Beautycare packaging

Beautycare packaging plays a key role in how consumers experience a brand. From fragrances and skincare products to gift boxes and travel sets, packaging must combine premium shelf appeal with product protection, material efficiency and recyclability

Packaging is one of the most important parts of how consumers experience a beauty and personal care brand. Beautycare packaging must protect products during transportation, create a lasting impact on shelves and deliver a premium experience from first impression to unboxing.

Across the beautycare industry, brands are also rethinking their packaging to reduce material and plastic use, improve recyclability and provide evidence for their climate action claims.

Metsä Board’s lightweight paperboards, made from pure Nordic fresh wood fibre, are ideal for the demands of beautycare packaging, where shelf appeal, print quality and consistency are critical for brand success.

Metsä Board’s paperboards are ideal for beautycare packaging applications:

Fragrances and perfumes
Makeup and skincare products
Haircare and hair colour products
Toiletries such as toothpaste and soap
Travel sets
Gift boxes
Beautycare advent calendars

Why choose Metsä Board paperboards for beautycare packaging

1. Lower-impact packaging backed by verified data

Metsä Board’s production uses 93% fossil-free energy. Verified case studies show that switching to Metsä Board’s folding boxboards can reduce the carbon footprint of a fragrance carton by up to 60% compared with conventional boards.

2. Reduce material use while maintaining a premium shelf presence

Metsä Board’s lightweight paperboards are engineered for a high stiffness-to-weight ratio, helping reduce the packaging weight and material use without compromising structural performance, visual appearance or shelf impact. Excellent printability and surface strength support vivid graphics, colour accuracy and finishing effects such as embossing and foiling.

3. Fully traceable Nordic fresh fibre

The origin of the fresh wood fibre used in Metsä Board’s products is fully traceable, originating either from certified forests or from forest sources that meet the requirements for controlled origin (PEFC Controlled Sources or FSC® Controlled Wood).

4. Stable supply and consistent material quality

Sourced from Nordic forests with an ownership base of approximately 90,000 private forest owners, Metsä’s fresh wood fibre supports a steady supply of high-quality raw material. Combined with an integrated Nordic value chain and a multi-mill production network, this helps ensure long-term supply reliability for beautycare brands.

5. Support for evolving regulatory and EPR requirements

New requirements linked to PPWR, EPR and recyclability mean that packaging material and design choices now carry greater implications for compliance and future costs. Metsä Board’s recyclable fresh fibre paperboards can support material and plastic reduction and help brands prepare for future EPR fee models in which packaging weight and recyclability are expected to play a greater role.