The beauty industry is undergoing a profound transformation as sustainability becomes a top priority for both brands and consumers. With growing awareness of environmental issues—ranging from plastic pollution to carbon emissions—buyers are increasingly demanding products that align with their values. This shift is not just a trend but a fundamental change in how beauty is manufactured, packaged, and consumed. In this article, we will discuss how solid cosmetics outperform liquid products in sustainability.
As part of its “L’Oréal for the Future” program, the beauty giant has outlined bold goals to transform its environmental footprint by 2030:
Carbon Reduction: L’Oréal is targeting a 50% cut in greenhouse gas emissions per finished product (compared to 2016 levels), driven by renewable energy adoption and supply chain decarbonization.
Water Stewardship: The company has implemented closed-loop water systems across its manufacturing sites, achieving a 35% reduction in water use per unit since 2020.
Circularity: By 2025, 100% of L’Oréal’s plastic packaging will be either recyclable or refillable, with at least 50% made from recycled materials.
These efforts reflect L’Oréal’s broader vision to integrate sustainability across every aspect of its business—from green chemistry and responsible sourcing to eco-design. By embedding environmental responsibility into its brand DNA, L’Oréal is not only reducing its own impact but also setting a new standard for the global beauty industry.
At the heart of this transformation is the debate between solid and liquid cosmetics. While liquid products have long dominated the market, solid alternatives are rapidly gaining traction. This article will delve into the environmental, economic, and practical differences between these two formats, providing a comprehensive guide for brands and consumers alike. By examining carbon emissions, water usage, packaging, logistics, and consumer preferences, we aim to clarify why solid cosmetics are emerging as the sustainable choice for the future.
The beauty industry remains largely dominated by liquid products, which account for over 80% of global sales. However, solid cosmetics are quickly carving out a significant niche. Market analysts predict that by 2030, solid formats will represent up to a quarter of the cosmetics market, driven by innovation and shifting consumer priorities.
Recent surveys reveal that nearly half of global consumers—47%—are willing to switch to solid cosmetics if they are proven to be both eco-friendly and effective. This openness is particularly pronounced among younger generations, with Gen Z and Millennials leading the charge. These consumers are not only concerned about the environment but also value convenience and portability.
Lush Cosmetics has emerged as a trailblazer in the solid cosmetics space, championing a “naked” approach to beauty that eliminates packaging altogether. Since introducing shampoo bars in 2005, the brand has prevented the use of over 170 million plastic bottles—equivalent to more than 4,000 tonnes of plastic waste.
Waste Reduction: By replacing bottled products with solid alternatives, Lush has significantly reduced plastic usage and landfill contribution.
Carbon Savings: Solid formats require less water and packaging, resulting in up to 92% fewer carbon emissions during production and transportation compared to liquid products.
Consumer Shift: The market has responded strongly—70% of Lush’s haircare sales now come from solid products, marking a 25% year-over-year growth in sustainable offerings.
Lush’s commitment to low-waste packaging, ethical sourcing, and customer education has helped cultivate a passionate, eco-conscious customer base. This case underscores the commercial and environmental potential of innovating with intention—and how brands can lead meaningful change by aligning sustainability with consumer values.
Emerging Brands: Startups like Dust & Glow, Umai, and Mini are pioneering the solid cosmetics movement with innovative products such as shampoo bars, solid serums, and refillable kits.
Market Drivers: The main drivers of growth are sustainability, convenience, and the desire for minimalism. Social media influencers and eco-conscious celebrities are amplifying these messages, making solid cosmetics more accessible and appealing.
Regulatory Environment: Governments and industry bodies are increasingly mandating sustainable packaging and production practices, further accelerating the adoption of solid cosmetics.
The production of liquid cosmetics is energy-intensive. It involves complex processes such as emulsification, heating, and preservation, all of which require significant amounts of energy and resources. Additionally, liquid products are heavier and bulkier, leading to higher transportation emissions.
Finnish brand LV Skincare has taken a science-based approach to sustainability by conducting a full life cycle analysis of its reinforcing skincare range. The findings revealed that packaging alone accounted for roughly one-third of the product’s total carbon footprint—prompting targeted action across formulation, production, and sourcing.
Cold Mixing Innovation: By adopting a cold mixing process, LV reduced energy consumption by 80% compared to conventional hot emulsification methods.
Packaging Optimization: The brand introduced compostable trays, slashing packaging-related emissions by 40%.
Net-Zero Achievement: Through carbon offsetting and sourcing 95% of ingredients locally, LV achieved full carbon neutrality across this product line.
