Sustainable Packaging: Brand Innovations & Key Trends 2024 Part 2 - Packaging Disappearance
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. Part 2 of this series focuses on packaging that has been designed to minimise waste with beautifully designed keepsake objects.
Our Sustainable Packaging Design Innovations & Key Trends 2024 report is split into three parts:
- Eco Anxiety/Eco-Boredom - link here
- Packaging Disappearance - see article below
- 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 (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 / recyclable / 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
Packaging Disappearance
- Keepsake Vessels: beautifully designed luxury packaging that can be cherished and used forever.
- Paper Packs: new ways of using paper packaging.
- Easy Refills: refillable beauty packaging simplified for easier refills at home.
- Second Life: plastic-free reusable containers.
- Reusable Pumps: airless pumps made from recycled plastic.
Keepsake Vessels
Loewe
Spanish fashion label Loewe has partnered with porcelain brand LLADRO on a EDP perfume line: 001 Woman, Agua Drop, and Earth.
Why it’s interesting: The three Botanical Rainbow fragrances come in colourful saturated bottles with a porcelain flower cap featuring 25 hand-painted and handmade petals. The caps took 5 days to create.
Market: Global
Launch: September 2024
Ayuna - Terra Eterna
A multifunctional beauty product, focusing on longevity.“TERRA ETERNA combines the functions of a serum, cream, and eye contour in one product.” … “Ageless, Genderless, All skin concerns, All skin types - including sensitive ones-, Face, neck & eye contour.
Why it’s interesting
- Packaging made of ceramic
- Outter Cardboard packaging is created by folding pattern, similar to Origami, to avoid any glue, while guaranteeing the protection of the product.
Market: Global
Launch: October 2024
Product Link: Ayuna e-shop
Guerlain
A brand’s Bee Bottle has been reinvented with a decorative cuff, designed by French jewellery designer Shourouk Rhaiem for the festive season.
Why it’s interesting: The limited, numbered edition fragrance comes with a sparkling cuff that can also be worn on the wrist as a jewellery piece or used to decorate the perfume bottle.
Market: Global
Launch: October 2024
Violette_Fr
A multi-use object, Object de Reflexion was designed by Violette and serves as a mirror, a makeup mixing palette or a functional piece of art.
Why it’s interesting: Crafted from avec amour with zamac (a zinc alloy made up of aluminium, magnesium and copper) derived from post industrial recycled material. It is housed in a recycled vegan leather pouch.
Market: US
Launch: March 2024
Acqua di Parma
The Italian fragrance brand has collaborated with designer and architect India Mahdavi on a limited collection of fragrance bottles for Christmas. The Murano Fragrance glass bottles are handmade in Murano, Venezia.
Why it’s interesting: There are 12 distinct designs in different colours: yellow, green, amber and violet as well as three patterns: dots, stripes and tartan. Each bottle features a one-of-a-kind design, are numbered and certified. The bottles look like sculpted pieces of art.
Market: Global
Launch: October 2024
Bottega Veneta
Five scents inspired by the designer’s home city, Venice, featuring a sculptural and tactile design. The fragrances include Deja Minuit, Colpo di Sole, Acqua Sale, Alchemie and Come with Me.
Why it’s interesting Refillable fragrances packaged in glass bottles with a beautiful design that resembles artisanal hand-blown Murano glass objects inspired by traditional Venetian glassblowing techniques. Packaging made from verde alpi marble, glass, wood from Croatian forests certified FSC 100% and natural cork.
Market: Italy
Launch: October 2024
Celine
Celine’s is set to debut a 15-sku, satin-finish lipstick line (launching January 2025) in refillable gold metal packaging. One shade in the Le Rouge Celine line, entitled Rouge Triomph, will be available in Fall 2024.
Why it’s interesting: The refillable lipstick is housed in a faceted gold metal case - making it both elegant and desirable. The top of the pack is embossed with the brand’s ‘triomphe’ emblem, while the band encircling the case is engraved with the words ‘Le Rouge Czline Paris’.
