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Earth Day with Nova Jane from Fitcover

Fitcover faces Earth Day 2020: Where our brand is heading

Today, April 22, 2020, marks the 50th annual Earth Day. The first Earth Day, hosted in the US in 1970, marked a growing awareness of the link between the health of the Earth and public health.

While we all try to be mindful about climate change and our carbon footprint most of the time, Earth Day is when we unite globally and bring everything Earth-loving together. And, it’s a time where my Fitcover Fam and I work even harder to find ways that we can do more for the Earth.

This year the world is facing its biggest fight for humanity since WW2. With billions of us social distancing in self-isolation, we’re seeing eye-rubbing footage of things on the news and shared on social media.

These are sights like dolphins jumping in harbours, clear waters and tiny fish visible in the canals of Venice and birds returning to suburbs that were too busy, noisy and with poor air quality pre-COVID-19. While National Geographic has confirmed that the reporting of many of these appearances is inaccurate or fake, they do give us a glimpse of what our world could be like with less waste and pollution.

I don’t know about you, but I never imagined that something as simple as people staying at home for a couple of months would make people look at the world with fresh new eyes and imagine, “what if?” It gives me confidence that even the small actions we take to reduce waste and pollution can make a difference, especially if we do them on mass.

So I’d like to take this opportunity to talk about what we are already doing to reduce our carbon footprint and the Earth-loving things in our pipeline. I also invite you to comment below with any ideas you have where we could improve.

Meet our best selling product Active Mineral Powder Foundation

Sweat-proof makeup that is 100% cruelty-free, vegan and natural

Right at the beginning, the idea behind Fitcover was to produce sweat-proof makeup that was good for the skin and good for the environment. Taking natural ingredients and bringing them together in products that promote self-love for Earth-conscious women around the globe.

 Some of our flagship products include:

We love what we do and why we do it, so it’s important to us that when we bring a product to life that it ticks the right boxes. We care about what you think and want you to be confident in our products and what Fitcover stands for.

Biodegradable and reusable packaging

As a society, we’ve come to this age where everything is wrapped in plastic and consumable. We all know that it’s just piling up in landfill, in the ground we grow our food in, polluting our waterways and poisoning living creatures.

At Fitcover, we want to change that. From our products through to packaging for shipping we’re rethinking every aspect. We’re using recycled cardboard boxes already, which is pretty standard. But we want to encourage you to reuse these boxes to store your precious keepsakes and go #KonMari on your storage.

Also, we’ve started using this cute puffy packaging called bio-fill. It’s so natural, made from potato-starch, that you could eat it. But, the real superpowers of these little puffy gems is that you can reuse them and when you’re done, they’ll compost away in your garden.

Some of our upcoming products include:

  • Bio-pouch refills for our Active Mineral Powder Foundation so you can reuse your jar or store in your own jar
  • Bio-pouch refills for our upcoming new product releases
  • Bio-pouch packaging for our upcoming Collagen Powder
  • Biodegradable storage pouch for our upcoming Buff Puff Beauty Blender

If you’re noticing a lot of “bio” I feel like it’s becoming my middle name! But, it’s just one of the ways we’re reducing our carbon footprint.


QR code accessed online flyers and pamphlets

This is a new initiative that we have in the pipelines. In the coming months, you’ll see some changes to what you get inside your order boxes. By taking away these pamphlets and making the information available online, you can get all the product info you need through your devices.

Sounds simple, right? It’s just one of the things we’re doing to reduce the quantity of waste going into landfill.


Nova Jane kissing a jar of Active Mineral Foundation

Reducing our carbon footprint with a remote workspace 

There are a lot of reasons why businesses are going remote from accessing the best workers through to spanning multiple timezones for better customer experience. One of the reasons we love our remote team is that working from home is better for the Earth.

We have one small HQ office, but the majority of our team are 100% remote. Our team doesn’t need to own cars, buy fuel and spend time driving in traffic all while producing carbon emissions along the way. We also don’t need to microwave low-quality plastic-wrapped meals at the office.

It’s a win/win situation. We love catching up through our Zoom meetings and keeping the collaboration channels open while bringing amazing product ideas out to our extended Fitcover Fam- including you!

Tell us about your Earth-conscious skin-loving sweat-ready ideas

I hope you know that we can’t do what we do without your support. At Fitcover, we know what we stand for and what we care about, and like any good friendship, we hope that means you feel the same way as we do.

We’ve got so many ideas we’re developing and new products in the pipeline that I can’t wait to announce. For now, I’ll remind you that we’re always open to ideas that you have, and feedback on the sustainability of our products. You’re a part of the Fitcover Fam and if you have something to share we’re all ears. So email us or fill out the comments form below to have your say.

Love you, babes!


Nova Jane

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