Sustainable Packaging: Brand Innovations & Key Trends 2024 Part 1 - Eco Anxiety/Eco-Boredom
Our annual packaging innovations trend report highlights the most innovative and interesting sustainable beauty packaging design concepts and initiatives launched in the last 12 months from niche to mass and luxury brands that have caught our attention.
Our Sustainable Packaging Design Innovations & Key Trends 2024 report is split into three parts:
- Eco Anxiety/Eco-Boredom or Eco-Fatigue - see article below
- Packaging Disappearance - coming soon
- Bio Inspiration - coming soon
*this report feature products launched in January to October 2024.
Macro Trends
re/sources has identified three big macro trends in 2024:
- Eco Anxiety/Eco-Boredom / Eco-Fatigue (sensorial / tactile / immersive / inclusive / easy recycling): Bored of the pressures of sustainability, consumers are increasingly seeking beauty products that provide excitement and entertainment with sensorial, holistic and 360 circular design that taps into the mind-connection.
- Packaging Disappearance (refillable / keepsake / reusable / luxury vessels): Packaging is no longer just a transportation device or a protective/ application tool, but a keepsake object with value. This trend is all about removing the waste element of packaging and creating a beautiful design piece that can last a lifetime.
- Bio Inspiration (upcycled / recycled materials / marine bioplastics / algae / mushroom / bacteria): Packaging inspired by the natural world and living organisms to ensure the preservation and regeneration of nature and its biodiversity.
Click here to read the full report on each of the three macro trends.
Key Packaging Trends
Eco Anxiety/Eco Boredom
- Conscious Creativity: brightly coloured packaging to boost mood.
- Enhanced Performance: protective packaging to preserve ingredients inside.
- Sus-ensorial Design: highly tactile or decorative design to elevate the senses.
- Easy to Recycle: simple to dissemble design for recycling.
- Inclusive Design: packaging featuring universal design applications.
- Sustainable Packing Initiatives: new in-store packaging refill and recycling schemes.
Conscious Creativity
Hermes
The Le Bain Hermès line has been revamped with new refillable glass packaging in eight acid-bright shades. Products in the collection includes a hair and body shower gel, hand and body cleansing gel, moisturizing body lotion and body oil.
Why it’s interesting: The packaging now includes refillable glass flacon in a rainbow of brightly coloured tones. The refill pouches are housed in mono material and flexible pouches in PE.
Market: France/Global
Launch: June 2024
WOO
New brand from Beautyologie, WOO (World of Oils) offers a range of multi-purpose products for the body, skin, and hair. There are four in the collection: Argan Oil, Rosehip Oil, Blue Tansy + Apricot Oil and Apricot Oil.
Why it’s interesting: Sustainable, recyclable tin cans which are TSA-friendly and leak-proof. The playful packaging comes in bright colourful hues inspired by different countries such as India, Chile and Morocco.
Market: Global
Launch: October 2024
Adidas
Coty’s ‘Vibes’ collection includes six mood eau de parfums that have been “meticulously crafted to elevate mood and emotional wellbeing” says the company. The six gender-neutral fragrances include: Spark Up, Energy Drive, Full Recharge, Happy Feels, Get Comfy and Chill Zone.
Why it’s interesting: The brightly decorated bottles is “a tribute to the dynamic spirit of the adidas brand and designed for everyone” with its “canvas of colour and motion”. The cap contains at least 96% of post-consumer recycled plastic. The bottles feature 25% of recycled glass. Available in 30, 50 and 100ml bottles.
Market: Global
Launch: September 2024
Dove
Dove partnered with tennis legend Venus Williams to create the Dove x Venus #KeepHerConfident Beauty Bar - the first-ever limited edition Dove Beauty Bar collaboration of its iconic product. The bar of soap comes in a tennis ball-inspired green tone.
Why it’s interesting: The beauty bar comes in a limited-edition canister produced from recycled materials and is also 100% recyclable, engraved with the words “Confident” in support of the brand’s Body Confident Sport programme.
Market: US
Launch: August 2024
RALLY
RALLY is a skincare line designed for young athletes. The collection of products includes a face cleanser, exfoliating toner and clearing moisturizer.
