Glossier have pledged to go more sustainable. The brand, which is known for its millennial pink packaging and in particular it’s pink bubble wrap pouches, has come under fire from fans recently who feel that the pouches, stickers and other excess packaging that comes with every Glossier order is overly wasteful.

“Sustainability is becoming a larger priority for us as a company, and we are excited to announce you’ll be able to choose a limited packaging option without a pink pouch, stickers, or any packaging extras in online orders starting this summer,” the Glossier Instagram account wrote on Monday. “At this time, Offline Editors at our retail locations in NYC, LA and Miami can assist you with recycling your pink pouch. Stay tuned for more details!”

The comments from the brand come after followers found it ironic that the new eye cream, “Bubblewrap,” launched yesterday was named after the very thing so many had been campaigning against. “How about instead of calling this new product bubble wrap you get rid of those bubble wrap bags that come with orders?” commented one user, while another wrote “Is this mocking the fact that your packaging is unsustainable and wasteful? Bubble wrap????!”

The Glossier Instagram account replied to several people who had expressed concern about wasteful packing in the comments. One user said they had stopped ordering from the brand because she got sad about the amount of waste. “Not being able to recycle or “refill” your products seems a bit behind the 2019 game,” @cjahnen wrote. “When will this change at Glossier?”

These developments come as part of a larger conversation the beauty industry – and the world at large – is having about plastic pollution and non-recyclable waste. Last year it was reported by Zero Waste Week that more than 120 billion units of packaging are produced by the global cosmetics industry.