6 Sustainable Packaging Strategies for Beauty

In a recent survey, 64% of U.S. respondents said that sustainability is very important when considering the purchase of a beauty product. In the past, sustainable hero ingredients and product claims got all the attention. In 2022, however, packaging credentials are front-and-center. Yet a survey of recent introductions and brand upgrades shows that the industry is following a wide variety of pathways toward greater sustainability.

1. Plastic-neutral

Offsetting plastic consumption is a tactic many brands have begun to embrace by obtaining third-party certifications. For instance, Inika Organics has announced its portfolio received a plastic neutral certification from Waste Revolution, an Australia-based organization. The accolade follows other certifications for the brand in natural and organic ingredients (ACO COSMOS and OFC), cruelty-free (Choose Cruelty-Free AU and PETA), halal (AFIC Halal) and vegan practices (Vegan Society).

The initiative has reduced Inika’s virgin plastic use from 8.1 tons to 1.3 tons, an 84% decrease. Inika Organics is the world’s first plastic-neutral makeup brand, according to the company.

Becoming plastic neutral means that for every kilogram of plastic used by the brand, one kilogram is collected and recycled. The practice encourages recycling and a circular economy. To implement it, Inika revamped its packaging operations and introduced earth-first packaging made from 90% sustainable and reused materials, including aluminum, sugar cane, PCR plastic and glass.

Similarly, Pacifica Beauty has announced a partnership with Plastic Collective to collect and recycle plastics equivalent to the total amount of plastic used in Pacifica products. Pacifica is providing funding to the Plastic Collective to develop plastic recycling social enterprises and addressing plastic waste in territories with high environmental leakage.

2. Plastic-free

Going plastic-free is an alternative to plastic neutrality, one that requires close attention to packaging materials. Oway, which boasts 99% plastic-free packaging, recently launched its hair care line in the United States. Oway was reportedly the first Italian brand in the professional sector to have chosen to replace plastic in favor of glass and aluminum for all bottles and jars. The brand eliminated unnecessary packaging in 2013 and now works exclusively with ecosustainable materials, per the company.

Sharon Nykaza, general manager of Oway United States, said, "Glass can preserve and protect the integrity of the formulas’ botanical extracts, shielding them from UV rays and protecting them from bacteria. Committed to becoming completely plastic-free in the near future, we are so excited to officially launch in the United States, bringing pure and infinitely recyclable products and packaging to both salons and consumers."

Meanwhile, when Pangea Organics expanded into skin care with a full routine of cleansers, toners, eye cream, moisturizers, treatments, masks and exfoliators, it chose to use plastic-free packaging. The brand’s Life After Plastic Pledge reportedly signifies that every aspect of its packaging, from bottles to seals and labels, are completely plastic-free.

Plastic-free brand Kate McLeod recently expanded to Sephora’s Clean + Planet Positive program. By removing water from its solid formulas, the brand has been able to create sustainable, plastic-free packaging and reduce its carbon footprint.

The eponymous founder noted, "This started in my kitchen, and the Daily Stone is where it all began. It took me three years to perfect the formula, and I personally hand-poured thousands of Daily Stones when we launched the business. We still hand craft, hand wrap, and hand package every single Body Stone with love at our workshop in the Hudson Valley."

3. Refillable

Refillable concepts have been among the most popular sustainability strategies for packaging, providing opportunities to build long-term relationships with consumers by encouraging reuse. Recently Amika launched 500 ml refill pouches of its best-selling shampoos and conditioners. According to the company, this will lower carbon emissions by 98.4% compared to traditional virgin plastic bottles (when used for one year, compared to traditional HDPE packaging).

Meanwhile, Estrid has introduced April, a sister brand focused on vitamin supplements with vegan formulations to support the immune system and well-being. Every product has free and climate-compensated shipping and options for refill orders in compostable pouches.

Exponent Beauty, a Certified B Corp., launched its quartet of Superior Serums with a sophisticated dual-action refillable package. The brand’s Self-Activator system dispenses a precise dose of its Active Powder and Quadruple Hyaluronic Acid Hydrator to create the Superior Serum, which has a light gel-cream texture.

The system protects the integrity and efficacy of the formulas and minimizes packaging while providing users with simple, accurate product dosing in about eight seconds, per the brand. (The brand contends that pre-bottled skin care can degrade by as much as 40% in eight weeks.) The Self-Activator is reusable; users can purchase refills for their systems, which comprise recyclable glass and aluminum.

Refillable brands are also attracting investors. For instance, Blueland, a personal and home care brand that is a certified B Corporation and Climate Neutral Certified, has received a $20 million growth investment. The funds will boost its direct-to-consumer and retail growth and entrance into personal care. New SKUs are coming this year.

In the last three years, the brand has launched 15 products built around its tablet-based format and refillable packaging. Its packaging uses no plastic wrappers, pouches or dissolvable plastic films. The products reportedly cut down on single-use plastic packaging, reduce shipping emissions, and save storage space in homes and on retail shelves.

In 2020, Blueland grew more than 400%. It has sold more than 10 million products, grown its customer base to 1 million and is on track to "help divert over 1 billion plastic bottles from landfills and oceans," per Blueland.

4. Decarbonized

Origin Materials and LVMH Beauty have announced a strategic partnership to develop sustainable low-carbon-footprint packaging for the perfumes and cosmetics industry. As part of the strategic partnership, LVMH has signed a multi-year capacity reservation agreement with Origin Materials to purchase sustainable, carbon-negative PET (polyethylene terephthalate) for use in packaging for perfumes and cosmetics.

PET produced using Origin technology is functionally identical to petroleum-based PET, but with a lower carbon footprint since it is made from sustainable wood residues that capture carbon. Additionally, Origin PET is equally recyclable to fossil-based PET within the existing infrastructure, which assists in creating a circular economy with a significantly reduced carbon footprint.

Claude Martinez, executive president and managing director LVMH Beauty, said, "At LVMH, with our Life 360 program, we made the decision that our packaging will contain zero plastic from virgin fossil resources in a near future."

In a similar vein, Emerald Technology Ventures has announced the launch of a fund focused on sustainable packaging that includes among its founding limited partners Beiersdorf, Chevron, Henkel and WM. Emerald will seek investments in sectors across all stages of the circular economy, including lowfootprint feedstocks.

Gina Domanig, Emerald’s managing partner, said, "The fund is a recognition that the packaging industry plays an increasingly proactive role in the shift toward a circular, low-carbon economy."

Jim Gable, vice president of innovation and president of technology ventures for Chevron, said, "Emerald Technology Ventures’ sustainable packaging fund has the potential to drive the wider adoption of a lower carbon circular economy. It aligns well with our Future Energy Fund, which focuses on industrial decarbonization, emerging mobility, energy decentralization and the growing circular economy. We’re an existing partner in Emerald’s industrial innovation fund and glad to support this new sustainable packaging fund."

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