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Rising Demand of sustainable packaging design in beauty

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Sustainable packaging design: The secret to boosting your beauty brand

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In today’s beauty landscape, sustainability is no longer a trend but a necessity. Sustainability has become the new luxury, and according to a global sustainability study, more than one third of consumers are willing to pay a premium for products that are eco-friendly and socially responsible.1

Furthermore, sustainable packaging is essential for brands to remain competitive and relevant in today's market. A survey conducted by Trivium Packaging found that 74% of consumers believe brands should prioritize sustainability in their packaging design.2

According to data from Accenture, 83% of consumers believe that it's important, or even extremely important, for companies to design products that are intended to be reused or recycled.3​ This underlines the growing importance of sustainability in the eyes of beauty consumers, who are increasingly seeking eco-friendly products and packaging.

Moreover, regulatory bodies in the United States are pushing for sustainable packaging. The Sustainable Packaging Coalition (SPC) is focused on creating a more sustainable packaging industry and has developed several resources and tools to help companies improve their sustainability practices.4​ As a member of SPC, Meiyume works alongside companies across the supply chain to develop and implement sustainable packaging solutions.

Against this backdrop, sustainability has become an integral component of brand value proposition within the beauty market. As a result, companies that prioritize sustainability in their design and production processes are likely to be more attractive to consumers, while also reducing their environmental impact.

The approach to sustainable packaging

To achieve sustainability, beauty brands need to incorporate this value throughout their business operation. At Meiyume, sustainability is prioritized in its packaging design strategy by understanding that packaging is a critical touchpoint for consumers. The company’s approach to sustainability begins at the design stage, utilizing tools to estimate environmental impacts before production and guides and informs product design decisions.

However, the analysis does not stop after production; Meiyume also employs Life Cycle Assessment tools to evaluate the environmental impact of mass-produced products, obtaining actionable insights for reducing their environmental footprint in the future. Sustainability is a significant aspect of Meiyume's Corporate Social Responsibility (CSR) roadmap, and their goal is to minimize or avoid environmental impact through sustainable materials exploration and design.

By being the first touchpoint for consumers, packaging serves as a physical representation of a brand's values. By adopting the right sustainable packaging solutions, brands can improve their brand image, thereby attracting new customers and increasing customer loyalty.

How brands can go green successfully

An experimental approach is vital in achieving sustainable packaging. Meiyume's bespoke and custom stock packaging lines balance virtuous resins, aluminium, paper and glass for packaging. The strategy is subject to important drivers such as quantified environmental impact reduction, regulatory change and increased traceability.

As the beauty industry continues to prioritize sustainability, brands must adapt to meet consumer demand for eco-friendly products. Meiyume has been leading the way in customisable ​sustainable packaging design and experimentation, focusing on four key pillars: recycled; biobased materials; refill / reuse; and recyclability.

Refill / reuse

Meiyume has recently launched its Smart Refill Jars, which are designed to provide a premium experience for consumers in the refill/reuse category.5​ These jars have been developed with extensive user testing, improving the product refill experience. This innovation is entirely crafted from recyclable resins, which includes PCR, PP, PET and chemical recycled materials.

The Smart Refill Jars also have a patented user-friendly refill system, making them both convenient and sustainable. The system guarantees a hassle-free experience with a simple push to release the pod. Environmental assessments demonstrate that after three refill usages, the impact reduction is remarkable, reducing CO2 emissions by 64%, fossil energy use by 62% and water consumption by 65%.

Multimedia 1 - smart refill jars image

Recycled and bio-based materials

Meiyume offers a range of sustainable primary packaging solutions that utilise biobased and recycled materials. The team can propose jars and other packaging options made from chemically recycled and bio-based materials, including Eastman crystal renew. Meiyume is proud to have MYM ISCC PLUS certification which allows the use of ISCC-certified biobased and chemically recycled materials in their packaging options.6​ This not only helps reduce waste and conserve resources, but also contributes to a circular economy.

In addition to custom packaging solutions, Meiyume curates a core line of sustainable packaging options every season. Their latest release, Wonderland, showcases small format packaging made with PCR and biobased materials. The Wonderland collection is a fun and creative line that allows users to explore personal expression while making a positive impact on the planet. Meiyume is committed to empowering beauty brands with enhanced sustainable packaging solutions that align with their sustainability goals. With ISCC PLUS materials, Meiyume can provide eco-friendly and circular packaging options that are both beautiful and functional.

Multimedia 2 - Wonderland range
Multimedia 3 - ISCC range


Meiyume has recently launched its Recyclable Aluminium Lipstick, crafted with more than 95% aluminum. The lipstick pays homage to beauty heritage with a sustainable twist.7​ Its recyclability opens up a new era in the category, closing the loop and spearheading the circular economy. Meiyume's growing range in aluminium packaging, including jars and palettes, and efforts to propose impact reduction solutions for metal packaging are worth exploring.

Multimedia 4 - Alu lipstick

The sustainable solution

Sustainable packaging is not a one-size-fits-all solution. Beauty brands need the right tools to navigate the various options. Innovation in sustainable packaging design provides beauty brands with numerous benefits, including a positive impact on the environment, compliance with regulatory requirements, increased traceability, and improved consumer experience.

With over 20 years of experience in providing tailored packaging solutions, Meiyume’s in-house team champions sustainable packaging solutions that recognize the importance of collaboration and knowledge sharing to achieve sustainable packaging goals.

Meiyume is a beauty supplier and innovator in bespoke solutions, covering turnkey manufacturing, formulations, sustainable packaging, retail solutions, data trend engine, and gift with purchase.8

Contact Meiyume at to learn more about how their sustainable beauty innovations can enhance your beauty brand.


1. Recent Study Reveals More Than a Third of Global Consumers Are Willing to Pay More for Sustainability as Demand Grows for Environmentally-Friendly Alternatives​. Business Wire (October 2021).
2.​ New Report Finds Overwhelming Majority of Global Consumers Are Willing to Pay More for Sustainable Packaging​. Trivium Communications (April 2020).
3.​ More than Half of Consumers Would Pay More for Sustainable Products Designed to Be Reused or Recycled, Accenture Survey Finds​. Accenture (June 2019). 
4. Sustainable Packaging Coalition​.
5.​ Smart Refill 50ml​.
6​. ISCC Plus Certificate​.
7​. Infinity Recyclable Lipstick Pok Cup​. 
8​. Gift With Purchase Promotions​. 

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