The clean beauty market was valued at $8.7 billion in 2023 and is expected to reach $39 billion by 2033, growing at a CAGR of 16.65% from 2024 to 2033, according to a report by MarketResearch.biz. The size of the global sustainable packaging was valued at $310 billion in 2022 and is projected to reach $518 billion by 2030, growing at a CAGR of 6.7% during the forecast period, according to Fortune Business Insights.

In terms of materials, the sustainable plastic packaging market is expected to reach $143.7 billion by 2030, according to a report by Statista, while the global demand for paperboard is expected to increase by almost 30% in less than a decade, reaching 226 million tons by 2032.

Definitions are changing, however, as the beauty industry is redefining “clean beauty.” Evolving from being ingredient-focused, clean beauty transitioned to mean “natural,” followed by all the “free-from” claims. Now it’s becoming a part of the broader term, “sustainability.”

Beauty consumers’ expectations are changing as many now take for granted that their favorite brands will be free from harmful ingredients. “The beauty innovations of the future will move beyond clean ingredients to truly start tackling the problems of sustainability and waste,” states Anna Mayo in NielsenIQ’s “2030 Glow-up: The Future of Clean Beauty.”

Related: Video—NIQ’s Anna Mayo Breaks Down the Results of a Consumer Survey on Sustainability

“Sustainable packaging has transitioned from a niche concept to a mainstream expectation,” says Rick Ponte, Vice President of Project Engineering at APC Packaging. “Sustainable packaging is now a standard requirement for brands aiming to meet modern consumer expectations. It is driven by increasing consumer demand for eco-friendly products, regulatory pressures enforcing stricter environmental guidelines, and the rise of corporate social responsibility initiatives,” he says.

Verena Fiori Ferreira, Marketing Director at Virospack, says, “Sustainable packaging in the cosmetic industry is now a necessity and a fundamental requirement. Brands across the spectrum, from luxury to mass-market, are adopting sustainable packaging solutions.”

At GPI Beauty, Megan Gunn, Senior Director, Strategic Marketing, says, “As consumers continue to prioritize sustainable products, eco-friendly packaging is required by the majority of the brands we work with they are prioritizing sustainable packaging.”

A Sustainability Transition

According to a report by Deloitte published earlier this year, “The Business Case for Sustainability: Value Creation and the Path to Profitable Growth,” we’re in the midst of a “sustainability transition” that has the potential to disrupt businesses “at a scale not seen since the early days of the Internet.”



The report notes, “A sustainability transition is underway—one that has the potential to disrupt businesses and industries. We’re fast approaching this tipping point where sustainability will be considered a baseline requirement for purchase.”

Related: What’s New in Sustainable Packaging?

Fueled by the climate crisis and new government regulations for packaging, brands are feeling the pressure to be more sustainable. Deloitte’s report states, “embrace sustainability as the profitable way forward,” or be left behind.

Walter Dwyer, CEO, Cosmopak, sees changes ahead. “We feel strongly that the future is now and all brands will have to re-do their packaging and formula in the next 5 years to comply with consumer needs and legislation,” he says. “Our Ecoforward framework is the basis for all our sustainable conversations, both internally and externally, for both packaging and the formula,” he says. 

The Personal Care Products Council’s (PCPC) “2024 Sustainability and Impact Predictions” report mentions the emerging regulatory standards in the U.S., EU, and UK. In the report, Lisa Powers, EVP of Public Affairs & Communications at PCPC, states that the new requirements are affecting everything from environmental marketing claims to producer responsibility for packaging, as well as ensuring the ethical and deforestation-free sourcing of key commodities like palm oil. “The need for companies to have end-to-end chain of custody traceability of their supply chains has never been greater,” Powers states.

“We expect companies to enhance their due diligence on source traceability to address these regulatory requirements and place a greater emphasis on visibility and engagement along all stages of the value chain,” she explains.

Powers says that beauty brands are incorporating more sustainable materials in primary and secondary packaging, identifying end-of-life and re-use opportunities, and assessing impacts throughout their raw material supply chains. “We anticipate novel product and packaging solutions to hit the market in 2024, highlighting eco-design principles and opening up the benefits of sustainability to more consumers,” she states.