LV Skincare’s commitment to minimizing environmental impact through data-backed decisions exemplifies how beauty brands can lead with transparency and innovation. This case highlights the power of life cycle analysis in uncovering hidden environmental costs—and using those insights to build cleaner, smarter manufacturing systems.
Solid cosmetics, by contrast, are typically made from concentrated, waterless ingredients. Their manufacturing processes are simpler and less energy-intensive, resulting in up to 92% lower CO₂ emissions compared to liquid products. For example, converting half of all liquid shampoo shipments to solid bars could reduce transport emissions by up to 38%.
Water is the primary ingredient in most liquid cosmetics, sometimes making up as much as 90% of the product. This not only increases the product’s weight and shipping costs but also places a strain on water resources, especially in regions facing scarcity.
Solid Cosmetics: Water-Saving Champions
Solid cosmetics contain little to no water, drastically reducing both direct and indirect water consumption. For every 10,000 kg of finished goods transported, solid cosmetics use about 6,500 liters less water than liquid products. This makes them particularly valuable in water-stressed areas.
Korean skincare brand Beauty of Joseon is leading the shift toward water conservation in beauty through its innovative waterless serums and balm cleansers. These solid formats eliminate the need for water in both formulation and packaging, offering a smart, sustainable alternative to traditional skincare.
Direct Savings: Solid serums contain 0% water, compared to the typical 70–90% in liquid formulas—saving an estimated 1.2 liters of water per unit.
Production Efficiency: By adopting anhydrous (water-free) manufacturing, the brand has cut water usage in production by 65%.
Global Impact: This initiative supports the UN Sustainable Development Goals, particularly in efforts to alleviate water stress in high-risk regions.
Beauty of Joseon’s focus on concentrated, water-free formulations not only conserves vital resources but also enhances product longevity and reduces shipping emissions. The brand’s success illustrates the growing market demand for eco-conscious skincare—and the powerful role that innovation plays in building a more sustainable beauty industry.
Water Recycling: Implementing closed-loop water systems can drastically reduce water use in manufacturing.
Water-Efficient Ingredients: Using raw materials that require less water during production helps minimize the overall water footprint.
Innovative Formulations: Concentrated, waterless products are key to reducing water consumption in the beauty industry.
Liquid cosmetics are heavy and require robust, leak-proof packaging, which increases shipping costs and carbon emissions. The risk of spills and contamination also necessitates additional protective measures, further adding to the environmental and economic burden.
Mini has reimagined personal care for modern lifestyles with its refillable, solid-format travel kits—tailored for frequent flyers, digital nomads, and professionals on the move. Compact, durable, and water-free, these kits offer a low-waste, high-convenience solution that aligns sustainability with smart design.
Weight Reduction: Mini’s solid products are 85% lighter than traditional liquid versions, cutting transport-related emissions by 38%.
Packaging Efficiency: By eliminating the need for bulky, leak-resistant containers and protective filler, the brand reduced 92% of packaging materials like bubble wrap.
Supply Chain Optimization: With a 50% increase in pallet density, Mini slashed logistics costs by 30%, improving both sustainability and operational efficiency.
Mini’s travel kits prove that sustainability and convenience can go hand-in-hand. Through smart design and solid innovation, the brand has created a scalable model for reducing environmental impact while meeting the evolving needs of today’s conscious consumers.
Solid products are lightweight and compact, making them easier and cheaper to transport. They require less protective packaging and can be shipped in higher volumes, optimizing shelf space and reducing logistics-related emissions.
Most liquid cosmetics are packaged in plastic bottles and tubes, which are difficult to recycle and often end up in landfills. Only 9% of the 120 billion beauty packages produced annually are recycled, leading to significant environmental pollution.
P&G Beauty has taken a major step toward circular packaging with its large-scale Good Refill System, enabling consumers to refill durable aluminum bottles using lightweight, recyclable pouches. This initiative reimagines packaging for mass-market personal care while making sustainability accessible to millions of households.
Plastic Reduction: The refill pouches use 60% less plastic than standard bottles, helping divert over 12,000 tonnes of plastic waste annually.
Recycling Rate: With an 85% consumer participation rate in Europe, the program has become one of the most widely adopted refill systems on the market.
Circular Design: Reusable aluminum bottles withstand 50+ refill cycles, reducing lifecycle carbon emissions by up to 70% compared to single-use alternatives.
By embedding refill culture into mainstream brands, P&G demonstrates the power of innovation at scale—showing that even global players can lead the charge toward low-waste, low-carbon packaging solutions.