Market: France/Global
Launch: Autumn 2024
Noble Panacea
The Exceptional Eye Lift Concentrate comes in a new innovative keepsake packaging that has been designed to hold single sachets of eye cream.
Why it’s interesting The starch-based box is plastic-free and made from renewable materials. It includes a metal insert to hold the refill sachets.
Market: Global
Launch: September 2024
Diptyque
Le Culbuto is a new oscillating fragrance diffuser from Diptyque that can be reused and refilled.
Why it’s interesting: The fragrance diffuser was designed by Servaire & Co. Le Culbuto combines a PEFC beechwood base (Brochot) with a ceramic stick impregnated with fragrance (Les Parfumables). The oscillating diffuser can be refilled simply by changing the fragranced stick. Standing at 13.4 inches (34 cm) high, the diffuser is designed for small spaces.
Market: France/Global
Launch: June 2024
Paper Packs
Dr. Bonner
The Pure-Castile Liquid Soap refill cartons come in paper packaging.
Why it’s interesting Dr. Bronner’s Pure-Castile Liquid Soap Refill Carton is made from 69% Forest Stewardship Council certified paper, 5% aluminium, and 26% polyethylene with a polypropylene cap. The carton reduces plastic consumption by 82% per quart compared to Dr. Bronner's 32 oz PCR bottles.
Market: US
Launch: February 2024
Paboco
Said to be the world’s first market ready paper bottle and cap. Created in collaboration with Blue Ocean Closures, the packaging is expected to launch in early 2025.
Why it’s interesting: The packaging comes with paper bottles and fibre-based caps, which can be used for pills or supplements. The bottle and cap weighs less than 16 gram, with a thin barrier making it recyclable.
Market: Global
Launch: October 2024
Zero Co
Zero Co is a personal care brand that has spent two years of research and development, including customer feedback, to create the ForeverFill.
Why it’s interesting: The brand has created a revolutionary paper-based refill system. The reusable forever bottle is made from 80% recycled materials and comes in three colours. The new design cuts plastic packaging by up to 97% and reduces freight emissions up to 75%.
Market: Australia
Launch: August 2024
Vital Proteins
The brand has introduced a paper-based canister for its collagen peptides. It took three years of research and development to create the paper-based packaging to ensure it looked premium and also ensures product freshness and canister durability against leaks and spills.
Why it’s interesting: The new packaging will reduce more than 90% - or roughly 1,800 metric tons - of plastic use across all canister offerings from the brand. The best-selling collagen peptides now comes in a 80% paperboard canister - which is said to be a category-first packaging design. The packaging is also curbside recyclable, further reducing waste. The inside features a waterproof polymer layer, while the outside features a water-resistant varnish. The new canister design is designed with a patented pull-tab lids for ease of use.
Market: US/Global
Launch: August 2024
Easy Refills
Sitch
Sustainable and professional haircare brand Sitch, short for “situation”, offers a range of products for hassle-free care and styling.
Why it’s interesting: The refillable packaging reduces plastic waste by 82%-89%. The brand offers a range of refill pouches in 200ml. The bottles are made from post-consumer recycled plastic, while the refill pouches are made from recycled polyethylene. The brand is the “first and only” professional haircare brand that offers refills for all its products.
Market: US (launched in Canada, the UK and Europe in 2024)
Launch: 2024
Daisyface
Skincare brand Daisyface worked with industrial and product design studio BLOND to develop a refillable packaging solution for its six product line which includes a cleanser, toner, face cream, exfoliator, SPF and eye cream.
Why it’s interesting: Refillable airless pump head is hidden within the vessel for a simplified design. The refills can be accessed by simply pulling the two halves of the magnetised container apart. Beautiful aluminium bottles that are recyclable.
Market: UK
Launch: October 2024
UpCircle
The refillable aluminium-free deodorant is made with upcycled prickly pear and nourishing macadamia oil and features a bergamot and lime scent.
