In today’s world where the environment and our impact on the future are top-of-mind, sustainability is no longer a luxury but a necessity in product design and packaging. Customers are not simply seeking luxury goods, but rather prioritize sustainability when making purchasing decisions. Sustainable beauty packaging is more than just a passing trend; it’s a growing movement that is here to stay.

Prioritizing sustainable solutions

One of the biggest challenges faced by the beauty industry is the amount of waste generated by single-use packaging, particularly plastic packaging. Sustainable packaging aims to address this issue by using materials that are biodegradable, recyclable, or reusable, as well as exploring product formats to include refillable options. Many brands are already making the switch to sustainable packaging, with some incorporating recycled materials, such as glass, paper, and aluminum. Others are using innovative materials such as bioplastics, which are made from renewable resources like corn starch or sugarcane.

Sustainable beauty packaging is beneficial for the environment and reflects positively on the brand. Customers are becoming increasingly conscious of their environmental impact and are more likely to support brands that share their values. By investing in sustainable packaging, brands are simultaneously doing their part in protecting our planet while building a loyal customer base. Some brands, like Summer Fridays, have taken it a step further by implementing recycling programs that incentivize customers to return empty products for rewards.

Lifestyle changes reflect packaging attitudes

People are embracing skinification and skinimalism trends which promote a minimalist approach to beauty: less is more. In response, more multi-purpose and hybrid formulations are being launched to cater to the needs of this new wave of consumers using less. These consumer attitudes are also translating into a demand for products that are less wasteful and flashy in their packaging.

Mass vs. Luxury packaging expectations

The price point of a beauty product can significantly impact how a consumer perceives its packaging, with luxury products expected to be more attractive. However, regardless of a product’s cost, packaging that is functional and easy to use is deemed most important.

While functionality rules when it comes to top attributes, it’s worth noting that 84% of all beauty buyers—and 88% of those buyers millennial age or younger—say they might be or would be more inclined to try a beauty brand’s product for the first time if they saw that its package was sustainably made. 

As a result, eliminating secondary packaging can be a viable option for brands with products that have strong primary packaging in order to help improve their environmental sustainability. These changes towards more sustainable beauty packaging are a significant step towards a more responsible future.

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