What’s on the outside is just as important as the inside. That’s the message that more and more consumers are sending to the mass-market beauty industry. They applaud manufacturer efforts to clean up formulas, eliminating potentially toxic ingredients. Now the focus shifts to packaging with a clarion call for sustainability. The personal care/beauty category is among one of the most serious packing-waste offenders, according to many industry officials. Consumers tend to recycle grocery containers, but toss shampoos and other personal care items in their garbage bins. Even if they do recycle, many of the products have decorations on them that must be scrubbed off to be accepted at recycling centers.