Why it’s interesting: The aluminium case is reusable and refillable. Completely plastic-free, the refills come wrapped in paper. 100% biodegradable cardboard refill cartridges. Easy to insert the cartridge into the aluminium case.
Market: UK
Launch: July 2024
La Rosee
La Rosee has collaborated with Berry to co-develop a refillable stick for its best-selling deodorant product.
Why it’s interesting: The exclusive refill was created after two years of research and development between the La Rosee and Berry Global development teams. The mono-material polypropylene (PP) construction of the refill solution offers a weight reduction of 62% compared to a full stick. It is said to offer a weight reduction of 62% compared to a full stick. It is also watertight, offering “convenience and ease of use for the consumer”.
Market: France
Launch: July 2024
Hei Poa
The French skincare brand’s first facial sunscreen stick, Stick Solarie Visage SPF50+, comes in a refillable packaging designed in partnership with global packaging leader Quadpack.
Why it’s interesting: Refillable infinite panstick, crafted from 50% PCR plastic. Infinite Panstick’s 21.3mm diameter - smaller than the market standard - allows easy and precision application to areas of the face.
Market: France
Launch: September 2024
To My Ships
To My Ships is a personal care brand focusing on natural and naturally derived ingredients. Products in the line includes a roll-on deodorant, a spray deodorant, a hand and body wash, and fragrance.
Why it’s interesting: Refillable PCR plastic and recycled aluminium packaging. Uses aluminium packaging for body care, glass for fragrance, which are both recyclable. Refills include 750ml editions for its hand and body wash and 375ml and 750ml options for standard deodorants. Emptied containers can be repurposed as vessels or vases.
Market: UK/Australia
Launch: September 2024
Neutrogena
The brand’s new Hydro Boost Water Gel comes in aa refillable jar with a refill pod system to reduce plastic waste.
Why it’s interesting: The design reduces plastic waste by 89% compared to Neutrogena’s refillable jar, says the brand. To refill the reusable container, simply twist and pop the empty pod out and replace with a new pod.
Market: US
Launch: February 2024
Murad
Murad’s Retinal ReSculpt Overnight Treatment and Cellular Hydration Barrier Repair Serum now comes in refillable packaging.
Why it’s interesting: Murad has created new refillable products for its serums that are said to reduce packaging materials by up to 85%. Refill is made with 100% recycled plastic (PCR).
Market: US/Global
Launch: April 2024
Epres
Epres’ Bond Repair Concentrate comes in a refill pack to reduce plastic waste. Consumers can simply reuse their Epres spray bottle multiple times with the refill vials, which can also be easily recycled at home.
Why it’s interesting: The refill vials makes reuse easy for the consumers. The brand has opted for vials rather than pouches for the refills. The vials are packaged like miniature bottles, making it simple and convenient for users to pour the product into the reusable bottle.
Market: US
Launch: August 2024
Givenchy
Luxury French brand Givenchy’s Beauty L’Interdit perfume now comes in a refillable format, enabling consumers to reduce waste by reusing the existing bottle. Givenchy states that opting for the L'Interdit refill reduces environmental impact by an average of 40%. Compared to four, non-refillable 100ml bottles, using a 100ml refill format and two 150ml refills reduces glass use by 43%, plastic by 34% and cardboard by 19%, according to the brand's figures.
Why it’s interesting: The redesign of its signature aroma comes in a easy-to-refill format with a simple, intuitive mechanism. The 150ml glass refill features a precise tip that slots into the 100ml eau de parfum. It has a button to control the process so not a single drop is wasted. The refill is fitted with Techniplast’s RT Twist Universel technology—after unscrewing the pump, the nozzle slots into the flacon; activating the on/off button which triggers the refill process.
Market: Global
Launch: May 2024
Terr d'Oc
Terr d’Oc’s perfume bottles are designed with sustainability in mind.
Why it’s interesting: Eco-designed bottle and cap. The bottle is refillable and the cap is made from bio-based resin. Terre d’Oc opted for a Lord cap injected from PHA, which are biopolymers based on rapeseed oil. This material has mechanical properties similar to PE and is compostable.