Solid Cosmetics: Minimalist and Sustainable
Solid cosmetics enable minimalist, plastic-free packaging. Many brands use compostable or recyclable paper-based materials, reducing global packaging waste by up to 60%. This shift not only benefits the environment but also aligns with consumer preferences for sustainable, zero-waste products.
Liquid cosmetics are prone to spoilage due to their high water content, which creates an environment conducive to microbial growth. This results in shorter shelf lives and increased product waste.
Belif has redefined skincare performance with its solid skincare pucks—a waterless, minimalist format designed for maximum efficacy and minimal waste. By concentrating active ingredients into a compact puck, Belif delivers long-lasting results while supporting sustainability across the product lifecycle.
Shelf Life: The pucks offer 24-month stability, double that of traditional water-based products, cutting spoilage rates from 8% to just 1.5%.
Waste Reduction: With 45% less product waste, consumers can fully use every gram—no leftover residue or product trapped in packaging.
Preservative-Free Formulation: The anhydrous design eliminates the need for synthetic preservatives, enhancing both safety and sustainability.
Belif’s success with solid skincare showcases the growing potential of high-performance, low-waste formats. It’s a compelling example of how brands can meet consumer demand for effective, eco-conscious products while extending product life and reducing environmental impact.
Solid cosmetics are naturally preservative-free and have longer shelf lives, with lower spoilage rates. This reduces overall product waste by up to 45%, making solid formats a more sustainable choice for both consumers and brands.
Consumers are increasingly prioritizing sustainability and transparency in their purchases. Gen Z and Millennials, in particular, are driving the shift toward solid formats, seeking products that align with their values and lifestyles.
Global haircare brand Kevin Murphy made a successful leap into solid cosmetics with the launch of its shampoo bars, positioning them as a sustainable, high-performance alternative to traditional liquids. Through targeted education, intuitive design, and consistent messaging, the brand turned consumer curiosity into long-term loyalty.
Adoption Rate: Within just six months of launch, 70% of existing customers made the switch to solid bars.
Customer Loyalty: A reported 89% satisfaction rate reflected strong approval for the bars’ eco-efficacy and performance.
Environmental Impact: The shift helped eliminate 3.2 million plastic bottles in 2024 alone.
Kevin Murphy’s success illustrates how brands can break down barriers to change by addressing consumer concerns head-on—making sustainability not just aspirational, but approachable and effective.
Education and creative packaging are key to overcoming adoption barriers. Travel-friendly, moisture-resistant packaging and clear communication about the benefits of solid cosmetics can help consumers make the switch.
As the demand for sustainable beauty grows, a new wave of brands is transforming the industry with solid-format innovations. These companies are not only minimizing environmental impact but also enhancing product performance, travel-friendliness, and consumer convenience. Here’s a closer look at the pioneers leading this shift:
Afterblow
Product Focus: Powder-based facial cleansers
Afterblow redefines skincare minimalism with its water-activated powder cleansers, designed to eliminate excess packaging and unnecessary ingredients. By removing water from the formula, Afterblow offers products that are ultra-lightweight, TSA-compliant, and highly concentrated—ideal for on-the-go lifestyles. The brand’s refillable containers and minimalist ethos cater to a generation seeking low-waste, high-performance solutions.
Dust & Glow
Product Focus: Shampoo bars with compostable wraps
Dust & Glow exemplifies how mission-driven innovation can redefine the haircare category. By choosing compostable paper wraps over plastic bottles, the brand has eliminated hundreds of thousands of single-use containers from the waste stream. Its bars are pH-balanced, vegan, and formulated for different hair types—proving that sustainability doesn’t have to sacrifice performance. Beyond product design, Dust & Glow’s emphasis on education, transparency, and ethical sourcing builds trust with consumers and sets a gold standard for small brands driving large-scale change.
MUDWTR
Product Focus: Solid-format beauty + wellness hybrids
Blurring the lines between beauty and nutrition, MUDWTR has entered the space with solid drink mixes and adaptogen blends that support skin, energy, and overall well-being. Packaged in compostable or refillable containers, these wellness products reflect growing interest in holistic routines that care for the body inside and out. MUDWTR’s functional formats reduce shipping emissions and appeal to health-conscious, sustainability-minded consumers.
Umai
Product Focus: Plastic-free solid haircare
Umai is making waves with high-performance, plastic-free haircare bars that combine salon-quality results with an uncompromising sustainability mission. The brand uses marine-safe ingredients, biodegradable packaging, and minimalist branding to attract conscious consumers. Each bar replaces up to two plastic bottles, helping users cut waste without changing their haircare rituals. With growing global recognition, Umai is becoming a category leader in eco-luxury haircare.