Cheryl Morgan, Creative Marketing Manager at HCP Global, says including PCR in beauty packaging is a high priority for its customers, especially in the UK, due to the Packaging Tax. “We offer mechanically recycled PCR for ABS, PP, PET, and PE,” says Morgan. Resins with well-established recycling streams such as PET, PP, and PE, are also in demand. “These changes will increase the likelihood of a package being recycled and re-used as we move towards circularity,” she says. 

Transparency is Key

Transparency is important to gain consumers’ trust. Beauty brands are using their packaging, websites, and social media to convey information about a product’s environmental impact. Proving and effectively communicating claims to consumers will be key.

“As consumers become more aware of the impact of their purchasing decisions, they are looking for companies to prove their sustainability claims,” states Euromonitor in its 2023 report, “Understanding Sustainable Consumers.” The report notes that the more specific the claim, the more it will engage consumers and help a brand build trust.

Jacqueline van Deursen, Account and Operations Director, IBG Netherlands, says, “Tech-savvy consumers, especially younger generations, use apps to research ingredients—prompting brands to prioritize transparency through educational initiatives.”

Kaitlyn Helwig, Director of Product Development at GPI Beauty, agrees that consumers are more concerned. “Consumers are educating themselves on what’s in the items they put on their skin and into the environment. There is much more of an awareness of ingredients that are perceived as unsafe or dangerous.”

Beauty Consumers Want To Be More Eco-Conscious

Consumers’ priorities are shifting beyond “clean beauty” to sustainable beauty, experts say. They are demanding more clean and sustainable product options—and brands should align with shifting consumer desires.

NIQ reports that 95% of consumers say they are trying to take some action to live sustainably. The most successful beauty marketers understand what consumers care about, and deliver it.

Shoppers are more aware of their environmental impact and are looking for beauty companies to help them make more sustainable choices. Sustainable beauty includes products made with eco-friendly ingredients, and free from hundreds of controversial ingredients. It also means the product is in eco-friendly packaging, which includes minimalist designs, eco-friendly materials, and refillable or reusable options. It takes into account the environmental impact of the product, as well as where its ingredients and packaging are sourced.

Who is Influencing Sustainable Innovations?

Younger consumers, especially Gen Z and Millennials, are more inclined to purchase only clean products, reports say.

Forecasters say the purchasing power of both Millennials and Gen Z will surpass that of Boomers around the year 2030, with up to $68 trillion in wealth transferring from Boomers to these younger generations by the end of this decade, reports Deloitte.

Gen Z is the largest generation that will ever exist—and they will be the wealthiest and highest-spending group in history, experts say. They are likely to be the only generation to ever reach 2 billion people, which is about a quarter of the total global population. They also care about sustainability and authenticity.

Related: Circana’s Larissa Jensen Decodes Gen X Shoppers

“As an ever-increasing number of Gen Zers make their way into the consumer class, this generation will play a critical role in the products manufacturers and retailers sell. In the next decade, per capita Gen Z spend will grow at a CAGR of 4.02 percent—at exactly twice the speed of previous generations,” states NIQ’s 2024 study, “Spend Z.” Gen Z’s spending power is expected to grow to $12T by 2030.

Gen Zers prefer to buy sustainable brands, and they will be willing to spend 10% more on sustainable products, NIQ reports. Products that are clean, have natural fragrances, are cruelty-free, and have multiple sustainability attributes that will appeal to Gen Z.

Beauty Industry Suppliers Offer Innovations

Clean formulations and sustainable packaging solutions are in demand, and there’s no shortage of options. Here’s a more in-depth look at just a few of the latest innovations from suppliers offering clean formulas, sustainable packaging—or both, as a turnkey solution for beauty brands.

Finding a supplier that offers a clean formula and an eco-friendly package, turnkey, can be an incredible asset. “Beauty brands looking to outpace the competition are utilizing our turnkey capabilities for clean formulas,” says Brady Bacchus, Marketing Manager of FusionPKG. “We use responsibly sourced ingredients and groundbreaking textures, offering multi-tasking hybrid products in innovative formats, trending finishes, and custom shades,” she says.

