Buy an Eyeshadow, Save a Turtle

And here we thought a sea turtle's favorite color was aquamarine. Shared Planet, a vegan beauty brand that creates color cosmetic collections inspired by at-risk animals, rolled out a highlighting face palette inspired by sea turtles. It's the third animal-inspired beauty collection for the indie brand which launched in October 2019, solely to bring awareness to animals on the “to be extinct” list, according to the company.

Starting with its first two collections, Tiger and Polar Bear, the initial assortment included eye shadow palettes and lip glosses inspired by the colors of the two animals and their natural habitat. The brand donates 10% of sales to its animal and habitat-related charity partners.

“Ninety-nine percent of all species that have ever lived have gone extinct over the course of five mass extinctions, which, in the past, were largely a result of natural causes such as volcano eruptions and asteroid impacts,” said Aashna Sharma, founder of Shared Planet. “Today, the rate of extinction is occurring 1,000 to 10,000 times faster because of human activity. The main modern causes of extinction are the loss of habitat due to deforestation and climate change.”

The Sea Turtle Highlighting Palette will debut on Sharedplanet.com next month. The palette will retail for $48.00 and as always, 10% of all sales will be donated to animal and habitat-related charities, including its newest charity partner, The Sea Turtle Conservancy.