Secondary packaging of a beauty product acts as an advertising tool. It’s colour, shape and aesthetic appeal, and of course, the brand name, calls out to the customers from the store shelf. While primary packaging directly contains the product (think jars, tubes, and bottles), secondary packaging refers to the outer wrapping, box, sleeve or carton that provides protection, branding and an elevated unboxing experience. In today’s age of growing eco-consciousness, another parameter that has added to the appeal of secondary packaging is ‘sustainability.’
The environmental impact of secondary packaging is significant. Often made of laminated paperboard, coated plastics, or mixed materials, it can be difficult to recycle and is frequently discarded immediately after purchase. Therefore, sustainability in secondary packaging has moved from a ‘nice-to-have’ to a business imperative.
PARLAYING THE PARAMETERS
When evaluating sustainability in secondary packaging, brands typically assess:
• Material composition: Use of renewable, recycled or biodegradable inputs.
• Recyclability and compostability: Ability to enter existing waste management systems without creating contamination.
• Production footprint: Energy, water and emissions involved in manufacturing.
• Weight and volume efficiency: Reducing excess material and optimising shipping loads.
• End-of-life impact: Ensuring minimal landfill contribution or environmental harm.
POPULAR CHOICES
1. Recycled kraft paper and board Widely adopted for cartons and sleeves, kraft paper made from post-consumer waste has a low carbon footprint and is recyclable. Its natural brown tone also aligns with ‘earth-friendly’ aesthetics.
2. Plant-based compostable films Derived from corn starch or sugarcane, these films can replace traditional plastic wraps. They biodegrade under industrial composting conditions, reducing plastic pollution.
3. FSC-certified paperboard Paper sourced from responsibly managed forests carries the FSC label, ensuring sustainable forestry practices. Many premium Indian beauty brands now use FSC-certified board for outer boxes.
4. Agricultural waste fibre board An emerging innovation in India, boards made from bagasse (sugarcane waste) or wheat straw offer a renewable, compostable alternative to wood-pulp paperboard.
LOOKING AHEAD
Innovations such as mycelium-based cushioning, dissolvable packaging films and digitally printed cartons that reduce ink and water use are on the horizon. For Indian beauty brands, the path forward lies in making conscious design decisions. This involves selecting materials with lower impact, reducing layers where possible and clearly guiding customers on disposal. By pairing sustainable choices with customer education, brands can ensure their products look beautiful, feel luxurious and leave a lighter footprint on the planet. .