A growing number of brands—from megabrand L’Oréal to soon-to-be hair care line KIND2—are bucking the cosmetics industry’s reliance on plastic.
Much appreciated to some degree to weight and request from buyers, brands are turning their efforts to making packaging that’s sustainable, refillable, plastic-free or “naked” (package-free).
With #shelfies and nitty gritty healthy skin and excellence schedules unmistakable via web-based social media, discussions and YouTube recordings, lovely packaging is synonymous with extravagance and self-care—and it’s not irregular for purchasers to purchase items dependent on bundling.
Be that as it may, the cosmetics industry has long had a plastics problem.
“At the moment, the way we consider a normal way of beautifying ourselves is through products that come in plastic containers,” said Rachael Wakefield-Rann, a researcher at the Institute for Sustainable Futures, part of the University of Technology Sydney, who’s studied waste and sustainability in personal care products and cosmetics.
Assessments of the worldwide market’s production of yearly plastic packaging units run between 76.8 billion to more than 120 billion. Most are not recyclable or compostable; almost 70% of all plastic packaging goes to a landfill, as indicated by the Environmental Protection Agency.
Be that as it may, as of late, brands like L’Oréal introduced endeavors to control the utilization of virgin plastic. In an investigation, it found that half of the ecological impression of an item is connected to its packaging, Danielle Azoulay, L’Oréal USA’s head of corporate social duty and supportability, told Adweek in an email.
For quite a long time, the brand had been advancing toward progressively economical packaging with explicit activities, yet a year ago, it announced its duty to make the majority of its plastic packaging rechargeable, refillable, recyclable or compostable by 2025 as part of an initiative called the New Plastics Economy led by the Ellen MacArthur Foundation.
“At the heart of all those efforts is a mission to minimize our dependence on single-use plastic,” Azoulay said. As part of meeting that goal, L’Oréal has already replaced 8,705 tons of virgin material with post-consumer recycled material.
It’s significant that brands like L’Oréal are making such commitments; L’Oréal represents 39% of the Asian, 25% of the North American, and 18% of the Western European cosmetics market—it also claims a 12.5% share of the e-commerce beauty market.
“Larger companies and the ones with the most market share in the industry, they’re in a position to be making the changes,” Wakefield-Rann said.
The gold standard in the hierarchy of sustainable packaging is package-free, or naked, products, Wakefield-Rann said. For cosmetics, that typically means creating solid products that don’t need containers.
One trend-setter around there is Lush, the restorative retailer known for its strong bars; about portion of its item range is bare, shown in-store bundle free and delivered to shoppers.
Lush director of brand communications Brandi Halls said creating a line of package-free solid shampoos, conditioners, moisturizers and deodorants requires the product development stage.
Lush had to “think about how formulations can still have the effect of the original products, how do we make sure it works for customers” who are used to using liquid products, she said.
But now that’s part of the appeal. “We see the fact that our products are not packaged is an advantage. You can touch, you can feel, you can smell the products because we haven’t bottled it up,” Halls said.
To get consumers to move from common liquids to solid bars, education is a big component of Lush’s marketing. Through in-store demonstrations and a popular video series on YouTube, Lush teaches consumers how to select, use and store solid products.
For Sue Campbell, who is rolling out a plastic-free brand of solid shampoo and conditioner bars called KIND2, the next barrier to break is making these plastic-free products more readily available.