8 industry experts reveal their thoughts on a new wave of product/package development in a ‘circular-inspired’ time.
The beauty industry has leapt ahead in sustainable packaging offers over the past few years—and as we’ve witnessed, the word ‘sustainability’ may have become one of the most-used descriptors by suppliers, brands, and consumers.
But in the past year, while we’ve seen breakthroughs in refillables, recyclables, mono-materials, and PCR, we’ve also become aware of some hesitancy when it comes to cost and unsolved recycling issues.
To get a better grasp on where the industry now stands on this important topic, we’ve reached out to a capsule of retailers, brands, industry analysts, and designers, for their perspectives and predictions.
Following are our experts’ thoughtful responses to the following dual question:
In your opinion, what has been the most significant development/challenge/opportunity as far as sustainable packaging, in general, within the last two years—and how has it affected product/package development? What does the future hold for cosmetic/fragrance packaging?
Anna Keller, MINTEL
PRESENT: In the past two years, there has been a seismic shift in the packaging landscape toward sustainable solutions, driven by the rise of refillable packaging and a growing demand for flexible pack sizes.
Refillable packaging has emerged as a major advancement, particularly well-received by eco-conscious shoppers as an effective way to decrease reliance on single-use plastics. While this presents logistical challenges for brands, it also offers strong opportunities for customer retention and brand positioning.
In parallel, the ‘mini craze’ has seen an upsurge in demand for smaller, user-friendly packages, a response to trend-driven lifestyles that prioritize portability and convenience. Despite the potential sustainability dilemma with smaller plastic-based packaging, this trend points toward reducing material waste and energy usage during production, all while making it easier for consumers to actually use a product to completion before it expires.
FUTURE: Future developments in this space are set to focus on packaging systems that fit flawlessly into a circular economy. This includes compostable, bio-based plastics and post-consumer recycled materials, smart packaging providing transparency on sustainability practices, and minimalist, reusable designs.
“Sustainability must be repositioned as a benefit for consumers, not a burden, in order to make meaningful progress in the BPC industry.”
— Anna Keller, Principal Analyst, Beauty & Personal Care, Mintel
As sustainable packaging continues to advance, it is not only a responsibility, but also an opportunity for the industry to position itself as a standard-bearer for environmental stewardship and consumer satisfaction. Sustainability must be repositioned as a benefit for consumers, not a burden, in order to make meaningful progress in the BPC industry.”
Rob DiPalma, THE ESTEE LAUDER COMPANIES
Global Packaging, The Estée Lauder Companies
PRESENT: In the last two years, one challenge the industry has faced has been the slow adoption of refillable packaging across various product categories. While there continues to be a growing interest in sustainability, our brands are not seeing a strong consumer desire yet. Fragrance, however, is seeing success with refillable options, with minimal impact to shelf space and an enticing cost ratio. Fragrance packaging, especially in the luxury space, also tends to carry an artisanal appeal, making it a product that consumers are more inclined to keep and refill.
FUTURE: Looking ahead, we anticipate that the fragrance category will continue to lead the charge in refill adoption. As consumer awareness and demand for sustainability grow, we see potential for refillable packaging to become more prevalent across various sectors, driving further innovation in product and package development.
Balmain: A Lauder Success Story
After two years of innovation and R&D, butterfly mark-certified Balmain Beauty launched in 2024 with its first creation, eight all-gender eaux de parfum “Les Éternels de Balmain.” The brand’s debut collection features eight refillable and recyclable fragrance bottles that are cello-wrap free. Notably, purchasing a refill after the initial 50ml fragrance bottle, saves 45% in total packaging weight, significantly reducing paper (62%), plastic (57%), and glass (35%) waste, according to DiPalma.
“Looking ahead, we anticipate that the fragrance category will continue to lead the charge in refill adoption.”
— Rob DiPalma, Vice President, Global Packaging, The Estée Lauder Companies
The collection is inspired by Balmain’s first flacon created in 1946, “a masterpiece of simplicity and timelessness,” says DiPalma. “Building on this foundation, the new flacon delivers a multisensory and luxurious modern experience. The square is elongated into a lozenge; the Balmain signature rayure covering the glass echoes the gold collar’s existing texture; a new finish and color palette flatter the touch and the eye. On the cap, a graphic PB monogram symbolizes Balmain, extracted from the iconic 1970 brand labyrinth motif.”
Ame Igharo, ULTA BEAUTY
PRESENT: One of the most significant opportunities in sustainable packaging has been the growing consumer demand for environmentally responsible solutions. Through the Sustainable Packaging pillar within Conscious Beauty at Ulta Beauty, we’ve been able to celebrate and support brand partners taking tangible steps to reduce their environmental impact—whether by incorporating recycled or bio-sourced materials, developing refillable options, or designing packaging that can be easily recycled.
Consumer preference continues to drive this momentum. Shoppers are prioritizing sustainable packaging when it’s convenient, and in many cases, actively seeking out brands that align with their values. As a result, we’ve seen increased participation in our sustainable packaging pillar, leading to measurable progress. As of FY23, 36% of our assortment (by weight) is recyclable, refillable, or made from bio-sourced materials, moving us closer to our goal of 50% by the end of 2025. This collective effort from our brand community demonstrates the power of innovation and collaboration in shaping a more sustainable future for beauty.
