Antiperspirant or deodorant? Lipstick or lip gloss? Consumers make dozens of personal care choices every week. Unfortunately, most of their decisions end up in landfills or waterways.

According to the Natural History Museum, 95% of personal care packaging is discarded, contributing to as much as 12.7 million tons of plastic that enter the ocean annually. Cosmetics are one of the culprits. Makeup is not typically accepted in most curbside recycling programs given its size and layers of unrecyclable materials. In fact, 120 billion cosmetic packages are created annually, and a mere fraction will get recycled, according to Pact Collective. The nonprofit collective is committed to reducing beauty packaging waste and find circular solutions for the industry.  It’s a big task. The global cosmetics packaging market is growing nearly 5% a year and will reach $61.9 billion in 2030, according to MarketsAndResearch.com.

With growing environmental awareness among consumers, suppliers and manufacturers, analysts say the market is shifting toward sustainable solutions, such as recyclable, refillable and biodegradable materials. As the beauty industry continues to expand globally – driven by consumer demand for high-quality and diverse cosmetic products – the cosmetics packaging market remains a dynamic and evolving sector.

“In 2025, we’re seeing a continued shift toward packaging that combines luxury aesthetics with sustainability,” said Rob DiPalm, VP-packaging, The Estée Lauder Companies (ELC). “Consumers seek design that are both elegant and align with their environmental values. At The Estée Lauder Companies, we strive to embed both priorities into the packaging development process from the outset.”

ELC’s collaboration with Balmain Beauty is one example. Together, they merged elegant design with sustainable attributes. 

“Balmain’s approach to packaging sustainability includes integrating refills for their fragrances, which supports a connection to the packaging as an object of art and a modern take on the brand’s legacy,” said DiPalma. “This approach not only enhances consumer experience, but also significantly reduces waste.”

According to DiPalma, ELC reduces glass usage by 35% and plastic usage by 57% when consumers purchase a refillable luxe fragrance bottle and one refill. Balmain is certified by Positive Luxury, sustainability experts for the global luxury industry that help businesses meet higher standards for people and nature.

A PACKAGING REDUCTION ROADMAP 

ELC’s introduced its Packaging Sustainability Guidelines during Covid. They provide a clear roadmap for reducing various packaging materials, designing for reuse and increasing recycled content. ELC’s decisions are shaped by the development of specific tools like a greenhouse gas assessment calculator, internal design-for-recyclability assessment tool in addition to conducting third party-reviewed lifecycle assessments. 

“We recognize that one size doesn’t fit all and collaborate closely with each brand to tailor packaging solutions aligned with their unique identities and consumer expectations,” said DiPalma. 

To advance its luxury and sustainability design approach and help drive the relaunch of its Revitalizing Supreme+ Moisturizer Youth Power Crème, Estée Lauder rethought glass packaging. The anti-aging hero product now offers a refillable pod to help minimize packaging weight 90%. 

“At ELC, we believe that beauty and sustainability can – and should – go hand in hand,” noted DiPalma. “Our goal is to elevate the consumer experience while prioritizing quality, sustainability and safety across our portfolio of prestige beauty brands. We consider sustainability principles throughout the product lifecycle—from initial design and sourcing to use and end-of-life—to create thoughtful innovations that support both our consumers’ needs and our sustainability priorities.”

He continued, “At the heart of our strategy is the consumer. We want to make it easier for people to participate in our efforts, whether that’s through access to recycling programs or refillable packaging options where available. By the end of fiscal 2024, nine of our brands offered at least one reusable packaging component for select products.”

For example, Le Labo customers can refill their eau de parfum glass bottles, 50ml and larger, online or at select labs worldwide. What’s more, the personalized labels and elegant glass packaging encourages consumers to cherish their refillable bottles. 

ELC continues to embed sustainability throughout the business—from design to how they work with suppliers and manage materials across operations. For packaging, ELC follows its internal plastic guidelines aimed at minimizing virgin petroleum plastic and reducing nonrecyclable plastic across its packaging, products and retail spaces. Its data-driven approach is critical to improving the overall packaging specification systems with new capabilities that track the materials suppliers use for inbound transit packaging. 

“That added visibility is helping us pinpoint opportunities to reduce excess materials, increase recyclability and improve overall sustainability,” said DiPalma.

On the operational side, ELC implemented pilot projects at its manufacturing sites to reduce waste. One example is its partnership with local suppliers to reuse and return component trays. At the brand level, the company-built flexibility into the consumer experience. 

“Certain brands offer the choice of opting out of gift boxes, which helps reduce excess packaging while maintaining a luxurious experience,” noted DiPalma.

ELC prides itself on its participation in broader industry-wide efforts. Two of which are the Sustainable Packaging Initiative for Cosmetics and the Business Coalition for a Global Plastics Treaty. Both help drive progress toward a more circular future for beauty packaging. 

