The beauty industry is no stranger to change – trends evolve, formulas improve, and consumer values shift. One of the most pressing shifts today is toward sustainability, especially when it comes to packaging. From luxe glass bottles to glossy plastic compacts, beauty products have traditionally prioritized aesthetics over environmental impact. But with over 120 billion units of packaging produced by the global cosmetics industry annually, much of it unrecyclable, there’s a growing demand for greener solutions.
We’re seeing a rise in refillable products, biodegradable packaging and minimalist designs that reduce waste without sacrificing style. Consumers play a key role too. Supporting brands that prioritize sustainability, recycling correctly, and embracing minimalism in personal care routines are all steps in the right direction.
Sustainable beauty isn’t just a trend – it’s the future. And it starts with what’s on the outside, as much as what’s within. We sat down with our NPD manager, Roz, who’s at the forefront of innovation, trend-spotting, making sure our packaging choices are as kind to the planet as they are to your shelf.
Are there any exciting innovations in sustainable packaging that we should be looking out for? Absolutely! Sustainable beauty packaging is no longer a trend but a requirement for all beauty brands. Sustainable packaging is a hotbed of innovation right now, with brands and start-ups pushing the boundaries to combine aesthetics, functionality, and eco-friendliness. Here are some exciting developments to keep an eye on:
Biodegradable and compostable materials such as mushroom packaging which is grown from mycelium, is fully compostable and structurally sound. Another innovation is seaweed-based alternatives and also paper pulp and moulded fibre being used for paper tubes for balms and deodorants.
Another innovation is upcycled and waste-based packaging. Some brands such as Ren Skincare use packaging made from collected ocean waste. Lush is a pioneer in this space – by partnering with Spectra Packaging it has been using 100% recycled PET for its clear bottles for over 10 years. The brand has introduced certified recycled Preventative Ocean Plastic ™ helping to protect marine ecosystems and coastal communities who see the impact and effects of ocean plastic pollution.
Refillable beauty products are becoming more popular – what are the challenges in designing refill systems?
Great question – we are seeing more and more refillable beauty products in the marketplace which is encouraging. Brands such as Kjaer Weis and La Bouche Rouge have created luxury outer cases and sleek refill interiors where the case is almost a collectable. L’Occitane, is a good example of using eco-fillable pouches that use 90% less plastic and yet give a luxury feel where heritage branding meets sustainability.
How can beauty brands educate consumers about proper disposal and recycling of their products?
Consumer education is crucial to making sustainable beauty actually sustainable. Even the most eco-friendly products can end up in landfill if the consumer does not know what to do with them. Recycling programmes above all need to be easy for the consumer to use. Beauty brands need to be transparent with their messaging to help the consumer understand their recycling programmes, ensuring they understand where the package goes and how it is processed. Rituals and L’Occitane are good examples of having clear refill instructions and incentives for returns.
Are there any sustainability regulations that beauty brands need to be particularly aware of when designing packaging?
Yes, The EU Packaging and Packaging Waste Regulation (PPWR) is a directive driving packaging sustainability in Europe and came into force in February 2025. The regulation applies to all EU packaging and there are goals and obligations for all packaging by 2030. The key changes coming are that it will establish design of recycling as a principle and cut down on unnecessary packaging.
Brands should be conducting a packaging audit and identifying non-recyclable and excessive packaging formats. They should be engaging with sustainable packaging partners with mono material and refill friendly designs – and preparing Extended Producer Reporting (EPR) systems to ensure they are tracking everything and avoiding vague green claims.
Where do you see packaging heading in the next 5-10 years?
Beauty packaging is on the brink of some major transformations for good. Over the next 5–10 years, we’ll likely see it shift from just looking pretty to being smart, circular, and conscious.
Circularity becomes standard – from single use to forever use, refillable will span across categories from lipstick to body washes.
Material innovation goes mainstream – bio-based and biodegradable with packaging made from algae, mushrooms or corn flour. Waterless formats result in less packaging such as solid skincare and hair care will eradicate the need for bottles.
Smart and connected packaging – digital product passports including QR codes and NFC chips that store ingredients, instructions, expiry dates and recycling information. Track and trace – brands will use smart packaging for inventory and transparency.
Packaging that does more – Active packaging – materials that preserve freshness, reduce oxidation or change colour when a product expires. Multi-functionality – tools and packaging all in one i.e. a brush built into the lid.
Working with Bespoke Advantage
Bespoke Advantage is a London based international beauty brand consultancy. We are a team of experts, associates and business partners specialising in supporting our clients – award-winning entrepreneurs, well established beauty and wellness businesses, retailers, investors, trade bodies and embassies – in developing and growing their brands across the beauty and wellness marketplace. If you are looking to launch a beauty or wellness brand or you are looking for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’