“…the shift toward reusable and refillable packaging is gaining momentum—especially among
Gen Z, who are highly conscious of waste and sustainability.”— Ame Igharo, Senior Director of Ulta Beauty’s Sustainability Strategy
FUTURE: We’re still in the early stages of this transformation, but the shift toward reusable and refillable packaging is gaining momentum—especially among Gen Z, who are highly conscious of waste and sustainability. The zero-waste movement continues to grow, and much like the rising popularity of thrifting, we’re seeing similar trends emerge in beauty, where sustainability and value go hand in hand.
At Ulta Beauty, we’re committed to making sustainable choices more accessible across the beauty and wellness space. We recently introduced refill badging on our product pages, making it easier for guests to identify and shop refillable products. As consumer expectations evolve, we anticipate continued innovation in sustainable packaging—from advancements in biodegradable materials to new models that minimize single-use waste—helping to redefine beauty for a more conscious future.
Crushing It
Ulta Beauty’s Complexion Crush Foundation (left) is housed in a tube sleeve made from 100% bioplastic material. It is part of Ulta Beauty’s own private label Ulta Beauty Collection. Two other products in this collection are: Eye Shadow Singles, a compact made from 30% post-consumer recycled plastic; and Luxe Satin Lipstick, with a case made from 30% Post-Consumer Recycled (PCR) plastic, and designed to be lighter weight to help reduce material usage.
Jill Tomandl, ELC, WEST COAST BRANDS
Estée Lauder Companies, West Coast Brands
PRESENT: Sustainable packaging is a trend, but also table stakes for new products. Consumers say they want sustainable packaging and expect it from brands according to market research. Regulations and policies require compliance, and there is an impact on costs and timing. Retailers are driving change with their conscious beauty programs. PCR and tariffs are increasing costs.
Brands must design and develop packaging with sustainable materials, construction, and end-of-life at the inception of a new product.
Package developers have the opportunity to make an impact by presenting benefits with support material to decision makers such as cost savings—efficiencies that improve timing such as packaging and product regionalization, waste reduction, consumer usage benefits, consumer engagement communication opportunities, and participation in retailer programs for additional marketing support.
FUTURE: In the future, I hope that brands and retailers can create business models for refillable and recyclable packaging that consumers will adopt, changing the way products are used and replenished to reduce packaging waste.
Smashbox Goes FSC
Smashbox uses FSC-certified board for all cartons. New compacts are designed with friction-fit closures to eliminate magnets. The compact platforms are made from 100% PCR, and FSC paper is used for paper-wrapped compacts. Smashbox implemented all of these attributes in the design of the Always On Mood Board Eye Shadow palettes. The compacts are lightweight, providing a portability benefit to consumers and makeup artists. Caps have been retooled from two pieces to one piece with 70% PCR for high-volume products.
Christina Ross, CREDO BEAUTY
PRESENT: The last few years have brought big shifts in sustainable packaging, with accountability and action finally catching up to the rhetoric. The biggest change I’m seeing from the consumer’s point-of-view is the heightened awareness of single-use materials, especially plastic. This awareness has accelerated progress in replacing virgin plastics with post-consumer recycled (PCR) content.
At Credo Beauty, we embraced the challenge of reducing reliance on virgin materials by partnering with the non-profit we co-founded, Pact Collective, to create NewMatter, a groundbreaking plastic resin made from recycled beauty empties collected through Pact’s programs. We used NewMatter in our Credo Skincare Brand mono-material cosmetic pumps, and it’s now available to other brands as a resin for their packaging needs. I hope to see more of these types of solutions that turn waste into usable material, while also reducing dependence on virgin plastic.
Of course, industry-wide there’s still so much to improve on. Recycling infrastructure is still lagging and fragmented. And there’s still a lot of greenwashing around “recyclable” claims that don’t hold up because recycling systems vary by region, and materials labeled “recyclable” often don’t make it through the process. I’m glad to see more brands focused on ensuring end-of-life optimization and new state recycling regulations, which will be interesting to follow.
FUTURE: The future of beauty packaging is multi-faceted, but broadly I would say it’s about less waste, more innovation, and creating stronger reuse plans (and this isn’t cosmetic industry specific!). It’s been great to see emerging technologies like bio-based plastics, next-gen recyclable materials, and innovative resins like NewMatter gaining ground. Where the data (such as from LCAs) suggests it’s beneficial, I hope we will see more circular systems where packaging can be refilled, reused, or fully composted. Consumer demand is ever increasing, which is a great opportunity for brands to focus on better solutions.
The future also calls for more transparency and honest conversations with customers. Credo Beauty is seeing that customers want to know details about how packaging is sourced, processed, and disposed of, and brands that do this certainly already stand out.
Credo Skincare Ticks All the Boxes
Credo highlights fermented ingredients in its new body care line (left). Packaging for the three products uses 100% PCR PET recyclable bottles and +30% PCR mono-material pumps, ‘which were otherwise ocean-bound plastic.’
