The push toward sustainable packaging is no longer a trend—it’s a necessity, driven by both consumer demand (Gen Zs in particular) and regulatory frameworks like Extended Producer Responsibility policies. For premium beauty brands, this shift is both a challenge and a significant opportunity to lead, innovate, and capture new consumers like Gen Z.   

Gen Z is a significant force in the beauty industry, with estimates suggesting they contribute around 20% of the US beauty market. This is due to their high spending on beauty products and strong influence on industry trends, largely driven by their preference for brands aligned with their values like sustainability and social responsibility.

And Gen Z’s definition of premium is forcing the design industry to evolve what has been defined as premium. They value bold designs and unique shapes made in a more sustainable way. Minimalist, thoughtful packaging structural design and eco-friendly materials matter now more than ever. 

What can be most interesting is to redesign existing materials into new uses and shapes, and make what is old, new again. Take this new material (shown above) with origami folds that yield entirely new properties from cardboard, resulting in lightweight, durable, and visually appealing alternatives to conventional materials. 

Transitioning to sustainable packaging isn’t just about appeasing regulators; it’s about seizing this moment to create a competitive edge. The beauty industry faces a crossroads: reimagine “luxe” through a sustainable design lens or risk losing relevance in this rapidly shifting market. 

As the sustainable packaging movement accelerates, beauty brands can embrace this new wave, drive growth, build loyalty, and enhance their reputation as forward-thinking, value-driven entities in an increasingly eco-conscious world.

The design innovation required to create sustainable packaging, particularly in beauty,  is not simple; it takes time, resources, and imagination.   

About the Author 

Deb Adams is Chief Creative Officer of domo domo Marketing and a lifelong environmental activist. She advocates for sustainable packaging and leveraging design as a powerful tool to empower people and brands to positively impact our world.