At a time when beauty brands are under pressure to deliver both inclusivity and sustainability, Concept4 is stepping into the spotlight at PCD Paris with a packaging innovation that could reshape the foundation category.
For over two decades, Concept4 has been the end-to-end partner enabling global brands to translate vision into product. Now, the Certified B Corporation is leveraging its expertise to tackle one of beauty’s most persistent challenges: shade diversity.
The Industry Problem
Despite shade ranges stretching to 40, 50, even 60 SKUs, consumers still struggle to find their match. The result? Overproduction, wasted inventory, and frustrated shoppers.
The Concept4 Solution
Mix & Fix is a refillable system powered by Vessl’s patented mixing technology. Two removable cartridges — one lighter, one darker — plugged into a dial-up mechanism that allows consumers to pump, blend, and customise their perfect hue at home.
This patented system is intuitive and universally adaptable, making it easy for any makeup brand to integrate into their product portfolio without sacrificing identity or aesthetics.
• Brand-ready design: customisable aesthetics ensure seamless integration across beauty portfolios
• SKU reduction: 60 shades condensed into 20, streamlining production and inventory
• Refillable design: cartridges replaceable, packaging retained, waste minimised
• Infinite personalisation: every pump delivers a bespoke blend!
Industry Impact
Mix & Fix addresses two of the industry’s most pressing challenges: inclusivity and sustainability. By offering a patented yet brand-flexible solution, Concept4 empowers makeup houses to deliver personalisation at scale while reducing environmental impact.
• Inclusivity: empowering consumers to create their own shade match
• Sustainability: reducing waste through refillable design and SKU simplification
“Mix & Fix is proof that patented innovation doesn’t have to be complicated. We’ve created a system that is simple for consumers, scalable for brands, and sustainable for the planet.” - Courtney Haley, Business Development Manager & Primary Pack Specialist at Concept4
Catch us at PCD!
Concept4 will be showcasing Mix & Fix live at PCD Paris. Visit Booth R152 to experience this patented, refillable innovation firsthand. Book a meeting with our team to explore how this adaptable system can be tailored to your portfolio!