Jarsking is leading the charge in sustainable packaging, offering compostable trays, refill pods, and other innovative designs that help brands reduce their environmental impact. Their solutions are tailored to meet the unique needs of each brand, ensuring both functionality and aesthetic appeal.
As a leader in sustainable packaging, Jarsking partners with beauty brands to co-develop custom compostable trays and refill pods specifically designed for solid cosmetics. These plant-based solutions help brands minimize waste, reduce emissions, and meet the growing consumer demand for eco-conscious packaging.
Material Innovation: Made from renewable, plant-based materials, Jarsking’s trays are fully compostable within 180 days, reducing packaging-related carbon emissions by 92%.
Brand Impact: In 2024 alone, Jarsking enabled over 100 brands to transition from plastic to solid-format packaging, reinforcing their sustainability narratives.
Carbon Neutrality: These innovations support Science-Based Targets initiative (SBTi) compliance, helping brands progress toward net-zero supply chain goals.
By blending technical expertise with collaborative design, Jarsking empowers brands to stand out in a competitive market—transforming sustainable packaging from a challenge into a strategic advantage.
Jarsking works closely with brands to support their transition to solid cosmetics, whether they are launching new lines or converting existing SKUs. Their collaborative approach ensures that each brand’s sustainability goals are met with custom packaging solutions.
Jarsking’s expertise in packaging innovation enables brands to create products that are not only sustainable but also visually appealing and functionally superior. By partnering with Jarsking, brands can differentiate themselves in a competitive market and build loyalty among eco-conscious consumers.
Solid cosmetics offer significant environmental advantages over liquid formats, including lower carbon emissions, reduced water consumption, minimal packaging waste, and longer product longevity. These benefits make solid cosmetics the future of sustainable beauty.
With its Green Beauty Initiative, Garnier is setting a powerful example of how global brands can embed sustainability at every level of operations—from ingredient sourcing and manufacturing to consumer education and product design. The initiative is built on ambitious yet actionable targets aimed at reshaping the future of accessible, responsible beauty.
Plastic Reduction: Garnier has reduced virgin plastic usage by 48% since 2020 through a growing portfolio of refillables, concentrates, and solid formats.
Carbon Neutrality: The brand is on track for 100% carbon-neutral production by 2025, leveraging renewable energy sources and reforestation efforts across all factories.
Water Stewardship: By introducing anhydrous (waterless) formulations, Garnier has cut water use per product by 35%, contributing to broader water conservation goals.
Garnier’s approach combines scale, innovation, and transparency, making sustainability both achievable and replicable across the industry. The initiative not only aligns with evolving consumer expectations but also offers a scalable roadmap for other beauty brands pursuing long-term environmental impact.
Backed by growing environmental urgency and shifting consumer preferences, solid beauty formats are proving to be a high-impact innovation for sustainability in the cosmetics industry. Recent research highlights the measurable benefits:
Carbon Impact: Solid shampoos generate 92% less CO₂ than their liquid counterparts across production and transportation.
Water Savings: Switching to solid formats could save an estimated 6,500 liters of water per 10,000 kg of beauty products shipped—critical as water scarcity intensifies globally.
Waste Reduction: Solid cosmetics can reduce global packaging waste by up to 60%, especially as the plastic recycling rate remains under 9%.
Market Shift: Solid formats are projected to capture 25% of the $450B beauty market by 2030, fueled by Gen Z and Millennial demand for eco-friendly, minimalist products.
These data points present a clear call to action: solid beauty is no longer a niche—it’s the future.
To stay ahead of both regulatory shifts and consumer expectations, beauty brands must act now. Here’s how to lead the transition:
Transition to Solid Formats
Prioritize high-impact categories—like haircare, cleansers, and moisturizers—for conversion to solid or anhydrous forms. Not only do these formats reduce waste and emissions, but they also open new design possibilities for luxury and convenience.
Innovate with Packaging
Embrace compostable, recyclable, or refillable packaging to reinforce the sustainability of solid products. Consider using plant-based trays, molded fiber, or aluminum to enhance both functionality and eco-appeal.
Educate & Engage Consumers
Effective storytelling is key. Use social media, influencers, and in-store messaging to demystify solid formats, highlight performance, and showcase environmental benefits. Education builds trust—and trust drives loyalty.
Partner with Jarsking for Impact
At Jarsking, we specialize in co-developing innovative, sustainable packaging tailored to solid cosmetics. Our solutions help brands reduce their environmental footprint while elevating product design and consumer experience.
Explore our sustainable packaging catalog and connect with our team to co-create the next generation of eco-forward beauty. Together, we can build a cleaner, smarter, and more resilient industry.
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