Smurfit Kappa seeks to capitalise on online beauty boom with new dedicated packaging portfolio

Packaging supplier Smurfit Kappa is seeking to grab a bigger bite of the booming beauty-e-commerce market with the launch of new fully circular range of sustainable packaging solutions specifically for online retail.

The customisable eHealth & Beauty portfolio includes sustainable, paper-based packaging solutions for shipping vulnerable products, such as fragrances, cosmetics, and skincare, as- well-as tamper proof packaging for vitamins, supplements and sports nutrition.

The health and beauty e-commerce market in Europe is one of the largest and fastest growing categories, valued at €17.6 bn in 2020.

With online purchasing set to continue, the growth presented “a significant opportunity for retailers to capitalise on,” Smurfit Kappa said.

Recent research by Smurfit Kappa also revealed increasingly-high consumer expectations around parcel packaging, with 69% saying they preferred paper-based packaging for sustainability reasons, while 80% said they expected their parcels to arrive in “perfect condition.”

The new portfolio has been designed to addresses these demands along with other key e-commerce changes including product damage, void fill, and sustainability.

The portfolio’s new Tamper Evident Pack features a double self-locking mechanism that does not require tape, and is easy to return, while the Beauty Sleeve has been specifically designed to protect small products, such as skin care and cosmetics while still looking the part.

Commenting on the announcement, Smurfit Kappa Vice President of Innovation and Development Arco Berkenbosch said: “In the health and beauty segment the speed to market needs to be combined with a unique consumer experience.

“Our new eHealth & Beauty product range offers exciting, fit-for-purpose and bespoke packaging solutions, that are suited to different size businesses from entrepreneurs to globally recognised brands.”