Beauty brands must prepare for a significant shift towards paper-based packaging, a trend moving from niche to mainstream by 2026. Nick Seston from Think Tank Creative highlights paper's cost-effectiveness, recyclability, and lower carbon footprint compared to plastic. Advancements in technology have made moulded paper pulp more accessible, expanding its use beyond luxury items to protective solutions. This move is driven by both consumer demand for sustainability and regulatory pressures.
Connected packaging, integrating QR codes and AI, will become crucial for compliance and consumer engagement. Jenny Stanley of Appetite Creative points out that 90% of a product's environmental impact is determined during design, yet only 2% of plastic packaging is recycled into new packaging. AI can optimise material selection by analysing environmental impact, recyclability, cost, and performance data. L'Oréal's AI system, which maps environmental footprints and suggests alternatives, exemplifies this data-driven approach. Upcoming regulations, like GS1 Sunrise requirements by 2027 and Digital Product Passports by 2030, will necessitate this digital integration for traceability and transparency.
The drive for personalised and subscription-based offerings continues to shape packaging. Seston anticipates a rise in modular systems and closed-loop options, where components are returned for reuse. Smart packaging linked to AI insights will help brands forecast consumer needs, reducing overproduction. Successful subscription brands will prioritise minimal, attractive, and reusable or compostable packaging, like reusable tins for skincare.
The refill model, while environmentally sound, requires reinvention for broader consumer acceptance. Stanley notes that unclear instructions and unappealing formats have hampered adoption. By 2026, brands will likely focus on passive refills integrated into subscriptions or automatic deliveries. In-store refill stations, paired with loyalty programs, could also emerge. Refills must offer a luxury and convenient experience, comparable to single-use products, with brands investing in clearer education and sleeker designs to ensure this model thrives beyond sustainability claims.