Why it’s interesting: Packaged in 50% PCR materials. Appeals to younger consumers with colourful and contrasting tubes and caps.
Market: US
Launch: March 2024
Enhanced Performance
Kleos + Klea
Skincare line based on "skin nutrition" using natural ingredients. Products include a cleanser, moisturiser, serum and toner.
Why it’s interesting: Packaging comes in opaque glass containers to protect the 100% natural formulas inside.
Market: US
Launch: September 2024
Josie Maran
Josie Maran has redesigned its product line with sustainable, recyclable and refillable packaging that comes in glass vessels.
Why it’s interesting: Amber-coloured glass jars protect products from UV rays. Refills in PCR pouches or tins inspired by olive oil cans. Boxes are made of 100% post-consumer waste and printed with vegetable dyes and water-based coatings. 13.5 oz pouches uses 57% less plastic than the brand’s old 8 oz body butter jars.13.5 oz refill pouches holds 2.25 refills of the 6 oz jar. The refill pouches are made of 30% recycled materials. 3 oz argan oil refill tins holds 3 refills of the 1 oz glass bottle. The tins are made of aluminium and are curbside recyclable.
Market: US
Launch: February 2024
Josh Rosebrook - Bioidentical Collagen Serum
"Incorporating cutting-edge molecular biofermentation technology that replicates the collagen sequence found in human skin, we introduce a 100% human skin-identical, micro collagen." explains the brand.
Bioidentical Collagen Serum is available in a 1oz airless glass bottle and includes a full refill cartridge. Once the original cartridge is emptied, this internal cartridge can easily be removed and replaced with a new, full cartridge. Additional cartridges are available independently from the bottle, but the refill is not usable without the bottle - making it compliant with potential regulations on refills (more info here)
Why it’s interesting - Refillable Glass Airless packaging
- after 3 to 4 refills carbon footprint should be neutral
- cartridge shall be refillable if made in mono-material and since the pump is reused (no specific information on material)
Market: US
Launch: September 2024
Product Link: https://joshrosebrook.com/products/bioidentical-collagen-serum
Sus-ensorial Design
Dr Althea
Pure Grinding Cleansing Balm, formulated with 14 essential ingredients, offers a gentle cleansing experience for sensitive skin.
Why it’s interesting: Hygienic grinding mechanism allows for convenient and precise portion control without concerns of deterioration. It offers a new way to package solid formulas and provides a highly tactile and sensorial way to dispense the product out of the bottle.
Market: South Korea
Launch: April 2024
Chanel
Chanel’s Revitalizing Eye Serum No1 features a sensorial applicator designed with sustainability in mind.
Why it’s interesting: The rotative spatula means that users can apply the product more precisely to minimise product waste. The spatula is also reusable. The applicator includes eight components, structured into two interconnected mechanical sub-assemblies, crafted from stainless steel, to create the rotating function.
Market: Global
Launch: June 2024
Dermalogica
Dermalogica partnered with Coradin to redesign its Clear Start packaging, making it more user-friendly.
Why it’s interesting: The brand opted for Coradin's "Greenis" Dispenser for its Clear Start Breakout Clearing Booster. The package has a dropper tip and a side-button actuator for easier dispensing of the product. The dropper tip dispenses the salicylic acid acne product "precisely and intuitively." The new packaging is more eco-friendly than the product's previous package. The packaging uses over 75% PCR.
Market: Global
Launch: February 2024
Origins
Origins’ new sustainable packaging uses 35% less plastic , 40% less material for the jars and recyclable glass bottles for serums. The jars are ergonomically designed to fit the palm of the hand for no-slip grip.
Why it’s interesting: 30% of the materials in the new packaging portfolio uses PCR. The cartons are FSC certified and responsibly sourced. The packaging uses 35% less plastic and according to the brand that’s equivalent to saving two million plastic water bottles. The new packaging colours chosen to reflect the brand’s “natural, earthy aesthetic.”
