Consumers demand that businesses be eco-friendly and environmentally ethical, and recent reports state that consumer-driven demand for sustainable products means that all generations are willing to pay more. To capture this market potential – and deliver a more sustainable future – brands and retailers need to align themselves to this significant shift. The question of what “sustainability” actually means varies by industry. For beauty packaging, environmental sustainability has many aspects: material type, place of origin/production, transportation methods, end-of-life care, and more. Novi makes it possible for brands to source the packaging they need to provide consumers with the sustainable products they demand in five critical ways.

Consumers are driven to improve the environment and are savvy about what they demand with their dollars. The unique situation in beauty packaging is they are demanding change and transparency — and brands and retailers are often a step behind, trying to play catch up to consumer demands for sustainability. That’s where we step in. Novi is a curated network of sustainable formulators, manufacturers, suppliers, and retailers where brands can design and purchase verified formulas, fragrances, and packaging.  We help brands streamline product development and certification, whether a company is building from the bottom or catching up to meet the needs of the consumer.

While the ultimate goal is to be planet-friendly, each brand has its own approach in its journey to sustainability. Novi offers five planet-friendly opportunities to meet brands where they are in their packaging:

1.  Mindful Product Design and Decoration
Building a product to maximize sustainability and recyclability requires brands to consider a lot during the design process. Brands can make all the right decisions in packaging material, size, and compatibility, but the product’s decoration can render it completely unrecyclable. Novi helps brands navigate their curated network to design sustainable packaging, which includes deco: color, labels, inks, metallization, stamping, and more.

2. Primary Packaging with Circular Materials
Primary packaging is designed to hold a product, protecting and preserving the formulation from contamination or oxidization. It includes jars, bottles, tubes, lids, caps, and pumps. This tier is often the main focus for most brands and retailers because primary components present the most challenges in terms of sustainability. While still keeping aesthetics and functionality in mind, brands are opting for better materials, like compostable paper and PCR (post-consumer recycled) plastic, that are better for the planet. 

3. Strategic Secondary Packaging
Secondary packaging, or shelf-ready packaging, is designed to move product safely, ready to be shipped and sold, and includes boxes and cartons, or void fills like cardboard inserts and tissue paper. This area is an opportunity for brands to scale their commitment to sustainability across the supply chain. Some brands are moving away from using virgin fibers and opting for recycled cartons, boxes, and box inserts. Others adopt different strategies, such as reducing and eventually eliminating secondary packaging altogether.

4. Standards that Matter
A few major retailers, such as Sephora and Credo, have already created their own packaging standards and RSLs (restricted substances lists). Some also incorporate third-party certifications, like FSC’s certification for wood and paper products. While they can be costly, third-party policies can provide further credibility for any environmental claims made. On Novi, brands can choose packaging components that have been pre-vetted for the standards they care about.

5. Sampling Better Components
Sampling better components is the first step in committing to sustainability. Sourcing new components can be complicated, especially when verifying numerous claims. Novi packaging experts will help a company source, sample, and order verified components– whether they are looking for something compostable, curbside recyclable, 75% PCR, or more.



About the author: Kimberly Shenk is Novi’s co-founder and CEO. Novi Connect empowers brands with the data, tools, and education they need to build the clean and transparent products that their customers are demanding.