Smart sustainable packaging

Saandiip Shah, Director, Oran International, dives into the details of the revamped packaging for their brand Orangewood, in an interview with Priyanka Parshurami.

Sustainable packaging in the beauty industry is rapidly gaining momentum, with the global sustainable packaging market projected to reach $470.3 billion by 2027, growing at a CAGR of 5.7 per cent. Studies show that 73 per cent of consumers prefer sustainable packaging, which is motivating brands to commit to sustainable solutions. One such brand is Orangewood that recently unveiled a transformative redesign of its product packaging. Combining an elevated visual identity and a sustainable approach, Orangewood’s latest upgrade confirms their commitment to the planet. Saandiip Shah, Co-founder and Partner, Oran International (parent company of Orangewood), shares how this initiative is reshaping the brand’s narrative and setting a new benchmark in the beauty and personal care industry.

The decision to revamp Orangewood’s packaging was born from a need to take meaningful action toward environmental responsibility. “We have always believed in delivering high-quality haircare solutions, but we knew we could do more particularly in the way our products were packaged,” says Shah. “We realised that our packaging held great potential to become a beacon of change. It was time to evolve in a way that reflected our values of sustainability, aesthetics and innovation.”

This evolution was not only about reducing the brand’s carbon footprint; it was also about maintaining the premium experience Orangewood is known for. The challenge lay in creating a solution that was as environmentally conscious as it was visually appealing.

GREEN INSPIRATION

With its new packaging line, Orangewood has taken significant strides toward eco-conscious design. The brand has adopted recyclable materials, significantly reduced plastic use and embraced efficient structures that minimise packaging waste. The result is a refined product that meets consumer expectations of beauty and functionality while making minimum environmental impact.

“This is our way of aligning ourselves with a circular economy,” Shah explains. “We have switched to materials that are easier to recycle and leave a smaller environmental footprint. Every decision—from the shape of the bottle to the inks used in printing—has been made with sustainability as the core objective.”

MERGING TECH AND CARE

Orangewood’s packaging revamp is all about going smartly on the green highway. The brand has integrated cutting-edge technology to enhance user experience and further boost its green credentials.

Among the standout innovations is a smart cap that monitors product usage and offers personalised haircare recommendations based on individual usage patterns. “This not only adds value for the consumer but also ensures optimal use of the product, reducing waste in the long run,” notes Shah.

Further, each product now features RFID technology, allowing for seamless tracking through the supply chain and efficient recycling once the product reaches end-of-life. These tech integrations bridge the gap between beauty and utility, positioning Orangewood as a leader in intelligent, sustainable packaging.

DEFINING THE DIFFERENTIATORS

So, what sets Orangewood’s new packaging apart from others in the market? The brand has carefully crafted a suite of USPs that enhances its competitive edge but redefine the expectations from haircare packaging:

• Use of sustainable and recyclable materials

• Integration of smart cap technology for personalised haircare

• RFID tracking for efficient recycling and inventory management

• A sophisticated, tactile design that mirrors Orangewood’s premium ethos

“It’s a holistic reimagination,” says Shah. “We wanted to create packaging that’s beautiful, functional, and conscious. And from what we’re seeing, the market agrees.”

EMBRACING THE CHANGE

The reaction to this transformation has been overwhelmingly positive. Customers have lauded the eco-friendly shift, noting both the visual upgrade and the sustainable approach. Industry partners and salon professionals have also responded favourably, recognising Orangewood’s initiative as a move in the right direction for the industry at large.

“Consumers today are informed, aware and passionate about sustainability,” says Shah. “They’re looking for brands that align with their values. Our new packaging is helping us forge stronger emotional connections and build long-term brand loyalty.”

Innovation doesn’t stop here for Orangewood. With plans to expand distribution, launch new product ranges and build strategic partnerships, the brand is gearing up for a dynamic phase of growth. Sustainability and technology will continue to be at the heart of this journey.

THE FUTURE OF PACKAGING

In the beauty industry, primary and secondary packaging is more than a vessel—it’s a storytelling tool. It protects the product, preserves its efficacy, and conveys the brand’s identity. “Your packaging is often your first interaction with a customer,” explains Shah. “It has to inspire confidence, reflect your values and influence the decision-making process.”

The packaging landscape in 2025 is increasingly driven by sustainable alternatives. Shah highlights the rise of:

• Bioplastics derived from renewable sources

• Fully recyclable plastics with low carbon output

• Paper-based and glass packaging solutions

• Upcycled and refurbished packaging materials

Each material offers unique advantages and their adoption is shaping a more responsible and responsive industry.

RECYCLING: A SHARED RESPONSIBILITY

Orangewood champions initiatives like take-back programmes, collaborations with recycling facilities and public education campaigns to encourage proper disposal practices.

“Brands must not only design for recyclability but also invest in systems that close the loop,” asserts Shah. “It’s about accountability at every stage of the product lifecycle.”

To other beauty brands considering innovation in packaging, Shah offers a powerful message: “Be bold. Rethink everything—from material sourcing to the customer’s end-use experience. Design packaging that reflects the world you want to create. Sustainability isn’t an add-on anymore—it’s a brand imperative.”

In its packaging transformation, Orangewood has shown that when responsibility and innovation meet, the results can be both beautiful and impactful. With eyes on the future and roots in conscious creation, Orangewood is not just revamping its packaging—it’s reimagining what it means to be a brand in the modern beauty era.