After reviewing feedback from 866 customer surveys and analyzing product return data, Canadian indie beauty brand Saltyface has introduced a packaging redesign to improve performance, minimize waste, and align with practical sustainability goals.
CosmeticsDesign spoke to Taylor Stuart, director of business development at Saltyface, for greater insight into why and how the brand leveraged consumer feedback to implement the changes.
Customer feedback reveals functionality gaps in sustainable packaging
According to Saltyface, recurring packaging durability issues were central to customer dissatisfaction and return rates, particularly with the brand’s previous glass formats. “Functionality is non-negotiable...if packaging doesn’t work, sustainability doesn’t either, because the product is wasted,” said Stuart.
The company’s consumer survey results showed that while customers value eco-friendly packaging, they’re not willing to trade performance for sustainability claims. “We heard loud and clear that customers wanted packaging they didn’t have to worry about—something that would travel well, hold up in the bathroom, and still be recyclable,” Stuart said.
Material changes reflect durability and recyclability priorities
In response, Saltyface shifted several key products into more robust, recyclable formats. For example, the brand’s Tanning Foam moved from a glass bottle to post-consumer recycled (PCR) mono-material plastic designed to prevent leaks and withstand wear during shipping and daily use.
Freckle Paint now also uses PCR packaging, while the Tanning Water remains in glass, but with a sturdier bottle and a misting top included in the box to eliminate the need for a separate accessory.
“We needed to find a material that wouldn’t break or leak, was compatible with our formulas, and could be easily recycled,” Stuart said. “That wasn’t always straightforward.”
Each format was tested extensively to ensure durability and maintain formula integrity. The mono-material construction also simplifies end-of-life handling for customers by avoiding mixed plastics and components.
Operational benefits tied to lighter, more resilient formats
While the redesign was guided by consumer experience, Saltyface expects broader operational advantages. The switch from glass to lighter materials has helped reduce transport weight, with implications for emissions and shipping efficiency.
Stuart said internal testing confirmed that the new formats led to fewer damages and return shipments, which further cuts down on waste. “It was important to us that we didn’t rush this process,” she said. “We tested everything to make sure the quality was there.”
The company has also paused its refill program while it transitions from virgin to recycled aluminum. “We made the choice to pause while we transition away from virgin aluminum and secure a recycled aluminum option,” Stuart said. “That’s been a sourcing challenge, but we’d rather take the time to get it right than rush with a compromise.”
Commitment to transparency over sustainability claims
To avoid contributing to greenwashing fatigue, Saltyface plans to be specific and transparent in communicating what has changed, why, and what remains a work in progress. “Sustainability isn’t a buzzword—it’s about showing the specific steps we’ve taken and being open about the challenges along the way,” Stuart said.
Future communications will include recyclability mapping and data on the materials behind the choices, as well as ongoing updates as the brand continues to evaluate packaging performance post-launch.
A model for feedback-driven packaging design
While these changes apply to Saltyface’s own portfolio, the company views this process as relevant for the wider beauty industry. “The clearest takeaway from our survey and customer insights was that function comes first,” Stuart said. “We believe in this approach—listening directly to our customers and balancing functionality with environmental impact.”
The new packaging is currently rolling out across Tanning Foam, Tanning Water, and Freckle Paint SKUs, with additional updates expected as recycled refill formats come online.
