Kate Forbes' Four Principles for Sustainable Beauty Packaging

Sustainability innovation insights from Kate Forbes, Head of Product Innovation at MECCA-Maginations

In a market as dynamic and competitive as the beauty and personal care industry, packaging is more than just a means to protect and deliver products—it's a powerful tool for communication and brand identity. 

As the trend towards sustainability and 'clean beauty' intensifies, beauty brands and personal care companies face the challenge of sustainable packaging design that balances environmental impact with functionality and aesthetics.

No one understands this better than Kate Forbes, a leader in Product Innovation and Sustainability, with over 20 years of experience at industry-leading brands such MECCA and Aesop. 

Kate shared the following principles and insights with us during our recent ‘The Art of Sustainability in Beauty Product Development webinar’ HERE, we also edited a highlights reel for you HERE.

Sustainability drives innovation

The beauty and personal care industry has significantly transformed over the last decade, with sustainability becoming an increasingly critical focus. Kate Forbes highlighted this shift, noting how packaging vendors and cosmetic manufacturers have moved from minimal sustainability offerings to making it a front-of-mind concern. 

Post-consumer recycled materials were scarcely available a decade ago, but today, they are the standard. This evolution reflects the broader industry recognition that sustainability is not just a trend but a necessary innovation that aligns with consumer demand and environmental responsibility.

Kate emphasised that packaging is more than just a vehicle for delivering products; it's a powerful communication tool that reflects a brand's principles and values. As the industry continues to evolve, beauty brands must adapt to these changes, not just in terms of aesthetics but also by incorporating sustainable materials and practices into their packaging strategies.

Make informed early design choices

One of the most critical points Kate raised during the webinar was the importance of early decision-making in packaging design. The choices made at the beginning of the product development process—such as selecting materials, determining the weight of those materials, and deciding on the packaging format—have long-lasting impacts. 

She pointed out that once a packaging design is set, it becomes challenging to change it without significant disruptions to the supply chain, testing processes, and consumer experience.

"So much of your sustainability impacts down the track are made with the decisions you make upfront,"- Kate Forbes, Head of Product Innovation at MECCA-Maginations, during our The Art of Sustainability in Beauty Product Development webinar. 

This insight underscores the need for brands to think strategically and sustainably from the outset. For example, the decision to use plastic, glass, or aluminium is not just about the material's immediate functionality but also its long-term environmental impact. 

Early decisions set the course for a product's sustainability profile, making it crucial for brands to prioritise these choices to ensure they align with broader environmental goals.

Balancing Functionality and Sustainability

Functionality and sustainability are often seen as competing priorities in packaging design, but Kate argues that they must be balanced to create a successful product. Packaging is not just about containing a product; it's about enhancing the consumer experience. 

The right dispensing mechanism, for instance, ensures that the consumer uses the correct amount of product, reducing waste and enhancing satisfaction.

However, she cautioned against overdesigning packaging, a common pitfall where brands add unnecessary elements to communicate their brand identity or marketing messages. Instead, she advocates for a more thoughtful approach, where the packaging serves its primary function efficiently while alo meeting sustainability criteria.

The challenge, then, is to design packaging that is both functional and sustainable. This means considering not only the materials used but also the packaging's overall lifecycle, from production to disposal. 

By focusing on this balance, brands can create packaging that supports both their environmental goals and their consumers' needs.

You can't control what you don't measure

In the complex world of packaging, data plays a crucial role in making informed decisions. Kate shared an example of how MECCA collaborated with Phantm to evaluate different packaging options for a product. 

The goal was to determine which packaging material—glass, plastic, or a recharge option—would be the most sustainable choice.

This process involved comparing various factors such as environmental impact, water usage, and shipping inputs. Kate reiterated that without data, these comparisons are often based on gut feelings rather than solid evidence. However, by leveraging data, brands can make more informed decisions that align with their sustainability goals.

“If you can't measure it you can't control it. How do you know that you're doing well?” Kate Forbes, Head of Product Innovation at MECCA-Maginations, during our The Art of Sustainability in Beauty Product Development webinar. 

Kate also highlighted the importance of setting measurable sustainability targets, such as the APCO (Australian Packaging Covenant Organisation) targets and using data to track progress. 

This approach ensures that every packaging update moves the brand closer to its environmental objectives rather than inadvertently taking a step backward.

Phantm's FREE Sustainable Packaging Checklist for Beauty Brands

To help navigate this complexity, our sustainable packaging experts have developed a comprehensive 'Sustainable Packaging Checklist for Beauty Brands' that will guide you through the key considerations for designing, assessing, and procuring sustainable packaging for your products. 

Here's a glimpse of what you'll discover:

1. Design Considerations: Learn how to choose the right materials, enhance recyclability, prioritise reusability, and minimise material usage without compromising style and function.
2. Environmental Impacts: Gain insights into measuring the environmental footprint of your packaging choices and set actionable pathways for continuous improvement.
3. Sustainable Procurement: Adopt best practices in sustainable procurement to future-proof your business, benchmark against industry standards, and build consumer trust.

Delivering beautiful and sustainable packaging is no longer a luxury for beauty brands; it's a necessity. Consumers demand it, and global packaging regulations exist and are rapidly increasing. 

Remember, your packaging decisions today can significantly impact your brand's future environmental impact. Download your  FREE 'Sustainable Packaging Checklist for Beauty Brands' HERE.

You can also watch the full Webinar conversation we had with Kate during our The Art of Sustainability in Beauty Product Development webinar HERE and a highlights reel HERE.