Consumers drive the shift to sustainable packaging
Are you rethinking how you dispose of packaging—composting or choosing eco-friendly alternatives? You’ve got good company. As consumer demand for greener choices grows, the beauty industry responds with innovative solutions like waterless products and dissolvable packaging. A recent McKinsey & Company survey across 11 countries highlights this shift, with 69% of consumers ranking compostable packaging as their top choice. Plant-based materials and renewable plastic films also scored high, while paper packaging trended in India and the UK.
Interestingly, Japanese consumers favored recycled plastics as much as compostable options. The least preferred materials included metal containers, multi-material packaging, and aluminum foil. The survey also found that 60–70% of consumers are willing to pay more for sustainable packaging, and over half would buy more if these options would cost the same.
Growing and expanding opportunity
Trend forecaster WGSN predicts a surge in no-trace and minimal-impact beauty products, pushing single-use formats toward sustainability. To make this a reality, they stress the importance of materials and formulas that treat marine and land ecosystems with care. Think dissolvable, compostable, and biodegradable options that make disposal a breeze. Waterless solutions like powders and solids also gain traction, offering longer shelf life and improved hygiene. Having tracked these trends for a while, WGSN’s “Designed to Disappear” has set out to become a hot topic for 2026. Curious about the products you can invest in right now? Keep reading!
Next-gen future of beauty
Let’s explore some innovative cleansing basics, starting with Melbourne-based Conserving Beauty dissolvable Micellar Oil Cleansing Wipes. These hygienic 2-in-1 oil cleansers and makeup removers effectively dissolve makeup and SPF while moisturizing and protecting the skin barrier. Say goodbye to bacteria-laden washroom towels—these wipes dissolve in water after use and come in compostable, plastic-free packaging.
For haircare, Kitsch’s Rice Bar Shampoo and Conditioner Bars offer 100% compostable, zero-impact, and plastic-free options. After months of research, they packed luxury salon-quality ingredients into convenient, travel-friendly bars. Meanwhile, UK-based Sbtrct has introduced the world’s first solid retinoid. Their Granactive Retinoid at 2% works with Squalane to even skin tone, improve texture, and reduce fine lines, all with less irritation.
South Africa’s Skoon takes a different approach with their waterless NanoPillow serums, which transform into liquid when activated by a face mist. Consumers are increasingly drawn to ‘naked’ products with minimal packaging to eliminate excess. Lush continues to lead this ‘no-trace’ mission, as seen in their “Desert Island” video. Their latest innovation, Naked Mascara, features a tube-shaped solid butter and wax formula available in four colors with reusable wands. Lush is paving the way for the future of beauty by avoiding traditional plastic tubes.
For color cosmetics, Alima Pure offers refillable, waterless products. Since 2008, they’ve operated carbon-neutral by offsetting 100% of their corporate carbon emissions through the Carbon Fund. Also, they are participating in the Green Source Renewable Power Program, sourcing energy from solar, wind, biomass, hydro, and geothermal.
Addressing a significant sustainability concern, Fluu has reinvented menstrual pads with their Flushtec technology, transforming pads into plant fibers. This provides a guilt-free alternative to plastic-filled period care that won’t end up in landfills.
Check out the Zero Waste Store for a full range of beauty and lifestyle products that embrace this disappearing act. As a company dedicated to sustainable innovations, Symrise has followed the ” traceless beauty” trend we covered on our blog last year. Share your favorite forward-thinking beauty brands and solutions below!
As a company focused on sustainable innovations, Symrise has been following developments in net zero packaging and covered the topic on the blog last year. Weigh in below on your favorite forward-thinking beauty brands and solutions!
