Sustainable Packaging Innovations: Brands - part 2 Reduce
Beauty and wellness brands are rethinking and redesigning “greener” packaging solutions with refillable formats and using renewable or upcycled materials in new and interesting ways.
This 4-part series of reports highlights all the most innovative and interesting packaging concepts launched in the last 12 months from mass to luxury brands, split into the 4R’s:
In part two, Reduce, we explore the latest packaging innovations in beauty including aluminium and paper as well as dissolvable materials that leave no waste.
Aluminium & Glass Packaging
Chanel
The new Chance by Chanel bottle features an aluminium decoration created by g.pivaudran. It will be used across all formats of the fragrances - 35ml, 50ml, 100ml and 150ml - launching with the 100ml version. The anodised aluminium format will roll out in other sizes in 2024.
Why it’s interesting? The Chance Eau Fraiche Eau de Toilette range now boasts an anodised aluminium strip, made in France, which replaces the galvanished polised brass that the brand used previously.
Market: Global
Launch: June 2023
Chanel has also created a lipstick housed in a glass case - part of the new 31 Le Rouge Lipstick collection.
Why it’s interesting? It’s the brand’s first lipstick to be packaged in glass. Four years in the making (according to Premium Beauty News), the lipsticks were developed by a Japanese glassmaker. The faceted case is inspired by the mirrors that line the staircare of the 31 Rue Cambon shop. The tube features an aluminium refill with the lipstick formula. The refills are interchangeable and there is no need to completely use up the product before changing the refill.
Market: Global
Launch: August 2023
Benefit Cosmetics
Benefit Cosmetic' new skincare line focuses on pore care and comes in sustainable packaging.
Why it’s interesting? Cleansers are packaged in an infinitely recyclable aluminium bottle with a pump (although it is made from plastic). The outer box is made from FSC-certified paper. The clay mask comes in a aluminium tin.
Market: US
Launch: February 2023
Junk Theory
Junk Theory describes itself as “the most recyclable earth-powered skincare” and is on a mission to eliminate toxic packaging.
Why it’s interesting? The products are housed in aluminium containers with nearly zero plastic used. The bottle is made from only 1 gram of plastic compared to about 150 grams of plastic packaging used in the average skincare product. - The liner in the caps is made from plastic to keep the product airtight.
Market: US
Launch: June 2023
Marc Jacobs
Part of the Daisy Collection, Marc Jacob has launched Daisy Drops - a range of single-dose fragrance capsules to appeal to Gen Z.
Why it’s interesting? The capsules come in a aluminium container and each tin includes 30 capsules filled with one of three Daisy scents: Signature, Eau So Fresh and Love. The formulas are also alcohol-free.
Market: Global
Launch: June 2023
Ere Perez
100% recyclable aluminium eco-refillable compact dubbed The Makeup Wheel.
Why it’s interesting? The compact does not contain hard-to-recycle materials such as glues, magnets, mirrors, paint, labels, hinges and plastics. Said to be the “world’s first”, it is crafted from only one single material to reduce environmental footprint. The mono-material compact simplifies the packaging and is refillable.
Market: Australia
Launch: April 2023
Haeckles
The Margate-based brand re-released fragrance line comes in new sustainable packaging. There are five fragrances in the collection.
Why it’s interesting? Handmade in Margate, the glass bottles are sandblasted and feature brushed aluminium lids, locally made. Packaging was cut down by 21% while still maintaining 100ml of product. Each fragrance is geolocated with GPS codes that sit on the bottles as part of its design.
Market: UK
Launch: September 2022
Day & West
Skincare line designed for sensitive skin housed in glass bottles. Day & West has partnered with Pact Collective to help users sustainably and easily recycle empties.
Why it’s interesting? The brand focuses on creating a “reusable object d’art” so that packaging can be reused again and again. The glass jar and bottles are made in Italy with 90% recycled glass and 60% is made from PCR glass. Caps and dropper are also made of non-virgin plastic materials - made with 70% recycled polypropylene plastic, except the dropper. It can be refilled or recycled, while the cap and applicator can be reused again to minimise waste.
Market: US
Launch: June 2023
Paper & Cardboard Materials
The Refig
The brand offers three new hair bars - Reviving Shampoo Bar, Rehydrating Conditioner Bar and Redefining Conditioner Bar - designed for curly hair.
