Pulp in Action unveils breakthrough paper-based innovations for beauty packaging

GLOBAL – The Pulp in Action consortium has announced its first major breakthroughs in paper-based cosmetic packaging, marking a significant milestone in the industry’s shift toward recyclable, renewable, and low-impact solutions.

Formed by more than 50 companies spanning packaging, cosmetics, materials science and sustainability, the consortium set out three years ago to tackle one of beauty’s biggest challenges: creating functional, durable, and attractive packaging using paper instead of plastic.

The first industrial prototypes are now ready, and they signal a potential transformation for the global beauty industry.

Among the unveiled innovations are a water-resistant paper shower gel tube, a 500 ml cellulose-fibre refill pouch capable of surviving multiple one-meter drop tests, and sample sachets and refill cups made from 85% paper.

These prototypes demonstrate that lightweight, renewable paper fibres can be engineered into structures once thought achievable only with plastics.

“This project showcases the full potential of cellulosic fibre, evolving from a porous material to a functionalized one, and from a simple 2D sheet to 3D packaging,” said Clémence Mazeron, R&D Project Manager at Gascogne Flexible, one of the consortium’s key members.

To achieve these results, the consortium launched a series of pilot programs examining how to adapt paper to withstand oils, moisture, drops, and other stresses associated with cosmetic products.

The greatest challenge was creating barrier properties, a function traditionally dominated by plastic.

“The consortium faces a real challenge: endowing naturally porous cellulosic fiber with the barrier properties needed to protect and transport cosmetic products,” said Nina Conforti, Open Innovation & Impact Projects Manager at Laboratoires Expanscience.

Through shared expertise, pooled resources and a cooperative “pre-competitive” model, members developed a bio-based coating capable of delivering the necessary protection while preserving recyclability.

Industry observers note that such long-term commitments counter recent concerns about fading environmental ambition.

“The Pulp in Action consortium shows that delivering real results demands sustained effort and perseverance,” said Emmanuel Guichard, General Delegate of the Federation of Beauty Companies (FEBEA).

With prototypes ready, consortium members will now integrate these solutions into brand strategies. But the next hurdle lies with consumers.

“Winning over consumers’ imagination is today the central challenge of the ecological transition,” said Géraldine Poivert, CEO and Co-founder of (RE)SET, the consultancy leading the initiative.

As brands prepare to adopt paper-based tubes, refills and sachets, the consortium is placing greater emphasis on aesthetics, tactile appeal, and premium finishes, elements critical to consumer acceptance in the beauty sector.

The breakthroughs come as global cosmetics companies intensify their search for alternatives to single-use plastics, with paper-based packaging emerging as a leading contender.

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