Sustainability is no longer a niche consideration—it has become a core driver of innovation in the cosmetics and personal care industries. As environmental concerns grow and regulations become stricter, packaging has emerged as a critical area for improvement.
Consumers increasingly demand eco-friendly solutions, and brands are responding by rethinking every aspect of their packaging, from materials and design to recyclability and aesthetics.
This evolution is not just about meeting consumer expectations but also about building brand loyalty and future-proofing operations against tightening environmental standards. The challenge lies in balancing sustainability with functionality, particularly in sectors like e-commerce, where packaging must protect products while minimizing waste.
For deeper insights into this issue, CosmeticsDesign spoke to Brian Techter, President of RRD Packaging Solutions, who shared his expertise on the strategies and innovations driving sustainable packaging. From integrating recycled materials to cutting-edge design techniques, Techter’s insights reveal how brands adapt to a rapidly changing landscape while maintaining their commitment to sustainability.
Shifting to recyclable materials
Brands are transitioning to substrates with higher recycled content, such as corrugated and paperboard, as they seek to reduce plastic waste and comply with evolving regulations. Historically, paperboard packaging often included plastic laminates for durability and aesthetics, rendering them non-recyclable.
Techter highlighted advancements that now enable these materials to combine “product protection against harsh conditions during transport and a wide range of aesthetic options to enhance brand appeal,” all while remaining recyclable.
Balancing functionality and sustainability
The functional demands of packaging, especially in e-commerce, remain a priority. “Any package design that fails to protect the product—especially in an e-commerce distribution—is bound to generate more waste, not less,” noted Techter.
However, companies are finding ways to reduce waste while maintaining durability. According to RRD’s Packaging & Labels Insight Report, 69% of respondents prioritize material waste reduction, closely followed by recyclability (68%).
In e-commerce, optimized packaging designs play a crucial role. “A damaged applicator, crack in a bottle, or faded ingredient list can be highly consequential to brand perception,” explained Techter, emphasizing the importance of designs that reduce reliance on excess materials while safeguarding products.
Innovative waste reduction strategies
Companies are adopting standards like Ship in Own Container (SIOC) to eliminate unnecessary packaging layers. By shipping products in a single box, brands minimize waste and enhance the consumer unboxing experience.
Other methods include efficiently redesigning packaging and switching to ultra-removable, linerless labels to reduce backing waste.
Lightweighting offers another opportunity to cut materials without compromising functionality. Techter explained that this can involve “reducing the size of flaps on a corrugated box or decreasing the thickness of paperboard packaging.”
Rightsizing, a related practice, optimizes the layout of products within packages to reduce overall box sizes, which increases transport efficiency and reduces emissions.
Responding to consumer demands
Sustainability is becoming integral to brand strategy as consumer expectations rise. Techter reported that 73% of survey respondents acknowledged changes in sourcing due to demand for eco-friendly, minimalist packaging. This has led to increased use of Kraft materials, recyclable inks, and designs that convey sustainability through aesthetic simplicity.
Consumers also appreciate clear recycling instructions and sustainability emblems on products, which help them contribute to the circular economy.
Challenges and long-term goals
Achieving sustainability is not without its challenges. Techter emphasized the importance of long-term strategies over temporary trends: “Sustainability is not a quick fix or a one-size-fits-all solution. It requires a thoughtful, incremental approach.”
Rising material costs and supply chain issues add complexity, but brands are finding that aligning packaging solutions with consumer preferences ultimately drives greater success.
Looking ahead, the industry is poised for shifts to paper-based packaging, increased transparency in sustainability goals, and a dual packaging approach tailored to retail and e-commerce. With Net Zero goals set for 2030 and beyond, Techter concluded that the time to integrate sustainability into every business decision is now.
