• Publishing & printing
• Article

In cosmetics packaging, sustainability is beautiful.

Sustainable packaging is the solution

Consumers want sustainable packaging while increasingly placing a high value on unique, visually appealing packaging.⁹ The global cosmetics industry has taken note, investing in innovative eco-friendly materials to replace plastic. They’re also seeing the brand-building, sales-driving advantages of paper and paperboard packaging.

When it comes to replacing plastics in packaging, the human capacity for innovation is pretty amazing. For packaging types that don’t lend themselves to traditional paper and paperboard packaging, packaging made from natural, recyclable materials are becoming valid options. One example is monomaterial packaging, made from a single recyclable material, which simplifies the recycling process by eliminating the need to separate different material types.¹⁰ Unilever is one major producer that’s investing in this approach.

And there’s biofabricated packaging made from natural materials like seaweed, algae or mushrooms that rapidly regenerate to address resource depletion, offering high biodegradability.¹¹ 

Another area of innovation is bioplastics. One example is polylactic acid (PLA), a compostable, biodegradable polymer derived from natural raw materials like corn, bamboo and other plant starches.¹² Coca-Cola, Nestle and Unilever are among the major consumer packaged goods companies exploring bioplastics for their product packaging.¹³

Still another approach, called bio-designed packaging, is breaking new ground using fermentation and microbial processes to create packaging that can be consumed or composted after use.¹⁴ These innovative materials, combined with paper and paperboard packaging, create a fully environmentally safe packaging solution.

Paper and paperboard: Folding sustainability into branding

The inherent sustainability of paper and paperboard—from trees, a renewable resource grown in certified, sustainably managed forests; fully recyclable with high recycle rates—combines with the brand-building power of high-quality printed folding cartons to offer an earth-friendly way to drive growth for cosmetics companies.

Research makes a compelling case. A recent Memjet study showed that brands using printed boxes reported up to a 30% increase in sales due to enhanced brand visibility and consumer engagement.¹⁵ The same study indicated a significant contribution to improved consumer perception of premium quality and a 20% increase in repeat purchases.¹⁶

Other research has shown that high-quality graphics and print embellishments on boxes can contribute to a 15% increase in brand recognition¹⁷ and, in a surprising benefit to brands and sales, encourage customers to share their unboxing experience on social media, increasing organic reach by 25%.¹⁸

The conclusion? Because of growing consumer awareness and demand, sustainable packaging—including printed boxes—represents a very real opportunity for cosmetics brands to grow sales and market share. All while contributing to our planet’s health and beauty!