Eco-Friendly Beauty Is In
As brands evolve their product and packaging materials and processes toward more eco-conscious alternatives, trends in more sustainable alternatives are emerging. And it’s not only the worldwide push from governing bodies and local regulations igniting the transition to sustainable cosmetic packaging: 81% of consumers in a recent CleanHub survey believe that the industry should reduce the amount of plastic packaging it uses.
What’s more, the same survey showed that sustainable packaging specifically is the third highest priority when it comes to aspects of a beauty product purchase (the first two priorities being “Non-toxic” and “Cruelty-free” respectively).
What is Sustainable Cosmetic Packaging & Why is It Important?
The cosmetics industry largely produces small, single-use plastic packaging (95% of cosmetic packaging is thrown away) – most of which (70%) ends up in landfills. To combat the problem of accumulating waste in the environment, brands are turning to more eco-conscious materials and practices for packaging. Sustainable cosmetic packaging refers to packaging solutions in the beauty and personal care industry that reduce environmental impact, use eco-friendly materials and promote responsible waste management.
In practice, this can look like a number of different factors:
- Packaging composed of eco-friendly materials like recycled materials, biodegradable and/or compostable materials, dissolvable materials, and bio-based plastics.
- Products in refillable or reusable packaging like glass jars, compacts or pump bottles.
- Packaging streamlined into a simple or minimalist design that eliminates unnecessary components.
- Waterless product packaging used for cosmetics that may come in solid forms like bars or powders, eliminating the need for plastic packaging.
- Packaging made from sustainably and ethically sourced materials, with a focus on sustainably harvested paper, fair-trade practices and materials that have a minimal or zero impact on ecosystems.
For eco-conscious beauty brands, it’s an exciting time to be innovating in the industry. Consumers are hungry for more sustainable, attractive options when shopping for their next eyeshadow pallet.
Sustainable Cosmetics Packaging Changing the Beauty Industry
The cosmetics market is one of the most innovative and creative industries. With the rise of social media-grown influencers as ambassadors of beauty brands to A-list celebrities creating their own makeup lines (Selena Gomez’s Rare Beauty revenue is estimated at $350 million last year), consumers have an increasing appetite for new, innovative and viral product trends.
In parallel, brands are placing priority on sustainable packaging: L’Oréal has committed to making all of its plastic packaging reusable, recyclable or compostable by 2030, and Estée Lauder is aiming for 25% or more PCR plastic usage in their packaging.
So, what are the options for brands looking to meet their eco-conscious customers where they are and transition to more sustainable packaging alternatives? Here are the top ten trends to pay attention to.
1. Refillable Packaging
Refillable packaging is flipping the idea of unsustainable single-use packaging on its head by allowing consumers to purchase a product once, and reuse it indefinitely by refilling the product in the same package. This approach minimizes the problem of single-use plastic waste clogging up landfills as well as reduces material and resource usage for producing new packaging. Refillable packaging is generally available as one of four types:
- Bottle-in-a-bottle: These refills come with a durable container that can easily be replaced, removed and inserted into the original packaging, offering a mess-free method for refilling the original product. This design option, however, can exacerbate single-use waste by creating two separate packaging containers.
- Refillable pouches: Pouches or packs allow the user to pour a pre-measured amount of product into their original container. The pouches typically use less plastic than a new bottle, but still present some impact on the environment as they may be difficult to recycle. Additionally, many cosmetics aren’t able to be replenished via a pouch due to their composition – think loose powders, mascaras and concealers.
- In-store refill: Some brands like The Body Shop offer the option of bringing back an empty container of a product to refill it at the store. This model reduces waste by reusing the original packaging indefinitely, but it’s not very common and logistically challenging for stores and brands to scale.
- Returned packaging: The more scalable version of in-store refills, returnable beauty packaging can be mailed back to the brand where the packaging can be cleaned, sterilized and repurposed. Lush offers a closed-loop recycling program for their containers, incentivizing customers to return used pots for recycling and receive a free face mask or money off the next purchase. The cleaning and sterilization can be costly to implement and scale.
2. Biodegradable Cosmetic Packaging
Biodegradable packaging is another rising trend in the beauty industry. Designed to break down naturally into non-toxic components when exposed to environmental conditions like moisture, air, and microbes, biodegradable packaging in the cosmetics industry can be found on a wide range of products, from deodorant to hair care containers.
Unlike traditional plastics, which can persist in the environment for hundreds of years, biodegradable packaging decomposes more quickly and leaves minimal ecological impact, reducing landfill waste and pollution.
3. Dissolvable Packaging
While lesser known in the market than recyclable or refillable packaging, dissolvable packaging is increasing in popularity and usage in the cosmetics industry due to its effectiveness and zero-waste environmental benefit. Water-soluble packaging breaks down easily and reduces post-consumer waste, offering a sustainable alternative to traditional packaging materials.
Even better, dissolvable packaging doesn’t only promote recyclability and reuse – it reduces packaging altogether. From face masks to cleansers and body washes, soluble packaging is quickly trending upward amongst key players in the beauty industry.
4. Minimalist Packaging
Minimalist packaging is another sustainable alternative that’s trending in the beauty industry. By using only essential materials, minimalist packaging cuts down on excess and non-recyclable components. Minimalism in beauty packaging design can also mean repurposed packaging, which lets a package be reused for a new purpose once the initial use is complete.
One of the key drivers of minimalist packaging in cosmetics is the aesthetic appeal. Not only is reduced packaging a positive for the environment, it has visual appeal due to its sleek and clean look.
5. Waterless Beauty Products
Another trend making (water-free) waves across the cosmetics industry is waterless beauty products. Personal care items formulated without water like shampoo bars, powdered cleansers and solid moisturizers, waterless products don’t require liquid-specific packaging, making it much easier to store in more sustainable packaging materials. Brands like Kate McLeod and BRIXY are embracing this sustainable trend to reduce both packaging waste and product weight, which in turn lowers transportation emissions. Waterless formulations also require fewer preservatives, making them a more sustainable and eco-friendly option overall.
While at a glance it may seem like a fleeting trend of the moment, waterless beauty is being pursued by nearly 70% of women in the 2024 Leger Natural Beauty Trends Report. This majority is a clear indication of consumers’ commitment to environmental stewardship, as 75% of respondents from the same survey emphasize the importance of reducing plastic waste as a key factor in purchasing decisions.
Making the Switch to Sustainable Cosmetic Packaging
The trends paint a clear picture of the future of the beauty industry: eco-friendly is not only preferred by consumers, but expected of brands. Innovating in the formulations, packaging and circularity of cosmetics will help brands stay on top of consumer demands while meeting increasingly aggressive sustainability standards. Whether it’s experimenting with minimalistic packaging to releasing a SKU of product packaged in a soluble pouch, beauty brands can do their part in building a more sustainable world.