Sustainability has shifted from brand story to business imperative in the cosmetics sector. Mounting regulatory pressure, particularly under the EU Packaging and Packaging Waste Regulation, combined with rising consumer scrutiny, is accelerating change across materials, formats and machinery. Packaging, which accounts for a significant share of Scope 3 emissions in beauty supply chains, has become a focal point for innovation.
Across the value chain, manufacturers, material suppliers and equipment builders are translating environmental targets into commercially viable solutions – from high recycled content and refill systems to fibre-based formats and flexible filling lines.
Refill, reduce, repeat
Reducing carbon footprint remains a core objective for cosmetics brands. Greiner Packaging is among suppliers advancing refill concepts designed to cut virgin material use and improve recyclability.
Through its Design & Prototyping unit DesPro, Greiner has developed refill systems such as Trigger Refill, a refill bottle for multiple dosing with an integrated unit enabling millilitre-level precision dispensing. The aim is to extend pack life while ensuring accurate application.
Another concept, the Refill Funnel, is designed for soap, dishwashing liquid and shampoo concentrates. The funnel-shaped pack is placed onto an empty bottle; once the lower strip and top sealing film are removed, airflow allows the concentrate to empty completely before water is added via the funnel. The design minimises product waste and can be produced using up to 100 per cent rPET.
Tubes deliver function and fragrance
According to the European tube manufacturers association Etma, tubes account for around 50 per cent of European cosmetics packaging production. Their popularity stems from hygienic protection, precise dosing and compatibility with applicators and dispensing systems.
Recent developments highlight how functional value is being added to established formats. A plastic laminate tube from an Italian manufacturer features a lacquer containing scented microcapsules that release a rose fragrance when rubbed, enhancing the sensory experience.
Meanwhile, PackSys and the Tubex Group have jointly developed an aluminium tube with a screw-on brush applicator. Designed for precise application of liquid formulations to skin or nails, the aluminium structure offers strong barrier protection against oxygen ingress, extending shelf life for sensitive products.
Fibre gains ground
As brands tackle Scope 3 emissions, fibre-based primary packaging is gaining traction. The “Pulp in Action” consortium – bringing together 50 players from the cosmetics industry – is advancing paper-based alternatives for primary packs.
Prototypes presented recently include waterproof paper shower gel tubes, refill bags and portion sachets with high paper content. Bio-based coatings are used to provide moisture and grease barriers.
Sustainable materials are also moving into premium segments. A US packaging manufacturer has developed a patented refill jar made from moulded cellulose for Guerlain’s “Orchidée Impériale” skincare line, signalling growing acceptance of fibre-based solutions even in luxury beauty.
Flexible lines for diverse formats
As packaging formats diversify, filling and packaging equipment must keep pace. Machine suppliers are responding with flexible systems capable of handling multiple viscosities, pack sizes and closure types.
Marchesini Group offers complete packaging lines including the AXO 1000 automatic tube filling machine and the JAM 42 monoblock. The JAM 42 fills viscous, liquid and foaming products – from nail varnish and perfume to creams and cleaning agents – and can process a wide range of cap types across plastic and glass bottles.
A case study from Schubert illustrates how automation is being applied in practice. For natural cosmetics brand Annemarie Börlind, Schubert commissioned a compact TLM Power Compact filling line equipped with cobots. The system processes both glass and plastic containers across multiple formats and integrates hygienic design and CIP cleaning to meet efficiency and sustainability requirements.
Decoration with lower impact
Decorative finishes, traditionally associated with material intensity, are also being re-engineered. All4Labels and Actega are deploying Actega’s Ecoleaf technology with Starshine on-demand metallisation. Metallic effects can be achieved without PET carrier films, reducing plastic use and cutting CO₂ emissions by up to 80 per cent while expanding creative design options.
Aluminium is also being leveraged for circular solutions. Swedish company Meadow has developed a capsule technology that converts an aluminium can into a pre-fill cartridge for soaps and shampoos, designed to slot into reusable dispensers and utilise existing aluminium recycling streams.
Brand owners are reinforcing the shift. Beiersdorf has launched its iconic Nivea Creme in a version made from 95 per cent recycled aluminium, paired with a vegan formulation in its “Natural Touch” variant.
Measuring impact
Transparency tools are also evolving. The EcoBeautyScore initiative is establishing a Europe-wide environmental assessment system covering the full product life cycle. Packaging is central to the methodology, reflecting its contribution to Scope 3 emissions.
The system currently covers shampoo, conditioner, shower gel and facial care, with global expansion planned. According to Jean-Baptiste Massignon, managing director of the EcoBeautyScore Association, the framework enables brands to communicate environmental performance in a scientifically consistent way.
As the cosmetics industry prepares for interpack in May, the direction of travel is clear. Sustainability is no longer confined to material substitution; it encompasses refillability, recycled content, fibre innovation, low-impact decoration, equipment flexibility and life cycle transparency. For beauty brands, packaging is fast becoming a decisive success factor in meeting both regulatory requirements and consumer expectations.
