Design with the ‘Ends’ in Mind 

Sustainable beauty packaging is no longer a niche initiative—it’s a brand imperative. But achieving it requires more than just material swaps or compostable claims. It calls for designing with the ‘ends’ (plural) in mind: both the end user (consumers) and the physical end-of-life of the packaging itself.   

Designing with the ‘ends’ in mind—emotionally, practically, and environmentally—is how the next generation of beauty brands will stand out, stand up, and stand apart. A more traditional innovation process starts with packaging engineering tasked with creating a sustainable package focused on form, function, materials, and manufacturing, and less on brand aesthetic.  

To create memorable, sustainable packaging, a holistic, human-centered design approach is needed —one that brings together branding, engineering, manufacturing, compliance, and procurement from the start. And at the center of it all? The human experience.  

And what happens after the product is used? Is the packaging easy to recycle, refill, or compost? Is the disposal path intuitive and clearly communicated? Consumers should be at the center—keeping in mind how they feel, use, and dispose of packaging with pride and purpose.  

Packaging isn’t just a container with a function—it’s an invitation. It should spark curiosity and leave a lasting impression. Using human-centered design principles, the focus goes beyond form, function, and materials to the experience. How does a pack feel when it opens? What does it sound like? How does it perform in human hands? This is the path to creating emotional resonance—when design invites a deeper, multi-sensory interaction that consumers will remember—and will instill brand loyalty. 

The future of beauty packaging lies in designing with intention—from first glance to final touchpoint. It must feel and look good, work well—and do better for the planet.

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

About the Author 

Deb Adams is the Founder of domo.design, a packaging innovation expert, and a lifelong environmental activist. https://www.linkedin.com/in/debadams/. 

Photo: Fotograf/Adobe Stock (Generated with AI)