Market: Global/US
Launch: October 2024
INSIDE Skincare
INSIDE is a luxury skincare brand that combines “the best of nature and science” to create effective products for a wide range of skin types and concerns. The products are scientifically backed and uses 100% pure essential oils from herbs and plants.
Why it’s interesting: Transparency is at the heart of the brand. INSIDE uses its packaging to showcase its scientific backing with handwritten notes from chemists scanned directly from lab experiments which are showcased on the inside of the packaging.
Market: Global
Launch: December 2023
Marc Jacobs
The Daisy Wild fragrance is a floral scent inspired by the great outdoors with notes of banana blossom accord, jasmine, macadamia accord, sandalwood, vetiver des sables.
Why it’s interesting: Comes with a 150ml refill. The aesthetically pleasing design contains ‘flower stems’ that makes the bottle look like a bouquet of fresh flowers.
Market: US/Global
Launch: July 2024
Valentino
The brand’s first Haute Couture perfumery line includes seven fragrances. Called The Anatomy of Dreams, the gender-neutral scents are inspired by the hedonistic essence of Rome.
Why it’s interesting 99% glass bottle, beautifully designed. Uses 15% recycled glass in its rectangular glass bottle, produced in France and Italy.
Market: Italy/Global
Launch: July 2024
Diptyque
The new fragrance collection, Essences by Diptyque, comprise five fragrances with a contemporary packaging design featuring the brand’s iconic oval engraved onto the bottle and a black spherical cap.
Why it’s interesting: The bottles are designed to be keepsake items. Consumers can take back the bottle for refills. Made with 30% PCR glass and comes with a lightweight base.Highly decorated outer packaging featuring colourful illustrations by contemporary artist and illustrator Nigel Peake.
Market: France/Global
Launch: September 2024
Infiniment Coty Paris
The Coty Group’s new fragrance line, which comprises 14 scents, comes in reusable and refillable packaging. The collection was designed by Sue Nabi, CEO of the Coty Group and Nicolas Vu, founder of the ultra-luxury skincare brand Orveda, together with dsm-firmenich, Symrise and IFF.
Why it’s interesting: The bottles can be refilled and at the end of life, the bottles can be stacked and assembled into a work of art. The bottles come in a 75ml bottle and 150ml refill. For the outer packaging, the pulp clamshell was designed by Knoll Printing & Packaging and features a ecoform molded pulp, made from 60% FSC-certified bamboo, 40% bagasse fibers and water, that provides a second-skin to protect the perfume bottle and offer a minimalist design.
Market: France/Global
Launch: March 2024
Sisley Neurae
Sisley’s new brand Neurae is a skincare line built around neuroscience. The collection includes a serum, cream, lotion, balm, and Emotion boosters that come in the form of roll-on fragrances.
Why it’s interesting: Partisan du Sens created the primary packaging design, which combines wood and textured glass. The bespoke 50ml cream jar and 50ml serum bottle are made of 15% recycled glass. The refillable cream jar features a refill made of PP and decorated with a matte lacquer. Both the serum bottle and jar are topped with maple-wood caps with PP inner; the serum comes with a dropper applicator.
Market: France/Global
Launch: May 2024
Hyleria
Hyleria products blends craftsmanship with sustainable design. The brand’s La Maniere Douce, a facial scrub, and L’Art du Portrait, a hydrating cream, come in beautifully designed bottles inspired by founder Johanna Minvielle-Sebastia’s mother’s vintage powder compacts, according to Formes De Luxe.
Why it’s interesting: The pressed glass jars, which are refillable, feature a beveled, faceted design and the logo and product names are pad-printed. La Manière Douce’s jar features a lacquer with a graded frosted effect. The jar refill is in PP with 30% PIR content. The refills come in a bespoke antique gold shade.
Market: France
Launch: May 2024
Avant Skincare
Avant Skincare’s Supercharged Cocoa Rejuvenating Multitasker Serum boasts a dropper format delivery system that has been designed to limit product waste.
Why it’s interesting: The product comes in a recyclable glass jar with a cutaway base. The jar is placed vertically when full, then at an angle as the formula gets used; the bottle is tilted at a 45° angle, allowing the product to be dispensed almost to the last drop thanks to a pipette with a slightly curved tip.