“When it comes to working with suppliers, we see them as key partners in advancing sustainability and helping to reduce our Scope 3 emissions,” said DiPalma. “We continue to support their climate action efforts by providing access to education and resources to calculate and disclose emissions, set reduction targets and implement abatement strategies.”

ELC also collects data through industry-standard platforms and provides resources and training to build the capabilities they need to move forward. In-store takeback programs remain a critical component of ELC’s sustainability efforts. Several company brands adopted these programs last year. Back-to-MAC, for example, is one of the company’s most recognized programs. 

“It’s not only helped build awareness around packaging recovery but inspired other brands in our portfolio to create their own recovery platforms,” said DiPalma. “In recent years, we’ve seen meaningful expansion across Aveda, Bobbi Brown, Clinique and Deciem in select global markets, adapting to local infrastructure and consumer behavior.”

Cognizant of the impact of collaboration outside the company, ELC partnered with Strategic Materials, which yielded a multi-year study focused on improving the recyclability of cosmetic glass packaging. 

“Together, we identified key criteria that can help the industry design glass that yields more high-quality recycled material – or cullet,” said DiPalma. “This work is helping to increase glass recyclability rates around the world.”

‘SMALL CHANGES, BIG IMPACT’ 

Coty is also creating packaging that is as sustainable as it is desirable.  The company is focused on lightweighting its bottles, expanding its refill offering and improving recyclability – all while boosting recycled content. For the company, small changes make a big impact while helping to modernize iconic products. For example, its Max Factor Facefinity Compact Foundation is refillable. The move resulted in a 17% reduction in packaging weight. The company also relaunched Boss The Scent fragrance in a refillable bottle featuring 17% less glass. 

Because circularity is key, Coty joined the Ellen MacArthur Foundation last year. The network is at the forefront of the circular economy transition, including major industry
campaigns for plastics, fashion, food and finance. 

“To elevate circular approaches, partnerships with retailers and the industry will be essential so that we educate consumers and drive adoption in-store,” said Dr. Shimei Fan PhD, Coty’s chief scientific officer. 

Coty’s newest and most ambitious project to date, Infiniment Coty Paris, presents a fresh approach to circularity. The collection features refillable bottles that are designed to be refilled or artcycled (upcycled into works of art). The outer case is made from plant fiber. In April, Coty Inc. announced improvements in its Environmental, Social and Governance (ESG) ratings from both MSCI and Sustainalytics.

Officials said the achievement underscores Coty’s dedication to advancing sustainability across all aspects of its business. Coty’s MSCI ESG Rating has been upgraded from BB to A. This improvement reflects enhanced performance across several key ESG areas, including packaging material and waste; raw material sourcing; chemical safety; and corporate governance. 

Coty’s MSCI Carbon Footprint score remains at the maximum level, which officials say demonstrate the company’s ongoing commitment to minimizing its environmental impact. Coty improved its Sustainalytics ESG Risk Rating, moving from 23.9 (medium risk) to 18.1 (low risk). This progress places Coty as among the leaders amid global beauty companies and third out of 104 in household products companies as rated by Sustainalytics. The company’s Sustainalytics improvement is attributed to advancements in seven key areas: environmental and social impact of products and services; land use and biodiversity; water use; human capital; product governance; data privacy and security; and corporate governance.

The improvements follow Coty’s strong progress in the 2024 CDP Climate Change disclosure, with the company scoring A-, an increase from B in 2023. Coty’s FY24 Sustainability Report highlighted key achievements including surpassing 2030 Scope 1 and 2 emissions targets with an 82% reduction since 2019, cutting air freight emissions by 65%, and using 100% renewable electricity in its owned factories and distribution centers.

“Coty’s improved ESG ratings across CDP, MSCI and Sustainalytics are in recognition of our strong and steady progress toward becoming a beauty leader in sustainability,” said Fan. “We’re proud that our actions are being recognized by leading independent organizations, helping build trust with customers, investors and partners.” 

Fan said sustainability is Coty’s “ultimate driver of innovation.” 

Emissions reduction to achieve its science-based targets is a top priority for the company, she said. Coty surpassed its 2030 Scope 1 and 2 emissions targets, achieving an 82% reduction since 2019. Packaging is another core focus. Coty exceeded its target for packaging reduction in 2024, achieving a 26% reduction versus its 2019 baseline, compared to its 20% target. Coty recycles 85% of factory and distribution center waste, surpassing its 80% goal. The company also sent zero waste to landfill from these sites in its last fiscal year. 

“We have set clear and ambitious packaging goals for the next decade including using 30% post-consumer recycled (PCR) materials, cutting the virgin plastic by 60%, and using certified fiber-based materials,” said Fan. “We will continue to advance circular solutions as well as new and more sustainable packaging solutions. We are actively building collaborations with suppliers, start-ups and academics.”

