Chasing the paper: Sustainable packaging options for beauty

By Austyn King | Published: 25-Jun-2021

Paper provides a unique tactile experience with lots of opportunity for customisation and beauty brands are increasingly turning to the versatile material to achieve their circular design goals

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With global concern about the future of our planet continuing to pile up in recent years, sustainability has never been a higher priority for beauty brands and consumers.

According to a recent poll by Wella's weDo/ Professional, 56% of adults believe it is important to buy products with sustainable packaging – and paper is often heralded as the solution.

As millions worldwide are ditching single-use plastic for more planet-friendly paper alternatives, thanks in part to the 'Attenborough effect' bringing the plight of the world's oceans into the spotlight, what are the latest paper and paperboard solutions available on the market, and how are manufacturers innovating to offer brands even more sustainable solutions?

“Paper is an amazing product: it is renewable, clean and incredibly versatile. It continuously offers new possibilities, applications and end uses,” Tricia Hartmann, Luxury Packaging Lead at UK-based paper packaging specialist James Cropper, tells Cosmetics Business.

This versatility lends itself to virtually any product in cosmetics and personal care, most often

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