As the beauty and personal care industry evolves, sustainability is still at the forefront of innovation. Consumers are increasingly conscious of the environmental impact of the products they use, and brands are responding by adopting eco-friendly packaging solutions. A few years ago, Element Beauty Group developed an ingenuous paperboard packaging for a deodorant for a global personal care brand. This was an excellent opportunity to engage the consumer into a more sustainable lifestyle while ensuring optimum product experience.

Sustainably Sourced

Paperboard is a biodegradable, renewable resource typically from sustainably managed forests, especially under the FSC or PEFC certification, ensuring the safeguarding and continued growth of the forests and preserving biodiversity. When sourced responsibly, the production of paperboard packaging also leaves a smaller carbon footprint than other materials, and paperboard manufacturers have been optimising their energy impact for years, including optimising water usage (in closed loop cycles) and running the mills with renewable energy. Overall, paperboard has become genuinely greener.

Recyclable and Easy to Process

Paperboard packaging is obviously recyclable. In most regions, paper recycling infrastructure is well-established, making it easier for consumers to dispose of their packaging responsibly. This supports a circular economy, where materials are reused and repurposed rather than discarded after a single use.

For brands, choosing paper packaging sends a clear message that they prioritize sustainability, aligning with consumer demand for greener options.

Reducing Plastic Use

Perhaps the most significant advantage of paper packaging is its ability to reduce reliance on plastic. The beauty and personal care sector has historically relied on plastic for its convenience and flexibility, but this dependency has come under scrutiny due to the environmental toll of plastic waste. By transitioning to paper, brands can significantly cut down on their plastic use, which not only benefits the planet but also enhances their reputation as eco-conscious innovators.

A strong example of this is Old Spice's release of its deodorant in paperboard tubes, developed by Element Packaging. This bold move away from plastic packaging has been a major step forward in sustainable packaging innovation within the beauty and personal care space, setting an example for other brands to follow. Another well-known brand, Native, has introduced paperboard packaging for its deodorant, further demonstrating the potential for a shift away from traditional plastic materials.

Bio-Based Coatings: A Game Changer

One of the challenges historically associated with paper packaging in beauty products has been its susceptibility to moisture and oils. However, recent advancements in bio-based coatings are helping to address this issue. These coatings, made from renewable resources rather than fossil-based materials, provide the necessary barrier protection to ensure that products like creams, serums, and other liquid-based items can be safely stored in paper-based containers.

This development is particularly exciting for product development professionals, as it opens the door to a wider range of beauty and personal care products being packaged sustainably. Whether it’s for skincare, haircare, or cosmetics, paper packaging now has the versatility and functionality to rival plastic.

Real-World Examples of Innovation

The shift towards paper packaging is gaining momentum, with several beauty brands embracing this eco-friendly solution. Old Spice and Native are leading the way in personal care, while larger companies like L'Oréal have also been exploring paper-based alternatives for their products. For example, L'Oréal has been working on creating paper bottles in collaboration with a packaging company, aiming to offer more sustainable packaging for its popular haircare and skincare lines. Other innovative brands, like Seed Phytonutrients, have already launched products using paper packaging, demonstrating that premium beauty products can indeed go hand-in-hand with sustainable packaging.

A Sustainable Future for Product Development

For product development professionals in the beauty and personal care industry, the rise of paper packaging represents not only a shift in materials but also a significant opportunity to innovate. By adopting paper-based solutions, brands can meet growing consumer demand for eco-friendly products, reduce their environmental footprint, and stay ahead of regulatory changes aimed at reducing plastic waste.

The move towards paper packaging is not just a trend; it's a long-term shift that will shape the future of the beauty industry. For those in product development, the challenge is to balance functionality with sustainability while maintaining the high standards consumers expect from their favorite brands. With ongoing advancements in bio-based materials and recycling technologies, the potential for paper packaging in beauty is greater than ever.

By choosing paper packaging, beauty brands not only help protect the environment but also create an opportunity to engage with a more conscious consumer base. As sustainability becomes increasingly crucial in product development, paper-based packaging is proving itself to be a versatile, practical, and forward-thinking choice for the industry’s future.

How to develop Packaging for Beauty and Personal Care Products: A Sustainable Shift for the Future