SAIE BEAUTY’S CLIMATE PLEDGE 

Saie Beauty Founder Laney Crowell says the brand is committed to fighting climate change. The brand was reportedly the first beauty brand to sign The Climate Pledge and launch its beauty charter committed to net-zero carbon emissions by 2039, reducing plastic waste and pushing the industry toward a more sustainable future.

“As a lifelong lover of Mother Nature, I believe it is our duty to be responsible for the impact Sasie makes on the planet,” said Crowell. “This unprecedented commitment is our way of acting, because action is the only way to enact change. I know this is just the beginning, and I couldn’t be more excited to start this journey.”

In a partnership with rePurpose Global, a team of over 65 people dedicated to enabling the world’s transition to a more circular economy, Saie Beauty is among more than 2,300 people ethnically engaged in repurpose Global impact projects. By 2027, the brand says it’s dedicated to recovering and processing 5 million pounds of global plastic waste; achieve carbon net zero across all emission scopes by 2039; and invest in women leaders for climate action. This ambitious goal is taking place in India, Indonesia, Cameroon and Colombia.

CONSCIOUS SHOPPING 

With Sephora, its largest prestige partner, Pact Collective, collected over 68,800 pounds of beauty packaging material. That’s equivalent to 1.37 million lipstick tubes. Sephora carries 70 brands offering refillables, including seven of the top 10 skincare brands. In the past year, refillable skincare SKUs grew 11% and 12 new fragrance refill SKUs were added. To foster trust and transparency, Sephora launched the Planet Aware seal. This seal indicates the brands that meet specific criteria for ingredient sourcing and formulation, sustainable packaging, corporate commitments and consumer transparency. Planet Aware at Sephora brands must comply with a minimum of 32 mandatory criteria across these four key sustainability related pillars. Today, 47 brands are Planet Aware certified.

Last summer, the retailer launched its Responsible Beauty Challenge. It encouraged various conscious shopping choices and engaged nearly 1 million participants. This year, the Sephora Beauty Insider Challenge, “Try It All 2025,” continues to engage and incentivize Beauty Insider members to take sustainable actions and receive rewards.

LESS PLASTIC FOR EVERY MAN JACK 

B-Corp-certified and outdoor-inspired men’s grooming brand Every Man Jack’s new packaging purportedly reduces 100,000 pounds of plastic use annually. The company will plant over 45,000 trees during the next two years in collaboration with the National Forest Foundation.

Every Man Jack will release its 2024 Impact Report and Personal Time Outside (PTO) campaign to encourage everyone to use its PTO by stepping out into the Great Outdoors. The new deodorant & antiperspirant and deodorant packaging reduces plastic waste by 55 tons annually and eliminates recycling contamination using new polypropylene mono-material, per the brand.

Cold Pressed Bar Soap utilizes FSC-certified paperboard to ensure that the 100% plastic-free products come from responsibly managed forests.

P&G’S WORLD WILDLIFE FUND PARTNERSHIP 

On Earth Day 2025, P&G celebrated a 15-year partnership with the World Wildlife Fund (WWF). Together, they drove several key initiatives, including progress on biobased plastics, climate and energy solutions, and responsible forestry. P&G seeks to reduce its environmental impact in its operations and supply chain. Its partnership with WWF has been key to achieving significant milestones. 

In 2012, P&G joined WWF and seven other leading companies to launch the Bioplastic Feedstock Alliance. The platform has been instrumental in advancing thought leadership on the responsible sourcing of bioplastics—and the role of bioplastic in circular systems—to drive positive change for the bioplastic industry at scale.

P&G says it’s committed to responsible sourcing across its supply chain. WWF’s tools, like the Supply Risk Analysis (SRA), help evaluate sourcing risks for renewable materials, including crops like coconut oil, corn, sugarcane and cotton. This initiative promotes responsible sourcing practices.

In 2022, the company achieved its goal of sourcing 75% Forest Stewardship Council (FSC)-certified wood pulp three years ahead of schedule. Today, 77% of P&G Corporate wood pulp is FSC certified while P&G Family Care reached 89%. P&G is also part of Forests Forward, a signature WWF program for corporate action in support of nature, climate and people that engages businesses to reduce their forest footprint and champion other on-the-ground actions—like forest restoration—to keep forests thriving. 

Sustainability is an ongoing journey. Successful companies focus on learning, adapting and collaborating to help move the industry forward. 

“At the Estée Lauder Companies, we aim to continue evolving our approach by exploring innovative materials, expanding our understanding of the challenges across the packaging landscape, and deepening partnerships with recyclers, suppliers and sustainability organizations,” said DiPalma. “Through this, we’re testing and advancing solutions that have the potential to create meaningful change.”