Sustainable Packaging Trends in Skincare and Makeup

By Elena Strauss, Product Innovation | International Institute of Beauty

The beauty industry has entered a pivotal moment, one where innovation isn’t merely about what’s inside the jar, but how the jar itself is made. As sustainability becomes more than a marketing buzzword, brands are racing to reimagine their packaging in a way that aligns with both environmental goals and evolving consumer expectations.

But what does truly sustainable packaging look like in 2025, and which beauty brands are setting the standard?

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Let’s take a closer look at the cutting edge packaging trends shaping the future of skincare and makeup.

Why Sustainable Packaging Matters Now More Than Ever

The beauty industry is notorious for its reliance on plastic. According to the British Beauty Council, over 120 billion units of packaging are produced globally every year by the cosmetics sector alone. Most of it ends up in landfills or oceans, contributing to a growing environmental crisis.

Consumer awareness has caught up. Today’s beauty buyers, especially Gen Z and younger Millennials, demand transparency, ethics, and sustainability at every step of the product lifecycle. That includes the jar, bottle, tube or box the product comes in. In fact, many now evaluate a brand’s eco credentials as part of their purchasing decision.

1. Mono Material Packaging

A major shift in skincare and makeup packaging involves the move toward mono materials, packaging made entirely from a single recyclable material, such as aluminium, glass, or PET plastic. This design principle simplifies the recycling process, as mixed material products are notoriously hard to recycle effectively.

Brands like REN Clean Skincare and La Bouche Rouge have adopted mono material strategies to increase the chance that their packaging actually gets processed by municipal recycling systems.

2. Refillable Systems Go Mainstream

While refillable beauty was once a niche, luxury concept, it has now gone mainstream. Brands across price points are developing refill pods, cartridges, and modular cases that allow consumers to keep the outer packaging and replace only the product inside.

Kjaer Weis and Fenty Skin have refined the aesthetic and functionality of these systems. The result? Packaging that feels both high end and responsible.

In mass retail, The Body Shop’s refill stations and L’Oréal’s commitment to 100% refillable or recyclable packaging by 2030 signal broad industry adoption.

3. Biodegradable and Compostable Materials

The frontier of sustainability isn’t just about recyclability, it’s about packaging that decomposes naturally.

We’re seeing increasing use of:

• Mushroom based mycelium

• Cornstarch biopolymers

• Bamboo pulp and sugarcane fibres

These materials offer promising alternatives to plastic, although questions around scalability, durability, and certification still linger. Brands such as Seed Phytonutrients and LOLI Beauty are experimenting with compostable packaging for single use items or sample sizes.

4. Upcycled and Post Consumer Recycled Content

One way brands reduce their environmental footprint is by using post consumer recycled (PCR) materials, essentially giving discarded plastic or paper a second life. Others are leaning into upcycling, where leftover materials from one process are repurposed for another.

A good example is BYBI Beauty, which uses PCR plastic for its tubes and upcycled sugarcane derived bioplastics. These strategies not only reduce the demand for virgin materials but also help close the loop in the product lifecycle.

5. Digital First Packaging Design

As e commerce becomes the dominant sales channel for beauty, many brands are rethinking how products are packaged and shipped. Enter digital first packaging, a concept that minimises physical waste by removing excess boxing, wrapping, or paper inserts.

QR codes are also being used in place of printed instruction booklets or ingredient lists.

This saves paper and enables brands to offer richer, dynamic content such as how to videos or sustainability reports.

Brands like Pai Skincare and Versed have embraced QR driven storytelling to educate and engage consumers in more environmentally conscious ways.

6. Smart Labelling and Transparency Tools

Beyond materials, sustainability in packaging also means clear labelling and tools that guide responsible disposal. In the UK, the On Pack Recycling Label (OPRL) system helps consumers know whether and how to recycle beauty packaging correctly.

Some trend savvy brands are going further, incorporating NFC chips or blockchain based tracking to provide full transparency on the material origin, lifecycle, and carbon footprint of their packaging.

The Challenges Ahead

Despite progress, sustainable packaging still faces several hurdles. For one, the global recycling infrastructure is inconsistent, and many “recyclable” materials don’t actually get recycled. Additionally, sustainable options can be expensive, particularly for indie or emerging brands.

There’s also the question of greenwashing, when brands overstate or misrepresent their sustainability credentials. Regulatory scrutiny is increasing in regions like the UK and EU, where clarity and evidence are now expected in sustainability claims.

The Future of Beauty Packaging: Circular by Design

Looking ahead, the future lies in circular beauty, a model where packaging is designed for reuse, refill, or composting from the start.

We’re seeing the emergence of shared refill systems, zero waste subscription models, and even AI tools that help brands optimise their supply chains and reduce over packaging.

Start ups like TerraCycle’s Loop, and initiatives such as the Ellen MacArthur Foundation’s circular economy framework, are shaping this next phase of innovation.

Final Word from the Institute

Sustainable packaging is no longer an afterthought, it’s a central pillar of product innovation in the beauty world. From refillable skincare pots to biodegradable lipsticks, the possibilities are expanding fast.

For brands, investing in sustainable design isn’t just a moral imperative; it’s a strategic move that resonates with future facing consumers.

And for consumers? It means being able to care for the planet while caring for your skin, without compromise.