Market: UK
Launch: April 2024
Easy to Recycle
Noyd Fragrance
Fragrances by Noyd are designed with packaging designs that make recycling easier by offering simple to dissemble bottles.
Why it’s interesting:Consumers are often confused on what packaging can and can’t be recycled. The fragrance bottle come with a threaded neck and is designed to be easily disassembled and therefore recycled. The caps are made from limestone, a plastic alternative for lower carbon footprint. The bottles are made from 20-60% recycled glass.
Market: US
Launch: June 2024
Tangent GC
Tangent GC’s new scented candles comes in four scents: Cedar, Vetiver, Neroli and Violet. Made from wax from organic soybean, the candles burns for 60 hours.
Why it’s interesting: The candles are housed in sleek and minimalist brushed aluminium containers that can be easily recycled after use.
Market: France
Launch: September
Dieux
The brand’s new Baptism Gel Cleanser is a gentle and fragrance-free cleanser formulated with glycerin, glycolipids and betaine to help remove makeup and dirt.
Why it’s interesting The cleanser comes in a 100% recyclable aluminium bottle and the pump and steam makes it easily for consumers to separate it for recycling.
Market: US
Launch: September 2024
Attitude
Attitude has expanded its Oceanly Makeup Collection with six eyeshadows in Pretty in Pink, Dusty Rose, Berry Bliss, Brown Sugar, Happy hour and Cinnamon Stick and three mascaras in black, brown and blue shades. The products feature a skin-nourishing formula that is EWG verified certified, and comes in sustainable packaging.
Why it’s interesting: The mascara come in bamboo tubes. which can be easily recycled. The eyeshadows are packaged in FSC certified cardboard tubes that features a biodegradable protective layer to protect the formula and uses biodegradable ink on the lids.
Market: Global
Launch: September 2024
Pacifica Beauty
The Surf Lash Mascara features an innovative half pipe twisted wand that offers better control coverage, capturing every lash from root to tip for a full lash effect.
Why it’s interesting: Comes in a glass packaging for easy recyclability as well as a vegan brush.
Market: US
Launch: August 2024
Avon
Avon China’s Little Black Dress Classic Shower Gel now comes in refill pouches. The packaging was created in partnership with Amcor.
Why it’s interesting: The refill pouch is designed to provide a more sustainable packaging solution while providing convenience to consumers, says the company. The “recycle-ready” packaging is said to result in an 83% reduction in carbon footprint, 88% in water consumption, and 79% in renewable energy when it’s recycled. Available in a 350ml refill pack.
Market: China
Launch: May 2024
Davines
The first collection of recyclable refill pouches for five of its best-selling shampoos - Essential Haircare Shampoo, including Nounou, Minu, Love Smoothing, Love Curl and Momo.
Why it’s interesting: Each 500ml recyclable pouch uses 74% less plastic than two 250ml shampoos, significantly reducing CO2 emissions and plastic usage.
Market: Global/Italy
Launch: May 2024
Babo Botanicals
Part of the brand’s commitment to reduce its use of plastic, Babo Botanicals offers haircare in sustainable paper cartons. The collection includes three collections: Nourishing Mango & Hibiscus, Purifying Lemon Tea Tree & Grapefruit and Defining Baobab & Rosehip, each comprising one shampoo and one conditioner.
Why it’s interesting: The shampoo and conditioners come in cartons made from 80% less plastic than traditional bottles. The cartons are also water-resistant, are verified by How2Recycle and consumers can recycle the packaging where milk cartons are accepted - making it easier for the consumer to dispose of the end packaging.
Market: US
Launch: March 2024
Inclusive Design
Being
Being offers a complete haircare collection with packaging designed to be inclusive and accessible to all.
Why it’s interesting: Packaging features universal design applications including soft easy-to-squeeze tubes that are ideal for one-handed use. The tubes and jars come with a lipped-lid design that makes it easier for individuals with limited dexterity to open the packaging. High contrast labels, large typography, and tactile indicators on the the bottles enhance accessibility for individuals with visual impairments and colour blindness.
