Sustainable packaging is no longer a “nice to have” in the beauty industry.  Responsible, sustainable packaging is considered the minimum for entry into the category. The definition of the responsibility that brands have toward their audience continues to evolve, and sustainable packaging is one of the key attributes today’s consumer is searching for.

When we asked FIT Cosmetics and Fragrance Marketing students what the future of innovative packaging looks like, three key themes evolved: radical transparency, a more thoughtful definition of inclusivity and a balance between sustainability and aesthetics.

1. Radical Transparency

Packaging that can demonstrate a true difference in impact to the environment while delivering strong storytelling was top of mind for FIT students. Some brands mentioned were Mob Beauty, which promises packaging that is 100% recyclable and compostable after use. Also mentioned was Tower 28, which not only streamlines their packaging to protect the environment, but passes on the resulting cost savings to consumers.

Students also called on companies to make it easier to access every drop of product available in a container—as recycling something with product left inside was viewed as wasteful and unacceptable in some areas.

2. A More Thoughtful Definition of Inclusivity

Creating a space in the beauty industry that considers those with dexterity challenges is important to students. Students said brands doing this right included Selena Gomez Rare Beauty which has designed easy-to-open packaging and companies creating makeup brushes that are easier to grip and maneuver.

3. Balance of Sustainability and Aesthetics

Much of the sustainable packaging on the market is perceived by students as ‘boring’ and ‘basic.’ A future vision would be to keep the art and elegance that has traditionally defined beauty packaging while focusing on sustainability. One idea mentioned was to create beautiful embossing on the product itself while keeping outer packaging minimal and sustainable.  One brand that is getting this right in the minds of students is KANKAN based out of UK, a brand that promises “no compromises with lush natural ingredients and endlessly recyclable packaging that looks great in your home, too”.

FIT Students Say UK’s Kankan Beauty Rates High for Innovative Packaging

The brand delivers the right balance of sustainability and aesthetics with zero waste body care in a can.

Kankan scored high with FIT Cosmetics and Fragrance Marketing students when asked what the future of innovative packaging looks like, based on their 3 tenets (see above).

The UK brand launched in 2019, as a pioneer in using cans as refills for personal care packaging. Now focused on more than just refill and reuse (while still intent on reducing consumption of single-use plastics), Kankan says it stands for “a new holistic approach to circularity and a waste-free future,” one with no compromise on the part of the consumer—with the can packaging still at its core. According to Kankan, “there are no other personal care options that offer a circular solution that asks nothing from the consumer.”

“Easily refillable, just peel, clip and twist. Pump it out and soak it up.”

The metal (tinplate) cans are infinitely recyclable and are easily recycled via curbside bins, according to Kankan, and the reusable pump is designed to last, as it is made from recycled and recyclable post-consumer waste.

Meaningful Formulations

Formulations for Kankan body care—body cleanser, hand wash and body cream, in several scents—also get high marks. According to the brand, “the lifecycle of a plant has been profiled for each scent, with each fragrance playing a key part of a larger story:  Modern fragrances straight from nature, made with 100% essential oils with real daily benefits support our spirit, our skin and our well-being.”

Kankan’s e-commerce and retail packaging is all FSC certified.