Victoria Beckham’s Sustainable Beauty Packaging is Not Perfect, but That’s Okay

Victoria Beckham Beauty’s packaging is #NotPerfect, and we’re ok with that. Embracing imperfection is a level of honesty we should expect from every brand.

“Superior craftsmanship alone is no longer enough — beauty brands must also be agents of change.”

As consumers we know brands can’t always achieve perfection from day one. But having a brand admitting to that challenge invites their audience to join the ride.

Achieving their goal of reducing or eliminating plastic from their packaging will be a win for the beauty industry. Each industry needs frontrunners willing to experiment and deliver sustainable solutions.

Lid Lustre packed in minimal plastics and 100% recycled PCW cartons

From reusable to refillable packaging, the goal is to curb the need for virgin material creation. Due to the transitional state of their packaging, they’re exploring new materials including ocean-bound plastics. Beyond the reusable canvas pouch delivered with each order, the brand has already deployed biodegradable foam that dissolves in water. The brand’s website even boasts a recycling guide for its packaging.

Victoria Beckham Beauty’s packaging is Not Perfect, but it’s well on its way. Follow these 4 packaging principles to create your own memorable unboxing experience.

“That’s why as a beauty brand in motion, we will continuously evolve, improve and challenge ourselves to be better.”
Evelio Mattos - Creative Director

Named “One of the 200 Best Packaging Designers” by Lurzer’s Archive, and Graphic Design USA's "Designers to Watch", Evelio is an industry recognized packaging design expert. He's a creative producer known for strategically bridging package design and sustainability, with flawless manufacturing. Evelio’s passion for designing and engineering memorable unboxing experiences for global brands and consumers, can be seen in his creative collaborations with some of the world's most sought after brands.

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