Entrepreneurs Talk About Leading Brands and Innovations in Sustainable Packaging Today

We all made the transition from plastic bags to shopping totes and plastic water bottles to tumblers. But how do enterprises go about change with sustainability? Before diving into sustainable packaging, it’s crucial to understand sustainability itself. It’s more than a trend—it’s about genuine solutions that minimise environmental impact. Combining multiple product benefits into one formula, ensuring products last until the last drop, and delivering real results all conserve resources. Sustainability blends perception and action—it’s defined by how meaningfully it’s applied and the change it inspires.

To unpack this further, Local Samosa spoke with Piyush Jain, CEO and founder of SkinInspired, and Ketan Munoth and Prince Kapoor, co-founders of Plush, to explore how innovative brands are leading the sustainable packaging revolution.

Beyond Reducing Plastic

Piyush Jain says that sustainable packaging goes beyond just reducing plastic. “It's about creating packaging solutions that minimise environmental impact without compromising product integrity. In the skincare industry, this is particularly important because packaging is not only about presentation, it’s about protecting active ingredients in formulations, preventing contamination, and ensuring efficacy. For us, sustainability is about balance; our packaging has to protect advanced formulations like encapsulated Retinol, while also reducing waste. That’s why we’ve moved toward refillable packaging, ensuring our products stay effective, safe, and gentle on the planet.”

“It’s essential not just for the planet, but to build trust with eco-conscious consumers and stand out in a competitive market,” mention Ketan and Prince while talking about its importance for businesses.

Single-Use Plastic to Compostable Pouches

Over the past decade, packaging has evolved toward eco-friendly alternatives like recyclable and compostable materials, paper-based options, and refillable designs, with brands favouring minimalism to cut waste. “For our products, this means delivering comfort and care while staying environmentally responsible,” share the cofounders of Plush.

Focusing on the beauty industry, Piyush states that a decade ago, most beauty and wellness brands relied almost entirely on single-use plastic. “Today, the landscape looks very different: recyclable plastics, aluminium tubes, biodegradable films, and even compostable pouches are becoming mainstream. Some brands now run take-back programs that reward customers for returning empties, while others are shifting to durable materials like aluminium and glass.” He quips that the brand also introduced multifunctional designs—like our moisturiser jars that double as mixing palettes—making packaging more useful while encouraging consumers to make conscious, sustainable choices.

Different Kinds of Sustainable Packaging Materials

Piyush explains that skincare packaging faces unique challenges compared to food or beverage. “Food packaging is often compostable or biodegradable because products are consumed quickly. Skincare is trickier—packaging must protect sensitive actives like retinol, peptides, or vitamin C from degradation.”

He outlines the key materials:

• Recyclable plastics: The most common and consumer-friendly starting point due to accessibility and familiarity.

• Aluminium tubes and glass jars: Durable, endlessly recyclable, and offering a premium feel.

• Refill cartridges: A growing trend where customers replace only the inner cartridge, significantly cutting single-use waste.

• Upcycled materials: Still niche in beauty, but promising innovations repurpose ocean plastics or agricultural waste into packaging.

Comparing Environmental Impact, Cost, and Convenience

“Recyclable packaging is the most accessible option—it’s affordable, has a relatively low environmental impact, and consumers are familiar with it,” says Piyush. “Biodegradable and compostable materials may offer bigger environmental benefits but aren’t always practical for skincare due to airtight protection needs for sensitive ingredients.”

He adds, “Aluminium is durable and endlessly recyclable, but more costly. Our refillable airless cartridges strike a good balance—customers keep the same outer bottle and swap cartridges, reducing plastic waste by up to 78% compared to single-use packaging.”

Challenges in Transitioning to Sustainable Packaging

Piyush highlights that efficiency is the toughest challenge. “Skincare packaging must protect active ingredients like retinol, vitamin C, and niacinamide, which need airtight conditions that many eco-friendly materials can’t provide. This causes hesitation among brands.”

Ketan and Prince note another challenge: consumer adaptation. “Consumers love eco-friendly packaging in principle, but don’t want to compromise on convenience or price. For example, a recent survey found 70% prefer sustainable packaging but only half are willing to pay extra.”

