More beauty brands are ditching plastic packaging — and consumers are buying in
Author: Korie Wilkins
In the US, the volume of plastic waste hit 44 million metric tons in 2019. Some beauty companies are ditching plastics in favor of aluminum, glass, or plant-based materials. Consumers are willing to pay a higher price for sustainable products. Single-use-plastic packaging, especially in the beauty industry, has long been under scrutiny. A 2022 report by Greenpeace indicated that most of the plastic items we're encouraged to wash and recycle actually end up in landfills. In the US alone, the volume of plastic waste reached 44 million metric tons in 2019, and only about 5% to 6% was recycled in 2021, Greenpeace found. That's where smaller beauty brands come in. These companies are on the cutting edge of the industry, making real changes to their products, and paying attention to what consumers want: an unboxing experience that aligns with their identities - sustainable packaging included. Denise Masi, the founder of MAED, a lifestyle website devoted to natural and alternative beauty and lifestyle content, said today's consumers are smar than ever about their purchases. "They want to know their purchase isn't contributing to a problem," she said. "If a brand is going to make a sustainability claim, they need to lay it out and explain where and how they are making a positive impact."