Look 7
@jojobyliljekvist
Model: @aasom_oo
*Look 8
Kimono: @withsegerqvist
Pants: @1peopletogether
Model: @golden_age_models @magdalena_moldoveanu
Butterfly: Butterfly numbers have dropped 80% in some regions, fed by pesticide-heavy cotton for fast fashion. Natural, low-impact fibres protect the pollinators we depend on.
Look 9
@jojobyliljekvist
Model: @vanessamartin.fem
Look 10
@jannikesommar
Model: @shravanponappa
Look 11
@abloom_collection
Model: @devdariani.eye
Photographer @1_way_ticket_photo_video
MUA @maria__makeup029 @makebyjazz @oliviabrillantes
bts🎥
Beneath we Bloom - a regenerative runway made possible through @savedbybravado with @the.asfb @stockholmfashionweekofficial - thank you for believing in us, and our exquisite ethical brands:
@jf_peace_design @jojobyliljekvist @reda_paula @abloom_collection @nikolajstormcopenhagen @jannikesommar @frankie.collection @withsegerqvist @qeenew @attage.se @encore.nuit @lefrik @inika_organic_sweden
Special thanks to our beautiful models from @golden_age_models and around the world @devdariani.eye @vanessamartin.fem @lovisahillberg @brillanteselvira @saracalliemusic @backmanowich @kenanden @aasom_oo @shravanponappa @fridawaywell and member of parliament @rebeckalemoine 💚
And of course to our makeup artists
@makebyjazz @maria__makeup029
Floral decor by @stockholmslowflowers
Amazing sound by @andreaslofgren and magic PR work by Sara @thepragencysthlm
Organic vegan smörgåstårta by the fabulous @curlyfoods
Lovely tea in the goodie bag from @hoomlytea
This was the epitome of the hard work we do, as an ”Earth first”female-led startup, to take up space and show people that there is an alternative route where we can both value the planet, the people and show dignity whilst offering newness and style. This is the way and we will keep on raising the bar for what to expect from our green hearted team. We love you, and we love our co-habitants on this planet.
To every responsible brand, mindful consumer and power position who questions status quo - we make green hearts grow and beneath it all - we bloom.
💚🦊🐬🦉🐻❄️🦋🐯💚
PS. We are looking for someone to master our own produced song we made for the show. DM us ”master” 🎛️
The Green Room returns for its 6th edition on June 25.
Join us for an intimate evening where music, creativity, and community come together. A space to slow down, connect, and experience live performances by inspiring female artists in a warm and welcoming setting.
This edition features:
@florasummers__
@emmanilsdotter
@marikamusicc
MAR
Expect live music, sparkling refreshments, light bites, meaningful conversations, and the opportunity to meet new people.
Produced by magic producer @jadeellsthlm
Thursday, June 25, 2026
⏰ 6:00 PM to 8:30 PM
📍Green Little Heart, Swedenborgsgatan 2, Stockholm
Tickets are 100 SEK, with all proceeds going directly to UN Women Sverige and their work for gender equality and women’s rights.
We can’t wait to share this evening with you.
#TheGreenRoom #StockholmEvents #LiveMusic #womeninmusic
Take a peek at the products our community keeps coming back to.
Trew Lips – Vegan, 100% natural lip care made in France.
Bruns Natural Hair Care – Produced in Sweden and created by professional hairdressers using their own carefully crafted formulas.
Cap Bambou – Products made from raw bamboo and packaged with recycled materials. Completely plastic free.
Green Heads – A natural hair care and styling range developed by professional hairdressers.
Moonsun Organic – Adaptogenic, multifunctional, and natural products made in small batches and packaged using post consumer recycled materials.
Zao – 100% natural cosmetics that are organic and vegan certified.
Pure Effect – Biotechnological home cleaning products that tackle grease, odors, and dirt while remaining gentle on people and the environment.
Bambaw – Eco friendly essentials designed for a zero waste lifestyle, including bamboo straws, safety razors, and bamboo cutlery.
Jimmy Boyd – Handcrafted organic fragrances made with natural ingredients and packaged sustainably.
Discover these favorites and more sustainable alternatives in the Green Little Heart marketplace.
