Every second, an average of 3,400 plastic bottles enter the ocean.

These plastic bottles have not been completely decomposed. They become microplastics after experiencing a “circling”, enter the stomachs of birds, fish and many animals, and then enter the terrestrial food chain. In the end, these plastics thrown into the sea will be eaten back bit by bite by us, and become unknowingly microplastic pollution…

Among these 3,400 plastic bottles, there may be cosmetic bottles and jars that you just discarded.

Because of this, more and more beauty companies are calling for natural raw materials to replace plastics for the production of cosmetic containers. Such as biodegradable paper packaging.

L’Oreal and Procter & Gamble both use cardboard tube boxes for their cosmetics

According to Luxe.Co news, the French beauty giant L’Oréal and the beauty product packaging supplier – Albéa has developed a paper cosmetic tube packaging. A sunscreen product of La Roche-Posay, a cosmeceutical brand under L’Oréal will choose this packaging for the first time.

This paper tube packaging of La Roche-Posay uses raw material sheets. It’s developed in cooperation with strategic suppliers while improving tube production. The relevant person in charge of the beauty product packaging supplier Albéa Southern District said that.

Compared with ordinary cosmetic packaging, the plastic content of this paper packaging is reduced by 45%. “In the future, more brands of products under the group will apply paper cosmetics tube packaging”. A spokesperson for the L’Oréal Group said that.

round paperboard containers for cosmetics

Coincidentally, the US FMCG giant Procter & Gamble also announced recently that it will use the first full paper tube packaging.

The cardboard tube boxes are made of 90% recycled paper. P&G put this design into the use of deodorant brands Old Spice and Secret. If consumers like the design, P&G will further promote it to other products.

Emerging cosmetics brands have also adopted paperboard cosmetic packaging

Since its inception, the New Zealand brand Ethique Beauty use recyclable paper solid packaging for various products. From cleansers, moisturizers to exfoliating products, hair care masks, shampoos, conditioners, etc.

Previously, a personal makeup brand Najiko NONO NOTES, most of the current 19 products of the brand use paper packaging box.

round paper tube packaging

Najiko told Major Custom that its products use pure paper plate design for eye shadow and blush. And use biodegradable oil paper to wrap the lip glaze. Najiko hopes to use paper packaging materials and other environmentally friendly materials to create ideas Mix and match to interpret the brand style. Giving the product an “environmentally friendly” personality.

Also, Najiko presents an anthropomorphic illustration theme on its paper packaging box. Many new brands also choose paper packaging boxes as eye shadow tray containers to show more personalized creative expressions. For example, the mahjong makeup series six-color eyeshadow palette launched by the makeup brand Mengwei moonway. As well as the fruit eyeshadow palette and holiday palette of the new developing domestic product Ju Duo.

However, at this stage, there are still a few brands on the market that directly use paper to make skincare or cosmetic product packaging (cosmetic containers). So, is it possible for paper packaging box to replace today’s plastic packaging box in the future and become a more common material in the beauty industry?

Advantages of paper packaging box as cosmetic beauty packaging

First, paper packaging boxes may provide innovative packaging solutions for beauty brands.

The world’s second-largest market consulting firm expects the global cosmetics packaging market to grow from US$49.4 billion (approximately RMB 345.51 billion) in 2020 to US$60.9 billion (approximately RMB) in 2025. 425.94 billion yuan), with a compound annual growth rate (CAGR) of 4.03%.

The report pointed out that the demand for innovation, high quality and unique packaging design will be a key factor in the continued growth of the cosmetic packaging market in the next few years.

At present, in the beauty market, some products tend to be similar in packaging design. From this, imagine that brands may be able to explore more diversified ways to innovate the appearance of beauty products through changes in materials. Choosing paper packaging may be a good way to attract consumers’ eyes.

In addition, the promotion of paper packaging is largely in line with the current trend of green environmental protection. Its excellent degradability is more in line with buyers’ imagination of “natural and harmless” products.

Of course, this kind of interpretation is more based on the necessity of the implementation of paper packaging boxes. In terms of application, what is the market space for cosmetic paper packaging boxes?

eyelash paperboard plate

Regarding this issue, Najiko, a cutting-edge cosmetics brand, said that they has exploring new uses of paper packaging materials. Najiko believes that the imagination space left by paper packaging materials for process design is increasing. It is waterproof and dirt-resistant, reduces wear and tear, and has a certain texture. It has a certain degree of color and artistic pattern presentation.

The shortcomings of paper packaging boxes as beauty product packaging

Albéa said that its “paper tubular packaging” has innovations in materials and production processes, but there are currently restrictions on raw materials and machine capacity. For many beauty products, paper materials are difficult to achieve through the existing injection and blow molding processes. It will not become mainstream in the cosmetics field in a short time. In addition, the price of biodegradable materials including paper is still high. For brands and consumers, paper materials also have certain limitations in highlighting the high-end image of products.

The founder of Xinchuang Supply Chain, Mr. Zheng, told Major Custom that most skin care products currently cannot directly fill with paper packaging boxes as containers. On the one hand, there are limitations in the appearance and structure of paper packaging. Such as transparency and real metal. On the other hand, if the paper box packaging has not compounded with the plastic film, it is easy to deform when gently squeezed.

Mr. Liu, the head of Estee Lauder Packaging in Guangzhou, Guangdong, also pointed out that they have tried paper packaging boxes for beauty packaging in the industry. But it has not yet become mainstream due to the content characteristics of beauty makeup, price costs, and market demand channels.

“For makeup products, because makeup containers have strong appearance changes (such as CL carrot lipstick), the paper cardboard packaging has relatively limitations on it. It usually only simple shapes such as circles and squares can be made.” Mr. Liu talked.

From the above discussion, it is not difficult to find that if paper packaging materials can make a better solution in terms of cost and usability in the future, it will become a more compelling choice. Paper packaging is likely to become another choice for brands in the future, achieving true normalization and marketization.

Application prospects of paper packaging of beauty products in brand cosmetics
Article Name
Application prospects of paper packaging of beauty products in brand cosmetics
Paper packaging is natural and environmentally friendly. Brand cosmetics giants L'Oreal and Procter & Gamble have begun to replace plastic tubes with paper tubes. Is it possible for paper cosmetic packaging to become the main packaging material for cosmetics?
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Major Custom Industry Co.ltd
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