Image: Getty Luxury is no longer about exclusivity and aesthetic. Beauty and personal care brand owners now must also consider their impact on the planet.
Packaging, which was traditionally seen as a crucial element of the experience of luxury products, has become a key area for innovation and change.
According to various sources, including Deloitte and Euromonitor, affordability remains the number one barrier to adopting a more sustainable lifestyle for many, the luxury industry is uniquely positioned for a sustainable revolution because customers are willing to pay a premium for a better experience and higher-quality goods.
“Whether it’s recyclable materials, reduced volume or refillable systems, there are options aplenty to suit the needs of all luxury consumers. But, in an industry where look and feel are everything, the stakes are undoubtedly high for brand owners to get it right,” said Katariina Tanner, who is director at Finnish and Swedish forest industry company Stora Enso, which develops and produces cosmetics packaging based on wood.
The new greener luxury
Today’s beauty consumers expect the brands they support to share their values.
Tanner noted that luxury brand owners like Harrods take up charity pop-up schemes and Anya Hindmarch adopting recycled and recyclable materials in its products.
“These value-based initiatives clearly go beyond packaging, they encompass everything from supply chain transparency to the environmental impact of production processes,” she said.
“Packaging, however, remains one of the most visible indicators of a brand’s commitment to sustainability. The adoption of sustainable packaging practices not only appeals to eco-conscious consumers but also strengthens a brand’s overall image.”
Se also pointed out that new research shows that almost half of consumers deem a brand’s social responsibility important when it comes to making a purchase decision.
“They expect their favourite luxury brands to adopt eco-friendly packaging without compromising the quality and elegance of the product. In this way, sustainable packaging can foster deeper consumer loyalty, allowing brand owners to reap the benefits of returning customers.”
By embracing these trends, luxury brands demonstrate their commitment to sustainability and meet the demands of a discerning consumer base.
Embracing minimalism
Cosmetics brands are now exploring innovative materials, such as renewable paperboard and biodegradable plastics, to reduce their reliance on traditional, less eco-friendly options.
“Sustainability in luxury packaging can be achieved through many avenues,” said Tanner.
“Minimalistic designs, for instance, are becoming increasingly popular, as brands seek to reduce the amount of material used without sacrificing the premium feel,” she continued.
“One premium brand adopting this approach is Yves Rocher, who reduced carton used in its Elixir Botanique range by 40% with an innovative design which removed two sides of the packaging, removing the need for a PP film and making the product more visible to would-be buyers.”
“Such new approaches allow brands to simultaneously meet sustainability values while giving customers the intended brand experience.”
Less is more for packaging
Additionally, particularly the case in cosmetics, refillable products are becoming more common, allowing consumers to purchase the same high-quality product without accumulating excess packaging.
Equally with cosmetics packaging, it’s important to separate the packaging that touches the product itself and the protective and information conveying outer packaging, refill schemes mitigate the need for excess outer packaging, with customers bringing back empty primary packaging for reuse.
“In-store personalisation takes this one step further, giving consumers even greater motivation to keep and refill jars, lipsticks or perfume bottles engraved with their name or a special date,” said Tanner.
“Not only this, but customers are willing to pay more for ‘hyper-personalized’ cosmetics, allowing brand owners to incentivise lower-waste alternatives while protecting their bottom line.”
“Premium online retailers like Net-a-Porter are also increasingly providing customers with a choice when it comes to their packaging, offering both basic and premium packaging, with the former omitting extras like garment bags, coat hangers in the name of less waste and lower emissions,” she continued.
One thing is clear: material innovation is crucial in this transformational period. High-performance materials that are both lightweight and strong are enabling brands to reduce their carbon footprint while maintaining the aesthetic qualities that define luxury. These innovations include everything from compostable packaging to advanced fiber-based materials that can withstand the rigors of luxury product presentation.
The concept of a circular economy will continue to influence luxury packaging decisions. In-store recycling programs, refillable systems, and efforts to reduce packaging waste will gain traction as luxury brands embrace models that promote sustainability at every stage of the product lifecycle.
Sustainable luxury innovation
One such fibre-based material is Ensocoat, a leading material in luxury packaging, that has been at the forefront of sustainable innovation for 60 years.
Known for its high strength and superior aesthetic qualities, Ensocoat is made from renewable virgin fibers and meets stringent sustainability standards.
“Materials like this one offer luxury brands a versatile packaging solution that delivers exceptional whiteness, brightness, and UV resistance, which are all essential attributes for maintaining a consistent shelf presence,” said Tanner.
“Additionally, the material’s strength and smoothness make it ideal for intricate finishing treatments, allowing brands to achieve high-performance packaging without compromising their environmental values.”
She also said that luxury groups like LVMH are already leveraging the benefits of Ensocoat to enhance their packaging.
“By choosing it for the packaging of its Givenchy Gentleman Society fragrance, LVMH ensured that every aspect of the product, in terms of appearance, stiffness and haptic quality, would meet the highest standards,” she said.
The future of eco-friendly packaging
Looking ahead, luxury packaging will continue to evolve as sustainability becomes an even greater priority. Circular design principles, such as reducing waste, enhancing recyclability, and extending product life—will become even more prominent. Brand owners will need to explore packaging options that minimise environmental impact while offering a first-class consumer experience.
“Fibre-based materials will play a central role in shaping the future of luxury packaging,” said Tanner. “As brand owners seek to meet the growing expectations of eco-conscious consumers, they will increasingly rely on materials that offer both environmental benefits and premium performance.”
“And, as consumer expectations continue to evolve, luxury brand owners that prioritise sustainable packaging will not only maintain their competitive edge but also build stronger, more loyal relationships with their customers. By leading the charge toward sustainability, these brands will define the future of luxury packaging, one that is both luxurious and environmentally responsible,” she concluded.