The beauty industry faces mounting pressure to balance luxury appeal with environmental responsibility. Packaging decisions that once focused solely on aesthetics now carry weight in boardrooms and consumer purchasing decisions alike. Alexander Kwapis, global head at FusionPKG and co-founder at Wild Dirt, has spent years navigating this complex landscape, helping major brands transform their approach to sustainable packaging design.
Sustainability is No Longer Option
Consumers are increasingly serious when it comes to sustainability. Alexander sees this shift happening with every brand he works with. “Today’s consumers are more informed and demanding than ever. They want brands that are aligned with their personal values, especially when it comes to sustainability and recycling,” he explains. Attractive packaging used to be enough. Now it has to be beautiful and environmentally conscious. Beauty brands are learning this lesson the hard way. Alexander puts it simply: “In the beauty space, that means packaging has to do more than just look good.” Companies are switching to refillable components and materials that actually get recycled. What used to be extra credit is now required homework. “It’s not just a bonus, it’s a baseline expectation,” he notes.
Maintaining Luxury While Going Green
This presents a significant challenge. Luxury brands still need to look luxurious, even when they’re being responsible. Alexander and his team at FusionPKG work with recycled materials while keeping brands looking expensive. “At FusionPKG, we’re developing solutions that use post-consumer recycled materials, PCR, without compromising the visual identity of these luxury brands. It’s about innovating with intention,” he says. Many people think going green means your packaging looks cardboard-based. He disagrees. “Sustainability doesn’t have to mean you’re sacrificing the design,” he points out. Sometimes the environmental requirements actually make designers get more creative. The best packages tell stories, and saving the planet is a compelling story to tell.
Building Solutions Through Partnership
Nobody can solve these problems alone. Alexander brings together different kinds of experts to crack tough packaging challenges. “At Fusion, we bring together designers, engineers, and sustainability experts to think differently about the materials and production methods that we’re using,” he explains. When you put artists next to scientists, interesting things happen. The company tries all sorts of new approaches, from composite materials to digital printing that cuts down on waste. He thinks the future belongs to companies that aren’t afraid to try unconventional combinations and push past what everyone thinks is possible.
This isn’t just about following rules or making customers happy. He sees sustainable packaging as the future of the entire beauty business. “Sustainable packaging isn’t just a trend, it’s the future of the beauty industry. Brands that lead with purpose and innovate within sustainability—keeping it always at the forefront of their minds—will be the ones that resonate with the next generation of consumers,” he says. Alexander has a challenge for everyone working in beauty. “Let’s build a more beautiful, responsible future together, one product at a time,” he says. It’s not about choosing between looking good and doing good anymore. Companies that figure out how to do both are going to win. The beauty industry is changing fast. His work shows that sustainable packaging isn’t some impossible puzzle. It just takes smart people working together and trying new things. The brands that get this right won’t just survive the changes coming, they’ll lead them.
Connect with Alexander Kwapis on LinkedIn to follow his insights on sustainable innovation in beauty.
