The landscape of sustainable beauty packaging is transforming at an unprecedented pace. The challenge for beauty brands, packaging designers, and engineers is clear: How do we create a sustainable package that enhances the beauty experience, protects the product, and actively benefits the environment—all without sacrificing luxury or performance?  Consider a different design approach—humans first, materials second.

Human-Centered Design: The Missing Piece in Sustainable Packaging

Today, sustainable packaging is not just about material and substrates; it needs to also consider how people (humans) interact and experience the package – or the user experience (UX). Using Human-centered design (HCD) principles in the design process can broaden our design approach from focusing solely on form and function to ensuring that packaging structure and materials are intuitive, functional, and emotionally resonant.  

HCD principles ensure that packaging is not only eco-friendly but also intuitive and desirable for consumers. Key considerations include:

• Sensory Experience: Texture, weight, and even how the packaging ‘sounds’ impact consumer perception of luxury and sustainability. Textures derived from biomaterials (such as mycelium-based finishes or silk-protein coatings) mimic the tactile appeal of traditional luxury while being compostable.
• Empathy: A thoughtful design approach that shows a brand employs authentic effort to understanding consumer needs for convenience, ease of use, and sustainability.
• Aesthetics: Incorporate design trends that add relevancy and appeal to Gen Z consumers.
• Ergonomics & Accessibility: Packaging designed for one-handed use, tactile markers for visually impaired users, and magnetic closures that eliminate complex plastic hinges redefine accessibility. Easy-to-open and user-friendly designs enhance consumer experience while reducing waste from frustration-based disposal.
• Trust Through Transparency: Smart packaging, embedded with NFC or QR codes, allows consumers to trace material origins, lifecycle impact, and disposal instructions in real time. Clear communication about material origins, recyclability, and disposal methods directly on the package builds trust and satisfies consumers’ desire for transparency. 

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 Chief Creative Officer of 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.  https://www.linkedin.com/in/debadams/.