Many of FusionPKG’s full-service beauty solutions are aligned with the latest trends.  The company offers both clean formulas and sustainable packaging as a turnkey service, and has a “state-of-the-art” packaging lab. FusionPKG says it boasts an “insider understanding” of the relationship between the product and package suitability. “We can troubleshoot on an unrivaled level with our fully integrated team that includes chemists, product development, regulatory, and production specialists,” explains Bacchus.

APC Packaging also has extensive experience providing tailored solutions to meet a brand’s unique needs and goals.

At GPI Beauty, Gunn says, “The majority of brands we work with are looking for PCR options, and mono-material packaging continues to be high on their list of requirements. Requests for glass and aluminum are also growing.”

Gunn says glass is especially popular for skincare, while PCR options for tubes continue to be the go-to for hair and body care products. “Refillable packages with PCR for color cosmetics are also often requested,” she adds.

The ‘Clean’ Formulas That Are In Demand

FusionPKG’s Bacchus says, “We combine clean ingredients with groundbreaking textures to create products that are ultimately focused on performance. And we strive to help brands launch a formula perfectly aligned with their vision—packaging included.”

What types of clean formulas are most in demand? “Sheer, ultra-fluid suncare formulas are in high demand now,” says Bacchus. “Our trending tottles are perfect for these types of products—and come with many customization options,” she says. FusionPKG’s Max Out Tottle combines its trademarked “SimpliSqueeze” valve technology for an easy, mess-free user experience. “This slim profile is designed to increase retail shelf space to create inclusive opportunities for expanded shade ranges,” says Bacchus.

Color cosmetics, skincare, and complexion products are a few of FusionPKG’s specialties. “We offer the industry’s largest stock selection of sustainably-focused skincare and complexion packaging, including mono-material airless and atmospheric systems, certified recycle-ready pumps, and refillable bottles,” says FusionPKG’s Bacchus. “We also have extensive experience in complexion and color-matching for multi-shade programs. Our retailer-level clean skincare formulas are crafted in-house. A brand can combine these with either our ready-to-launch packaging or custom solutions.”

Related: Growing Clean Beauty From the Ground Up

IBG’s van Deursen says, “The clean beauty industry must emphasize ingredient transparency and sustainability.” Key product trends she sees include plant-based formulations and waterless products.

GPI Beauty’s Helwig, says, “Waterless formulas, talc-free formulas, and products made with more natural ingredients are being requested.”

What’s Trending Now in Sustainable Packaging?

There are a variety of in-demand materials, suppliers say. APC specializes in packaging made from all types of sustainable materials. “Advances in materials science and packaging technologies have made sustainable options more accessible and cost-effective, leading to long-term cost savings for beauty brands,” says Ponte.

APC receives many requests for PET and PP jars and bottles made with post-consumer recycled (PCR) materials. The company has a diverse range of refillable solutions for pumps and jars. “Our refillable packaging solutions made with PCR include components specifically designed for recyclability,” says Ponte.

“Brands are looking for ways to lightweight their packaging, and use less material to reduce their carbon footprint during shipping. Thinner walled sections, less components, and simplified designs are all being requested,” says HCP’s Morgan.

Cosmopak’s 2024/25 Ecoforward Collection, Waves of Beauty, is its latest development in sustainable packaging. “It introduces new materials and options in multiple categories—packaging, turnkey, and bags/accessories,” says Dwyer. A few of Cosmopak’s latest sustainable developments include its synthetic brush range, a turnkey mascara, a solid fragrance, and cosmetic bags.

Following its Ecoforward strategy, Cosmopak works with brands to deliver clean formulas and sustainable packaging—like its ‘Jello’ lip gloss in a tube. 

Gwenaelle Ogor, General Manager, IBG France, says the company is seeing significant advancements in sustainable packaging technologies. “Key developments include increased demand for mono-material solutions, and the removal of ABS plastics. To improve recyclability, we’re moving away from black-colored packaging, which is difficult to detect in recycling streams,” she says.

IBG offers sustainable packaging solutions aligned with the 5R principle—Reuse, Refill, Rethink, Recycled, and Recyclable, Ogor explains.