Market: France
Launch: June 2024
Fenty Beauty
The Invisimatte Instant Setting + blotting Powder now comes in a new design housed in a refillable and magnet-free pack.
Why it’s interesting: The product is designed to be more sustainable, extending the lifespan of the packaging via the refillable format. The magnet-free case also means that at the end of life, it is easier for the consumer to recycle the packaging.
Market: US/Global
Launch: February 2024
Hermes
The spring/summer 2024 makeup collection includes a limited line of refillable lipsticks. The collection includes three Rouge Hermès refillable lipsticks (Rouge Cinétique, Rose Pop and Orange Néon).
Why it’s interesting: The lipsticks come packaged in lacquered metal tubes topped with a curved plaque engraved with the brand’s logo. The lipsticks come in brightly colour block designs and can be easily refilled to minimise packaging waste.
Market: France/Global
Launch: February 2024
Valentino Beauty
New matte lipsticks from Valentino Beauty with a studded gold metal case inspired by the brand’s Garavani Rockstud bag.
Why it’s interesting: Spike Valentino comes in a refillable packaging. Users simply un-click the refill from its base to add a new colour for reuse.
Market: Italy
Launch: August 2024
Second Life
IRAYE
The brand’s newest product is a reusable under eye patch, designed to be used with Eye Revive Cream.
Why it’s interesting: Completely reusable unlike most eye patches on the market which are single use only.
Market: Switzerland
Launch: October 2024
EOS
New lip salves from EOS made from plant-based ingredients. Includes three flavours: Strawberry Sorbet, Vanilla Bean, Sweet Mint.
Why it’s interesting: Plastic-free, reusable tin containers in a pebble shape.
Market: US
Launch: September 2024
Reusable Pumps
Freaks of Nature
Hi-tech, natural skincare brand Freaks of Nature offers a range of sun protection products: two 100% mineral sunscreens and a moisturising serum.
Why it’s interesting: The brand has created the first-ever airless pump made of 100% recycled plastic sourced from partners Oceanworks. The material is entirely traceable and written on a digital ledger. Freaks of Nature aims to remove an additional 25,000 pounds of plastic from coastal areas by April 22, 2025.
Market: US
Launch: May 2024
Blissoma - Photonic Light Shifting Solution SPF30
image courtesy of Beauty Heroes & Blissoma
A refillable suncare product with a glass container and cartridge activated with a pump linked to a main glass bottle, cartdridge can function on its own, in line with the upcoming standard about Refillable Beauty (more info Here).
Why it’s interesting: The brand reformulated its best seller—mineral sunscreen—and updated the packaging for a refillable version. Refills make sense in Hero products and best sellers of beauty brands.
Market: US
Launch: September 2024
Product Link: Blissoma
Lancome
Lancôme’s Idole eau de parfum fragrance now comes in a refillable format.
Why it’s interesting: Created in partnership with Aptar Beauty, its uses the packaging manufacturer’s Classic INUNE fragrance pump which can be reused. The POM-free (polyoxymethylene) cartridge is said to be “robust and lightweight in design”, making it 10% lighter than the market average.
Market: Global
Launch: June 2024
Credo Skincare
Credo’s own branded skincare line took 10 years to research and develop. The collection includes four moisturisers and two cleansers that focuses on supporting the skin’s microbiome. One of the key ingredients in the product is upcycled vetiver root extract, which has been ethically harvested by a local cooperative in Haiti.
Why it’s interesting: An innovative pump co-developed with Pact Collective called NewMatter. The cap and pump is made from a recycled resin, sourced from landfills and ocean-bound plastic. Products housed in recyclable glass bottle and 100% recycled, FSC-certified carton.
Market: Global
Launch: September 2024
CK One
CK One’s Essence fragrance is an intense version of the original and features a more premium bottle and secondary packaging designed with sustainability in mind.
Why it’s interesting: The CK One Essence bottle comes with a removable pump and a translucent metallic finish to showcase the juice inside.
Market: US/Global
Launch: August 2024
