Sustainable Beauty Packaging: Combining Aesthetic Appeal with Planet Protection

The modern beauty consumer seeks clarity across all elements of a cosmetic purchase. From how organic each ingredient is and how ethically sourced they are to the package’s sustainability, beauty followers are focused on authenticity, trust, and environmental impact. With the golden period for cosmetics sales upon us, read on for the sustainable actions beauty brands should be taking to appeal to the masses this Christmas.

 

The Ugly Truth about Cosmetics Packaging

Whilst the beauty industry is moving towards minimalist packaging (and even ‘naked’ concepts, where there’s no packaging at all), its negative environmental impacts remain one of its biggest flaws. A staggering 95% of cosmetics packaging is thrown away, despite the sustainable momentum that’s on the sector’s side.

The role of packaging plays a hugely influential role in cosmetics sales, particularly for the more premium brands. Yet, there’s a fine line between the luxury experience and minimal environmental impact. Sophisticated cosmetics boxes have traditionally gone hand-in-hand with having more packaging than product. And that’s a real problem, not only to the planet but to the bottom line of the beauty supplier, too.

 

What is Sustainable Beauty Packaging?

That’s where sustainable beauty packaging comes in. Collaboration between cosmetics manufacturers and suppliers with their packaging partners are pushing more environmentally aware solutions to the top of the agenda. Sustainable beauty packaging isn’t just the packet you open to reveal the moisturiser or aftershave inside – it’s the makeup of the entire supply chain. That includes:

• Where you source materials from, like the pallet wrap to protect goods in transit
• The recyclability, reusability, or biodegradability of outer and inner packaging
• Optimising transport and logistics to minimise CO₂ emissions
• Transitioning away from one-size-fits-all packaging towards purpose-built packaging to minimise materials use and waste
• Moving towards bespoke packaging designs that give products added protection, reducing the chance of damage and returns (and the associated carbon footprint)

 

Naked Beauty Packaging

Building on the starting points above, and we’re seeing more cosmetics brands taking their commitment to reducing packaging waste even further with naked packaging. Established brands are wiping packaging from their retail activities altogether. (As long as the product is suitable, of course!)

Walk into a cosmetics shop and you’ll see more ‘dry’ cosmetics, like soap and shampoo bars, on the shelf in their ‘natural’ form. It’s a simple but creative solution to a complex problem. Yet, it’s not one size that fits all.

 

Sustainable & Aesthetic Cosmetics Packaging

The liquid nature of many beauty products and more generally, the strict health, safety, and hygiene rules they must comply with, does act as a barrier to rolling out the ‘naked’ packaging en masse. But there are sustainable swaps out there for cosmetics where packaging is necessary.

Transitioning away from single-use plastic inserts to fitments made from recyclable paper or cardboard is a prime example. (And one we know plenty about, too!). Thanks to advancing design innovations, these sustainable alternatives don’t lose any of their aesthetic or premium feel, either.

 

Sustainable Swaps for Beauty Packaging

The corrugated cardboard we use within our sustainable packaging solutions is made from recycled materials. It can be fully recycled at the end of its life, even if we’ve printed designs onto it. That’s thanks to the biodegradable nature of the water-based inks we use, which don’t omit the volatile organic compounds that solvent-based inks do when they dry. As specialist corrugated cardboard manufacturers, we’ve been printing eye-catching designs onto boxes for years – and we know a thing or two about making that sleek, premium finish that beauty suppliers seek a reality.

What’s more, cardboard opens up a world of product protection that also protects the planet. Just as the plastic that’s been moulded to encase a glass bottle of perfume, cardboard can do the same. If not more! The flutes that make up cardboard come in different thicknesses, so we can tailor the rigidity or flexibility of the package to make sure it’s strong enough to protect the fragile goods inside. And, still intricate enough to appeal to beauty consumers.

Find out more about our recent work developing a bespoke beauty packaging solution from cardboard for Orean!

 

Textured Cosmetics Packaging for Christmas 2024

With the countdown to Christmas ramping up, we’re looking forward to seeing more sustainable beauty packaging taking over both the physical and ecommerce shelves. This year’s also tipped to see textured packaging trend, as brands look to enhance the appeal of their cosmetics through sensory experiences. These engaging finishes, like embossing or soft touch, will sleigh the way for brands to keep sophistication at the fore of packaging whilst upholding sustainability commitments. When consumers interact with packaging that looks and feels ‘natural’, they subconsciously associate it with authenticity.

The festive season has long been a sales paradise for beauty retailers – this Christmas, we’re looking forward to it being more of a sustainable one, too.

Ready to give your cosmetic brand’s packaging a fresh look? We’d love to hear from you!