IBG Netherlands’ van Deursen says due to regulations and new sustainability targets, the company is inspired to develop creative solutions for brands. “Small changes can significantly enhance a package’s sustainability. For instance, removing certain finishes on boxes may not alter their visual appeal, but can greatly improve the recyclability of the paper,” she explains. “We anticipate a trend toward greater packaging reduction, with smaller or no boxes and fewer plastic sleeves or seals.”

Mono-Material Packaging

Mono-material packaging eliminates contamination in the recycling stream. HCP’s Morgan says the company’s packaging development programs are focused on mono-material constructions with easily recyclable materials to maximize the opportunity to recycle without the consumer needing to disassemble a package.

HCP’s Harmony Lipsticks are a mono-material design and can be produced in PET, PP, or aluminum. Its Ringo Refill Jar and Grafik Refill Eyeshadow compact are both mono-material PET. “These innovations were developed by our Design Futures team, with recycling in mind,” says Morgan.

‘Infinitely’ Recyclable Aluminum

Aluminum is one of the most widely recycled materials—and it’s infinitely recyclable. “There is an increased market demand for aluminum beauty packaging due to its sensory quality of being cool to the touch and its sleek, premium aesthetic,” says HCP’s Morgan.

Related: Aluminum Packaging for Cosmetics

HCP offers a wide range of aluminum packs that offer brands the opportunity to create “bespoke” finishes that don’t compromise recyclability or sustainability. HCP’s Harmony Luxe Trimline Lipstick features an innovative all-aluminum mono-material design. “This thoughtful design allows the lipstick packaging to enter single-stream recycling, without requiring disassembly at its end-of-life stage,” explains Morgan.

Alternative Materials

Beauty brands are becoming more interested in using alternative materials because it makes a great marketing story. Cosmopak offers a range of compacts made from pulp, as part of its latest Ecoforward collection.

Innovative Beauty Group (IBG) partnered with Oceanworks to offer brands packaging that incorporates recycled ocean-bound plastics. “We’re leveraging advanced resin technologies and rigorous testing to provide beauty brands with innovative, eco-conscious packaging that supports a circular economy and reduces environmental impact,” says Ogor.

IBG also offers other eco-friendly materials that include at least 30% PCR as standard. “Our focus includes minimizing material usage, improving recyclability through mono-material designs, and producing easily recyclable PET/HDPE options,” says Ogor.

HCP’s Morgan says its exclusive bio-based material EcoWood is a game-changer for sustainability. “EcoWood is a bio-based material that blends the functionality, aesthetics, and versatility we expect from traditional plastic with the eco-credentials today’s consumer demands. It is a renewable and fossil-free alternative to traditional materials—and it’s ready to recycle within the PP/PE recycling stream,” explains Morgan. HCP’s EcoWood is FDA-certified and created from natural by-products of cellulose processing from the paper industry.

Virospack’s new plant-based dropper-cap innovation uses the new trademarked “Forewood” material, produced in partnership with the German company, Rezemo. The innovation is certified by the sustainable forestry organization, PEFC. “It’s composed of a biodegradable bio-polymer, which is 100% compostable and plant-based. It uses 0% fossil resources, which reduces its CO2 footprint,” says Fiori Ferreira. “It replaces conventional plastic, is free of fossil substances, and has the same functionality and performance,” she explains.

“Forewood” combines wood fibers with bio-polymers, and has a natural look. Virospack offers in-house custom decoration for the cap and bulb. Virospack offers the cap as part of its dropper pack that includes a pipette made from 40% Tenite, a bio-based plastic.

Final Words of Advice

In the ultra-competitive beauty business, speed-to-market matters. “We provide clean formulas as a full-service turnkey option, delivered quickly, since they are developed by our in-house team,” says Cosmopak’s Dwyer, adding, “Niche brands are gaining an edge because they’re able to move faster than larger, established brands.” He advises, “I hope every beauty brand re-thinks their supply chain without letting cost get in the way of ecoforward design.”

On a final note, sustainable packaging has come a long way, APC’s Ponte points out, but adds, “we still have a long way to go, but at least we are all moving in the right direction.” 

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