10 sustainable packaging surprises in 2018: Page 5 of 10

Lisa McTigue Pierce in Sustainable Packaging on December 21, 2018


6. How packaging recyclability can shift sustainability expectations for startup beauty brands

One of the personal care and beauty category’s fastest growing influences on consumer purchasing behavior are claims for sustainability. TerraCycle founder/CEO Tom Szaky says, “With the right programs, startups, which often have deeply connected customer relationships, can play a special role in shifting expectations that could create a groundswell for change.”

What kind of sustainability programs? “By focusing on the recyclability [like the Lush pot above] and circularity of packaging, personal care startups can command a premium in the clean beauty market through cultivation of brand identity,” Szaky contends.


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