Innovations Making Waves in Sustainable Packaging

Refills are a major game-changer. “At SkinInspired, we launched refill cartridges for serums and moisturisers, where customers keep the durable airless pump and replace the cartridge, cutting single-use plastic dramatically,” says Piyush.

Globally, brands like Hermès and Davines offer refillable luxury designs, while Lush experiments with carbon-negative cork packaging. PCR plastics and aluminium are also gaining popularity among skincare and haircare brands.

“What excites me most,” Piyush adds, “is that these innovations are practical, protect formulations, and push the industry closer to circularity.”

Spotting Genuine Sustainability vs Greenwashing

“The simplest way to spot true sustainability is looking beyond vague labels,” advises Piyush. “Real sustainable packaging has a clear afterlife—can it be refilled, recycled, or reused? Brands should be transparent about disposal.”

He explains that greenwashing often uses vague terms like ‘eco-friendly’ without evidence. “For example, our refill cartridges come with clear instructions, and reusing the outer bottle genuinely reduces waste. That’s real sustainability, not just marketing.”

Shifts in Consumer Behaviour

Piyush confirms a clear shift: “Consumers increasingly care not just about what’s inside but also what happens to the packaging after use. Our refill cartridges have received tremendous response because people want to reduce waste without compromising convenience.”

He also points out that satisfied consumers avoid the endless trial-and-error cycle, which reduces packaging waste by encouraging consistent use of effective products.

Brands Leading the Sustainability Charge

Jaipur-based conscious footwear brand for women Birdhouse, founded by footwear designer Malika Garg, prioritises sustainability not just in its footwear but also through transparent, eco-conscious packaging that highlights each material's environmental impact. Bare Necessities champions sustainability through zero-waste products and circular packaging initiatives like “Return Your Jars and Tins".

In India, Ketan and Prince highlight The Body Shop’s refill stations and take-back programmes, Forest Essentials’ move to glass jars and eco-friendly pouches, and Plum’s #Empties4Good recycling initiative. Juicy Chemistry consistently uses biodegradable and recyclable packaging.

Globally, REN Clean Skincare achieved zero waste in 2022, while Ethique uses solid bars and compostable wrappers to eliminate plastic entirely.

Piyush adds that SkinInspired combines product efficacy with packaging innovation through durable airless pumps and refill cartridges, moving closer to a circular system.

The Future of Sustainable Packaging

Piyush believes the future lies in full circularity: “Packaging will be continuously reused, refilled, or regenerated. For skincare, smarter airless designs will be refillable multiple times without losing performance, using materials that last years.”

He predicts sustainability will become seamless, like Wi-Fi in cafes, becoming a default expectation. “Brands that design packaging for the entire product lifecycle will thrive.”

Emerging Trends and Technologies

“What excites me most is the fusion of technology and sustainability,” Piyush says. “QR codes and NFC packaging can guide consumers on product use, authenticity, and recycling, nudging responsible choices.”

He also highlights biodegradable materials like bamboo, moulded fibre, and seaweed-based films, which break down naturally without harmful microplastics.

Cross-industry inspiration is growing, with food and beverage sectors experimenting with upcycled and edible packaging, potentially influencing beauty packaging innovations.

Consumer Actions to Support Sustainability

“Consumers have more power than they realise,” says Ketan and Prince. “Start with products that work to avoid waste. Choose recyclable, refillable, or post-consumer recycled packaging. Participate in recycling or take-back schemes and reuse containers when possible. Small, consistent steps like opting for bulk or refill packs add up.”

Business Steps for Sustainable Packaging

“Begin by understanding your product’s protection needs,” advises Piyush. “Design packaging balancing sustainability and efficacy. Introduce refills, reduce excess materials, or switch to recyclable or biodegradable components. Partner with certified recyclers and educate consumers on disposal. Most importantly, test durability—sustainable packaging must keep products safe.”

Government Regulations and Industry Influence

Ketan and Prince explain, “Extended Producer Responsibility (EPR) rules in India are pushing brands to take accountability for post-consumer waste, which accelerates sustainable packaging adoption. Clearer guidelines and stricter enforcement will create a level playing field and encourage innovation.”

Piyush adds, “Government incentives for biodegradable materials and recycling infrastructure investment are crucial. Industry collaboration through forums and certifications also promotes transparency and best practices.”