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A growing number of brands—from megabrand L’Oréal to soon-to-be hair care line KIND2—are bucking the cosmetics industry’s reliance on plastic.
Thanks in part to pressure and demand from consumers, brands are turning their efforts to creating packaging that’s sustainable, refillable, plastic-free or “naked” (package-free).
With #shelfies and detailed skin care and beauty routines prominent on social media, forums and YouTube videos, pretty packaging is synonymous with luxury and self-care—and it’s not unusual for consumers to buy products based solely on packaging.