Why it’s interesting? The solid bars comes in compostable bags or paper tubes that can be easily recycled to leave no packaging waste.
Market: US
Launch: May 2023
Native
The brand’s new Less Plastic Body Wash is housed in FSC-certified paperboard packaging - which is said to reduce plastic use by 75%.
Why it’s interesting? There is no need to squeeze the bottle to get the product out like traditional plastic packaging. The large pouring nozzle and paper wrinkle naturally to enable the product to come out.
Market: US
Launch: June 2023
Trilogy
Trilogy collaborated with Think Packaging and Porter Packaging to create a eco-conscious mailer box with an engaging opening of the box experience.
Why it’s interesting? The box is cleverly crafted to eliminate the use of glue or tape for a more sustainable packaging. The box is made from white kraft paper with a resilient E-flute structure, which makes it easier for shipping.
Market: Europe
Launch: July 2023
Attitude
This is a plastic-free personal care line from Canadian company Attitude called Oceanly. The collection includes 19 products, ranging from cleansers, serums, and face creams, that feature vegan and plant-derived ingredients and is Environment Working Group (EWG) verified.
Why it’s interesting? Packaging is plastic-free and the cardboard packaging comes from FSC-certified cardboard. The products come in durable, square-shaped, push-up cardboard tubes. The paper packaging can be easily recycled when the product is finished.
Market: Canada
Launch: October 2022
Lush
Lush has launched a plastic-free and waterless ‘Naked’ mascara that comes without a tube. Includes four mascara shades inspired by the ocean: Orca (black), Earth (brown), Reef (coral) and Ocean (blue).
Why it’s interesting? The dry mascara cylinders are wrapped in paper and housed in a recyclable cardboard box, which doubles up as stand. The wet mascara brush is gently swirled inside the tube to activate the product before applying to the lashes. The plastic-free mascara tube is made from a blend of waxes and butters. The wands are made from a 100% bio-based material and can be recycled at home or returned to Lush for recycling. There are three wand styles: Thickness and Volume (thick wand), Definition (one-sided comb) and Separation (wand with circular ends).
Market: UK/US
Launch: June 2023
Dissolvable Packaging
Conserving Beauty
Australian brand Conserving Beauty offers sustainable, waterless skincare designed to help save water, carbon and waste. The range features a range of products including a face oil, cleansing balm, face mask, and sheet mask.
Why it’s interesting? The InstaMelt Day Dissolver Wipes and the InstaMelt Skin Soothing Sheet Mask are made from a patented fabric technology that instantly dissolves after use to leave no micro-plastic or waste behind.
Market: Australia
Launch: November 2022
Deardot
South Korean brand Deardot offers a water-soluble sachet with a single dose of product.
Why it’s interesting? The sachet is completely plastic-free and 100% water soluble. The outer packaging dissolves in water in seconds with “no pollutant residue”. It comes in two products: a face cleanser and a body cleanser, with individual sachets that are ideal for on-the-go.
Market: Korea
Launch: October 2022
KEY TAKEAWAYS
- Aluminium packaging remains popular as brands look to cut down on using plastic materials. Some brands are still using some plastic – for example plastic pumps or lining on caps. Look to brands like Ere Perez who has created a mono-material compact made entirely from aluminium and does not include any hard-to-recycle materials like glue, magnets, or hinges.
- Glass packaging is emerging as a key packaging trend in the makeup category with colour cosmetic products packaged in glass such as Chanel’s new 31 Le Rouge Lipsticks.
- When exploring glass bottles, opt for recycled or PCR glass and choose lighter glass materials where possible to reduce carbon footprint during shipping.
- Invest in paper or cardboard where possible. Look to new innovations like Native's body wash bottle which is made from paperboard packaging and features a large pouring nozzle so that the product can easily be dispensed without the need to squeeze the packaging.
- Naked products are making its way into makeup such as Lush’s Naked Mascara, which comes without a plastic tube.
- Dissolvable packaging is emerging as the next frontier in skincare with face sheet masks and cleansing wipes that leave no trace of waste.
Click on the below to access and read our other Sustainable Packaging Innovations: Brands reports in the series:
Sustainable Packaging Innovations: Brands - Part 1 Reuse/Refill
Sustainable Packaging Innovations: Brands - Part 3 Recycle
Sustainable Packaging Innovations: Brands - Part 4 Recover
