— We want to deliver high-performance products and respect nature through circularity-based innovation. Circularity is also emphasised in our packaging choices, and since jars are one of our most used packaging components it truly matters how it’s designed to minimise environmental impact, explains Essi Arola, Sustainability & Packaging Director at Lumene Group.

The new LUMENE 50 ml jar has an optimised compact structure and is made of 44% less packaging material compared to the previous jar – but still contains the same amount of moisturiser. Reducing the amount of packaging material, while keeping the recycling potential, is one of the most effective ways to decrease the environmental impact of packaging. With over 1.5 million jars sold annually, the carbon footprint of the new jar is up to 38% smaller compared to the previous one, according to a verified third party LCA study.

— Cosmetic packaging doesn’t need to be heavy-weight multi-material packaging. We had all our teams involved to eco-design a jar that has a smaller environmental impact but also a visually appealing look, says Essi Arola.

The new moisturiser jar is made of monomaterial, which not only makes it easy for the consumer to source-separate but is also easy to material recycle.

— Consumers are becoming more aware of the impact of packaging on the environment. Many consumers now expect brands to take responsibility for their choices. This shift aligns with our commitment to circularity and encourages us to seek more eco-friendly packaging solutions. At Lumene Group, we have responded to the growing consumer demand for sustainable packaging by shifting to eco-friendly materials, designing packaging for easy recyclability, educating consumers on recycling practices, and continuously innovating through collaboration with industry partners, Essi adds.

But designing circular packaging for cosmetics comes with its challenges as well.

— In some cosmetics packaging formats, it is still hard to have monomaterial packaging made of widely recyclable plastic types. It is hard to find pure enough recycled materials, the plastic recycling rates vary a lot, and different markets have different guidance. Hopefully the PPWR will have a positive impact on this and harmonize approaches in Europe. Nevertheless, we are transparent with our consumers and tell them what our packaging is made of and how they should be recycled, Essi explains.

The project with the new jar took about two years from designing phase to launch, and LUMENE won’t stop there.

— We aim to have all our plastic packaging made of recycled or biobased plastic by 2030. This means that we work on all the different packaging formats we have to find suitable solutions, says Essi.

“NPA’s reliable processes add value to our sustainability strategy”
Näringslivets Producentansvar (NPA) offers affiliated customers support and advice in all matters relating to producer responsibility for packaging and works to increase recycling throughout the chain.

— We chose NPA for their expertise in producer responsibility compliance. Their focus on circular solutions supports our sustainability goals and ensures a responsible end-of-life handling for our packaging within Sweden’s recycling system. Their reliable processes add value to our sustainability strategy, concludes Essi.