Portsmouth entrepreneur turns old unwanted makeup into watercolour paints

Ameenah Begum, from Portsmouth, set up Cos Colours as a university project two years ago.

Since then it has grown into an environmentally-friendly business, turning cosmetics waste into art materials.

Ameenah, 25, said: ‘We provide an innovative solution to the £2m cosmetic waste problem by minimising the amount of colour cosmetic waste heading to landfills and incinerators by transforming them into shimmery watercolour paints.

‘The community is already getting involved by donating their waste makeup to the cause and spreading this environmental message.’

Her work has been recognised with a Young Innovators Award – and she is one of 64 young people from all over the county to have bagged the honour out of hundreds of entries.

The awards, run by innovation agency Innovate UK and youth charity The Prince’s Trust, recognise young people with great business ideas.

Now Ameenah says her goal is to mass-manufacture an array of unique and sustainable palettes for artists all over the world.

She said: ‘It's an absolute pleasure to be chosen as a Young Innovators Award winner.

‘This project was set up to encourage cosmetic retailers to be more mindful of how they contribute to the cosmetic waste problem we have in Europe.

‘Along the way, we've managed to educate and make the average consumer more mindful of their purchases and how they affect our environment and ethics, whilst getting the creative community involved in this eco initiative.

‘Through a load of experimentation, feedback and much needed failure, we've been able to upcycle waste cosmetics from all over the UK and transform them into beautiful watercolour paints shipped internationally! But we're not stopping here, it's onwards and upwards for us and the planet.’

Award winners receive a £5,000 grant, one-on-one business coaching and an allowance to cover living costs.

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Ben Marson, director of partnerships at The Prince’s Trust said: ‘We know the enormous potential and entrepreneurial spirit of UK young people, even in times of considerable uncertainty.

‘It is more important than ever that all young people, no matter their background, have the opportunity to thrive in work and turn their ideas into reality.’

Emily Nott, from Innovate UK said: ‘With 2020 proving to be an incredibly difficult year, maintaining our focus on Young Innovators was a priority for Innovate UK since finding the great entrepreneurial minds of the future is more important than ever.’

To donate unwanted cosmetics, send them to Cos Colours, POBox 1074, Portsmouth, PO1 9UL or drop them to Package Free Larder in Elm Grove, Southsea.

For more go to coswatercolours.com/

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