WWP Beauty launches cosmetic tubes collection featuring PCR and Bio-PE solutions

28 Jun 2021 --- Beauty industry full-service supplier WWP Beauty is releasing Sustainable Touchless Tubes, a tube collection with options for up to 56 percent post-consumer recycled (PCR) or Bio-PE content for color cosmetics applications. 

“Bio-PE resin is a bio-based material made from a 100 percent renewable resource, non-food sourced sugarcane,” Gary Myer, AVP, global packaging engineer at WWP Beauty, tells PackagingInsights.

This collection is not recyclable; however, it can be made with PCR at a content level of 56 percent, explains Myer.

“PCR has become a very popular material choice among beauty brands as it reduces the number of new plastics being created to make a component and reuses material that would have otherwise been wasted – but it is not actually recyclable.”

“When creating the tubes with the Bio-PE material option, they do become recyclable,” he adds.

Wide-ranging solutions
The collection features a variety of different touchless and airless applicator solutions for color cosmetics and skincare. 

The tubes feature the following applicators:

• Spoolies: Designed for mascara and brow products.
• Slim Silicone Spatula: Ideal for color cosmetics products and added precision applications.
• Wide Silicone Spatula: Works best for skin care and color cosmetic products to the entire face and décolleté.
• Sponge Tip: A versatile applicator for facial color cosmetics.
• Airless Pump: An option for both color cosmetics and skincare where airless is needed.
• “These one-step, direct-apply sustainable tubes provide the end-user with new gestures and fast, one-step application,” says WWP Beauty’s CMO, Musa Dias. 

“This collection further demonstrates WWP Beauty’s position in the tube market and its commitment to producing new solutions for its customers. We are working toward creating a more sustainable, clean and inclusive future.” 

WWP Beauty's Bio-PE resin is derived from non-food sourced sugarcare.

Eco-trends in cosmetics
Myer says he sees trends toward reduced environmental impacts driven by both consumers and the company’s beauty brand partners.

“We are seeing that consumers are beginning to make purchasing decisions based on the sustainability features of the packaging in addition to the formula having a clean story.”

“For many, the shifts in trends caused by the global pandemic only contributed further to the desire and connection to lead more sustainable lives, with less waste and less material usage, equating to added happiness and value.”

“For our new Touchless Tubes collection, we kept all of these trends and consumer habits in mind during development,” he notes.

Striving for eco-friendly solutions
WWP Beauty seeks to provide brands with solutions that are sustainable, clean and inclusive for packaging, formulation and accessories. 

“We are always looking to bring value and purpose to beauty brands, with more options and validated, proven sustainability claims we can generate using our Eco-Analyzer Tool,” Myers says. 

The company offers renewable, plastic-free packaging options, including its Bio-PE Eco-Pac Tubes.

“Our rigid paper compact options are constructed without the use of mirrors, magnets or pans to strengthen the integrity of its sustainability story as seen on our Daybreak Bronzer and Zero+ Technology and collection featuring plastic-free, plant-based packaging options,” he adds. 

Refill revolutions
In addition, the company carries the line Refill Revolution, which features refillable packaging solutions. 

“Many of our customers are looking into how they can make their packaging refillable and want solutions that are intuitive and easy to refill,” Myers notes.

“The next generation of refillable packaging includes solutions that have minimal refill wastage and refills made from recyclable material.”

“In August 2021, WWP Beauty will be adding additional refillable technology to this collection with solutions spanning across multiple categories of beauty.”

The tube collection is not recyclable; however, it can be made with up to 56% PCR.In the same arena, Unilever expanded its refillable packaging trials across the UK, including a first “return on the go” refill trial, in selected Asda supermarkets and Co-op convenience stores.

Reducing waste
For some brands, the path to environmental sustainability is about reducing waste; there are many eco-design strategies that WWP Beauty employs to achieve this. 

Strategies include mono-material designs to simplify recycling for consumers (no separation) and MERFs (no contamination from mixed material packaging), PCR material, and recyclable materials such as glass and aluminum. 

“Our Glass Skincare Collection features a variety of thick-walled, high purity skincare components made from glass. Glass is an ultra-sustainable alternative to plastic that can be infinitely recycled and is available with the option to be made from recycled material.”

In this space, Eastman unveiled Cristal One, a resin portfolio engineered to meet the demands of thick-walled packaging for luxury cosmetics, which can be easily recycled. 

By Kristiana Lalou