Cindy Lin, CL BEAUTY CONSULTING
PRESENT: What’s incredible is that today, there have never been so many sustainable packaging options to choose from. But consider the current product development lifecycle, where the pressure to deliver new products in a compressed timeline often prevents brands from being able to dedicate the time and resources to develop innovative sustainable packaging.
Formula development also takes the front seat, and due to these constraints, sustainable packaging is often rushed, sometimes resorting to stock packaging that’s safe and affordable—such as glass or mono-material or PCR. To push the envelope on sustainable innovation, we need to collectively pause and build in the time for thoughtful packaging that’s not only “sustainable” in terms of materials and footprint, but also inclusive of universal design with cradle-to-cradle circularity. It’s refreshing to see the rise of more conscious, deliberate launches with mindful packaging versus consumerism generating products at a breakneck speed.
FUTURE: It’s important to know what is happening on the formulation side. Product developers are focusing on sustainable formulas and ingredients, such as bio-emulsions from L’Onvie, a biotech-driven contract manufacturer, or fermented bioactives from the actives company Dermegen, which also uses AI technology. These science-driven formula innovations are naturally created via fermentation and eliminate the use of emulsifiers, and use minimal energy in the process, which is very exciting as packaging can take a cue and follow suit from biotech technologies.
Going for Glass
Lin chose glass packaging for Prescription Skin Labs, a line she developed with L’Onvie (a turnkey CM based in NY/FL). Prescription Skin Labs is a clean, clinical-grade skincare line using fermented actives from biotechnology. Packaging uses “a back-to-basics approach with glass jars and a matte ombre effect.”
Deb Adams, DOMO DOMO
PRESENT: The demand for sustainable packaging is increasing while the design innovation required grows more complex. In many instances, packaging designers now must start with the end in mind—thinking through the packaging life cycle from “cradle to grave” while also developing innovative design structures, discovering new materials, ensuring a premium aesthetic and desired consumer experience. In the past two years, rapid changes in regulation and compliance with extended producer responsibility (EPR) laws tightening across the U.S. and global markets are also new priorities and considerations in the design innovation process.
In today’s fragmented marketing world, it can be difficult for brands to get noticed and remain relevant. Packaging is often the [literal] first touchpoint for consumers and must serve multiple purposes, including the need to be sustainable and prove it. Transparency in product and packaging origins will be the next major priority—and brands that clearly communicate sourcing, recyclability, and impact will differentiate themselves in a crowded marketplace.
Marshall McLuhan’s insight, “The medium is the message,” is truer than ever in sustainable packaging. Packaging is not just a functional vessel—it’s a communication tool that embodies a brand’s values, from material choices to design aesthetics and beyond.
FUTURE: The future will be about innovation that blends functionality, transparency, and emotional connection. With 74% of consumers saying sustainability influences their purchasing decisions, packaging is a key differentiator and a strategic growth lever.
The rapid pace of material innovations will only increase, and our challenge as designers is to stay current and aware of what is possible. Breakthroughs in biodegradable packaging and innovation with enzymes and microbial technology, biodegradable materials, and moisture barriers will be more fully compostable. The scalability and costs associated with new materials innovation will remain a concern that will be alleviated in time with marketplace acceptance and implementation.
A Human-Centered Design (HCD) design approach helps packaging designers and innovators develop packaging that goes beyond compliance—it creates experiences. Brands must ask: “What do we want our consumers to think, feel, and do when engaging with our packaging?” Future-ready designs integrate renewable materials, modularity, and refill-ability while amplifying brand identity.
Nick Seston-THINK TANK
PRESENT: In terms of inquiries from our clients, the most significant development has been a shift toward sustainable packaging as the default position and the starting point of most of our concept discussions. In the past, those considerations were often suggested by us as our advised best practice as a project progressed, but for the past few years planning both the production of the packaging itself and the extended logistics of manufacturing locations and delivery methods to reduce environmental impact has been a core concern from the client end at the start of the vast majority of our development conversations.
FUTURE: While there is still undoubtedly a lot of demand for cosmetic/fragrance packaging that wears its sustainable credentials on its sleeve with an understated and natural-looking design, we’re seeing increased interest in products with bold and stylized branding, which is nonetheless sustainably produced. We make a point of advising clients that branding and design choices don’t need to limit the recyclability, etc., of their packaging. A sustainable packaging project does not need to be limited to a traditionally ‘sustainable’ aesthetic.
No Wrap & Reduced Materials
Think Tank produced a cosmetics box for Meditatif, using single-layer recycled Eska board with no additional outer wrap. White foiling directed onto the main board reduced materials to a minimum, and the product is fully FSC-certified for materials and manufacture, and fully recyclable.
Conclusion
Whether eliminating wrap; using mono-materials, glass, PCR, or FSC paper; embracing refillables; or mini-sizing products, there are many paths toward sustainable packaging—and the road to a circular economy. And seemingly, the best place to start is at the very beginning, at the design stage. (Many thanks to our experts who contributed to this story!)
Beauty Packaging welcomes our audience’s comments.
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