UK-based innovation consultancy Morrama teamed up with Chinese manufacturer PPK to create a beauty packaging collection that includes paper-based refills. It includes what Morrama says is the “first refillable lipstick with paper inner”.
Maya is a new range of refillable beauty packaging developed by UK-based industrial design agency Morrama and Chinese packaging supplier PPK. Comprising a lipstick, make-up palette, jars and pump bottles, the range was on show at Cosmoprof Bologna earlier this month.
“The idea was to design refillable packaging, but to also reduce the amount of packaging used over the products’ lifetime,” Morrama Founder and Creative Director Jo Barnard tells Luxe Packaging Insight. The agency typically develops bespoke packaging – such as for UK brand Wild, which offers a refillable deodorant in an aluminum case – this is the first time the company has created shelf-ready packaging.
The Maya range stands out for its use of cellulose pulp refills made of bamboo and sugarcane waste. It features what Morrama says is the market's first refillable lipstick with paper inner. “Often, refills integrate technical parts and centralize the innovation, while the case is just a sleeve. We opted to make our refills as simple as possible,” says Barnard. The refills for lipsticks and solid formulas are 100% paper, while the pump bottle and jar refills have a thin PP or PET coating. PPK is working on a 100% plastic-free refill for next year, exploring plant-based and bio-PP barrier options, according to Barnard.
With this patented design, consumers will be able to switch their lipstick shades daily: separate board-based packaging enables the refills to be removed and stored like crayons.
The packs themselves can be made of PP, PET, ABS or PMMA, says Barnard, with PCR an option. The make-up palette, for example, is made of PCR ABS with paper refill pans, although an aluminum version is in the works.
The packs can be decorated with custom Pantones, gradient, transparent, full water transfer and screenprinting.
