With sustainability one of the most important trends in 2024, there are movements to use more eco-friendly ways of packaging in the cosmetic industry too.
| (M)ANASI7 | HALF MAGIC | LUSH |
|---|---|---|
| Recyclable eye and lip liner retailing in recyclable boxes. | Packaged in a compostable paper pack. | Waterless body wsh refill powder to be mixed with tab water. |
The need for eco packaging is pressing. Consumers globally are increasingly looking to companies to take ethical actions and they are prepared to do their part too as according to Mintel’s 2024 Global Outlook, half of Germans believe their behaviour can make a positive difference to the environment. While biodegradable claims are less common among colour cosmetics launches, they can serve as an indicator that a brand is committed to sustainability. Indeed, as many as 60% of Brits believe a brand needs to use sustainable packaging to be considered sustainable and half agree that of these adults buying beauty/ grooming products that are bad for the environment is becoming socially unacceptable.
Ultra Eco
In France, (M)anasi7 is a Swedish minimalist beauty brand. This eye and lip liner retails in a recyclable box and the wooden pencil itself is recyclable too. Their products come in sustainable packaging and are designed to last. They use reusable and recyclable hand-crafted custom designed paper boxes, and plant-based reusable jars and compacts, made with a 40% bio sourced raw material. The plant-based cellulose material that is used for making these packages is derived from wood that grows in sustainably managed forests, and is PEFC- and FSC-certified, combined with a mix of durable materials from renewable sources.
Compostable
To differentiate themselves, premium brands are adopting niche eco claims. In the UK, Half Magic is packaged in a compostable paper pack and leads with a message of creativity and self-expression. This shows the potential for all types of brands to get on board with biodegradable packaging.
Powder refill
In the UK, Tweakit Lush Lavender Body Wash is a waterless refill, which is full of powder designed to be mixed with tap water. These formats are familiar to consumers from the household cleaning category and reduce the weight of product, which saves on fuel costs and emissions. Made from 98% naturally derived ingredients, it is 100% recyclable, Zero plastic and compostable.
Michelle Strutton
Global Research Manager Beauty & Personal Care, Mintel, London, UK, www.mintel.com