Market: New Zealand
Launch: July 2024
Herbal Essences
The new haircare line includes more eco-friendly packaging. The line up features 11 shampoos and conditioners, which boasts key ingredients of aloe and camellia oil.
Why it’s interesting: The plastic bottles use 25% less plastic than previous bottles and also includes raised tactile markings to differentiate between the two, stripes for shampoo and circles for conditioner - making it more accessible for those who may have visual impairments.
Market: Global
Launch: February 2024
Sustainable Packaging Initiatives
THG
Targeting hard-to-recycle beauty packaging, THG has expanded its consumer recycling scheme to include beauty products.
Why it’s interesting: The initiative, recycle:me, is designed to help brand partners offset beauty packaging waste fees. It is targeting one million units of recycled packaging within the first year of launch.
Working with the company’s LOOKFANTASTIC and Cult Beauty brands, the scheme will enable consumers to recycle any brand’s cosmetic packaging at no cost using a Royal Mail doorstep collective service. In partnership with MYGroup, the packaging returned will be repurposed and used for new beauty packaging or creating equipment for schools.
Market: UK
Launch: October 2024
Sephora
Sephora has expanded its refillable and recyclable beauty programme.
Why it’s interesting: Its Beauty (Re)Purposed recycling programme has collected over 10,860 pounds of hard-to-recycle material, equivalent to approximately 217,220 lipstick tubes, since its launch in 2023.
The retailer has also launched the Planet Aware label which recognises brands and products with sustainability commitments, including planet-friendly packaging solutions. The refill programme comprises 45 brands including Glow Recipe, Fenty Beauty and Ouai, plus more.
Market: US
Launch: April 2024
Dionis Goat Milk Skincare
The premium goat milk skincare brand now offers refillable pouches for its body lotions.
Why it’s interesting The Refill/Reuse/Save initiative includes refillable body lotion bottles and body lotion pouches that use significantly fewer resources and reduce the overall carbon footprint when compared to rigid bottles. The 16.9-ounce super-size is available in the brand’s best-selling signature scents including Lavendar Blossom, Sea Treasures, Creamy Coconut & Oats, Milk & Honey, Vanilla Bean, Verbena & Cream, Blood Orange, and Unscented.
The brand has also partnered with How2Recycle, a programme dedicated to getting materials in the recycling bin with instructional disposal information on their packaging as well as rolling out new 50% PCR tubes.
Market: US
Launch: April 2024
Procter & Gamble
Procter & Gamble (P&G) developed a new proprietary recycling technology with American materials science company Dow to tackle hard-to-recycle plastic packaging waste.
Why it’s interesting: Aims to convert hard-to-recycle plastic packaging into recycled polyethylene with near-virgin quality and a lower greenhouse gas emission footprint than fossil fuel polyethylene. It will focus on targeting post-household plastic waste such as harder-to-recycle packs such as rigids, flexible and multi-layer ones.
Market: Global
Launch: April 2024
Harrod H Beauty
The company's beauty recycling scheme is now available in five H Beauty stores in the UK, which includes Bristol, Edinburgh, Lakeside Essex, Gateshead and Milton Keynes. The retailer has worked with leading waste management company MyGroup to implement the recycling programme.
Why it’s interesting: Consumers can recycle makeup items such as compacts, mascara and eyeshadow containers as well as shampoo and skincare bottles, lotion pumps and vitamin bottles.
Specially designed bins for depositing items are located next to tills in the stores. Consumers returning five or more eligible used items will receive 500 bonus MyBeauty reward points.
Market: UK
Launch: January 2024
Innisfree
The brand’s BOTTLE RE:PLAY programme enables consumers to recycle up to three empty containers in exchange for points every month.
Why it’s interesting: An ongoing, all year round initiatives to turn old empty bottles returned by consumers into new products such as keychains, tube squeezers and soap dishes.
The brand has recently started to incorporate recycled materials returned back to the brand into new product bottles such as the jumbo-sized Green Tea Seed Hyaluronic Serum.
Market: South Korea
Launch: January 2024
