Yesterday at London Packaging Week, I had the pleasure of hosting a conversation that couldn’t be more timely. Before our brilliant panellists took the stage, the question was front of mind – as sustainability becomes a non-negotiable, how can brands design packaging that cuts waste and builds trust, while keeping circularity, desirability and joy in perfect balance?

To explore this, I was joined by three brilliant minds leading the change from different corners of the industry: Natalia Agathou, Sustainability Director at L’Oréal UK & Ireland; Kim Palmer, Head of Packaging Innovation at Trinny London; and Sue Springett, Senior Marketing Manager at Amcor. Together, we looked beyond the greenwashing and the buzzwords to unpick the real barriers, where the quiet wins are happening (and why they should be louder), and the next steps for “better” packaging.

Natalia opened with an observation that resonated strongly, recyclability is no longer enough. Consumers want to understand the full picture – from ingredient sourcing to manufacturing transparency and end-of-life impact.

L’Oréal’s data shows the emergence of distinct consumer groups who are fuelling advancement in the fight for sustainability based on their willingness to value green behaviour over, well, value. 33% of consumers are “eco-warriors”, and actively choose and pay for sustainable options. Another sizeable section of L’Oreal’s consumers are “eco-considerers”, who care deeply but need clarity and convenience to turn intention into action.

That shift demands a new kind of storytelling. Brands must make sustainability visible, but in a way that is credible and comprehensible, not performative. Proof, not promises.

Sue reminded us that many of the most transformative changes in packaging are the ones consumers never see. Her team at Amcor is re-engineering components – removing metal springs, reducing polymer mixes from five plastics to two, and streamlining assemblies to improve recyclability under the new PPWR (Packaging and Packaging Waste Regulation) guidelines coming in 2030.

Even the tiniest adjustment can have an enormous impact. A single gram of plastic removed from a bottle, scaled across production, means significant carbon savings. Similarly, increasing PCR content is now delivering 30–40% lower CO₂ – and, as Sue pointed out, “it doesn’t have to be that dull grey anymore.” Sustainability, when done well, can still be beautiful.

All three panellists agreed that refillable systems are one of the biggest opportunities to connect brand values with consumer behaviour – but only if they’re designed with the same love and attention as the original.

At L’Oréal, refills are priced approximately 15% lower than standard packs, removing the financial barrier. In fragrance, the model is thriving, where the ritual of refilling becomes part of the luxury experience.

At Trinny London, Kim described a different approach, building durability and delight into the design from the start. Their refillable skincare range combines bright, joyful packs with stackable travel minis that can be refilled from the parent container – even when it is a liquid thanks to the brand’s ingenious plug system. It’s functional, beautiful and intuitive – what Kim calls “sustainable luxury”.

But ease is everything. As Sue put it, “If it’s messy, it fails.” Consumers won’t wrestle with funnels or leaks in the middle of their morning routine. Refill design must be frictionless, leak-proof, and – ideally – joyful.

A simple question from the floor made everyone pause: how many of us recycle our beauty empties in the bathroom as reliably as we do our food packaging in the kitchen?

The honest answer – not many.

Convenience and habit are still the biggest barriers. While new standardised collection systems across the UK will soon help, the onus remains on brands to make recycling easy, visible and instinctive.

L’Oréal’s Maybelline take-back scheme, with over 1,500 collection points across UK retailers, is one example of how the industry can close the loop on hard-to-recycle items like mascaras and compacts. Meanwhile, Boots’ in-store recycling programme is expanding across hundreds of sites, proving that collaboration between brands, retailers and recyclers can work at scale.

Yet even as progress accelerates, communication has become more cautious. With increased scrutiny under the CMA’s green claims code, many brands are retreating from making environmental statements altogether – a phenomenon Natalia called “greenhushing”.

While the intention is to prevent misleading claims, the result can be silence – and silence helps no one. Her call to action was clear, “We need to talk to consumers, help them act, and do so with transparency and confidence.”

Evidence, not adjectives. Data, not declarations. This is the language of trust.

Perhaps the most powerful reminder of the morning was that sustainability and desirability are not mutually exclusive. As Natalia said, “No business sets out to make something ugly.”

She held up a Prada Paradoxe perfume bottle – its faceted triangular form and sleek refill system – as proof that sustainability can be seamlessly integrated into luxury design. Kim echoed this sentiment at Trinny London, where packaging aims to spark joy in daily rituals rather than feel “worthy”.

From soft-touch finishes and subtle embossing to colours and forms that express both care and creativity, the design challenge is no longer about compromise – it’s about craft. The goal, as Sue beautifully put it, is “beautifully sustainable”. Packaging that feels desirable, works responsibly, and quietly does better for the planet.

All three panellists agreed that progress depends on collaboration – between brand, supplier, retailer, and regulator – and that the pace of innovation is finally catching up with ambition.

L’Oréal’s €50 million Circular Economy Fund and its new Sustainability Accelerator with the Cambridge Institute for Sustainability Leadership are opening the door for start-ups and innovators to join the movement. The future of packaging will depend as much on new materials and refill systems as on new mindsets.

Natalia closed with a simple challenge for our guests in the audience, “Buy one refillable product – any brand, any category – and try it. That’s how change starts.”

As I left the stage, one phrase from Sue stayed with me: “Beautifully sustainable.” That feels like the right ambition – for packaging, for brands, and for the future of our industry.

A huge thanks again to Natalia, Kim, and Sue for their candour and insight, and to everyone who joined the conversation.

If you’d like to exchange notes or examples of what’s working in your sustainability journey, I’d love to continue the discussion.