Sustainable packaging in the beauty industry is as much about innovation as it is about choice. The future is here, the resources are here and all we are waiting for is the brands that will pave the way to sustainable packaging.
There are many different aspects to the sustainable packaging design, and all steps made toward achieving a lesser footprint on the environment are steps taken in the right direction.
Today we will take a look at Lush and their initiative to Reduce, Reuse and Recycle. And yes, they do come in this order, it’s not only because it sounds good. Reducing should always come first, followed by Reusing and as a last resort is Recycling.
The modern cosmetics user cares more and more about the packaging their favourite products come in. Can it be refilled again? Is it fully recyclable?
Lush has a good answer to many of those questions.
Lush is addressing the sustainability matters on many different levels not only in packaging but their ingredient lists, means of production and branding. But today we will look only at the packaging, or in the case, lack of packaging.
Lush is tackling the issue at its core, their mission is to eliminate packaging at an early stage and develop products that do not need one. The brand uses minimal packaging in the shops and gives the choice to the customer to go completely “naked”. More than half of their products can be taken home without any packaging, saving more than 6 million plastic bottles globally from selling shampoo bars alone.
And this is where Lush is taking the first and most important step to sustainable packaging Reduce.
When products do require packaging, the brand prefers to use recycled materials, and the claim is that 90% of their packaging weight is from recycled materials. The brand is urging it’s customer base to recycle their Lush packaging in the stores, celebrating their choice by giving a free face mask.
Lush as a brand is very committed to creating a better future and put their money where their mouth is. The brand reports that in 2018 it’s customers have saved over 1.8 million bottles by choosing their packaging free alternatives.