A water-resistant paper shower gel tube; a 500 ml cellulose-fibre eco-refill capable of withstanding multiple drops from over one meter; refilling cups and sample sachets made of 85% paper: these are the first industrial prototypes unveiled by the Pulp in Action consortium.

Tomorrow, many cosmetic products could be protected, shipped, and showcased in packaging made mostly from paper fibres, using little or no plastic! This genuine revolution could well stem from an innovative approach: “coopetition.” In a highly competitive environment, the consortium’s member companies have chosen to pool their resources, expertise, and testing protocols to progress together on so-called “pre-competitive” topics.

“As a key player in paper transformation, we believe the future lies in virtuous, recyclable solutions made from renewable resources. This project showcases the full potential of cellulosic fibre: evolving from a porous material to a functionalized one, and from a simple 2D sheet to 3D packaging,” explains Clémence Mazeron, R&D Project Manager at Gascogne Flexible, one of the consortium’s member companies.

Making paper functional

Since its creation, the consortium has launched numerous pilot projects, each focused on exploring a specific technical or material solution. In a landscape long dominated by plastics, everything had to be reinvented: methods, processes and testing protocols.

“The consortium faces a real challenge: endowing naturally porous cellulosic fiber with the barrier properties needed to protect and transport cosmetic products,” says Nina Conforti, Open Innovation & Impact Projects Manager at Laboratoires Expanscience.

This required functionalizing the paper with a bio-based coating to deliver the necessary barrier properties.

By pooling their efforts, consortium members were able to reach the volumes needed to drive this major transformation in the industry.

“There is plenty of media chatter about weakening environmental commitments. Yet we must not forget that, in industry, commitments are built for the long haul. The Pulp in Action consortium shows that delivering real results in this area demands sustained effort and perseverance,” stresses Emmanuel Guichard, General Delegate of the Federation of Beauty Companies (FEBEA). The French trade association supports the project led by (RE)SET, a consultancy focused on environmental transition.

Winning over consumers

The development of the first industrial prototypes marks a new milestone in the transformation of cosmetic packaging. Consortium members will now integrate these solutions into their own strategies.

The challenge now is to captivate consumers, inspiring a new appreciation for packaging that differs fundamentally from the plastic solutions they have known for decades. “Winning over consumers’ imagination is today the central challenge of the ecological transition,” notes Géraldine Poivert, CEO and Co-founder of (RE)SET.

This is why appeal is now central to the consortium’s approach, as it incorporates a new aesthetic of sustainability into its work.

“In just three years, Pulp in Action has sparked a genuine revolution and demonstrated the power of collective effort,” concludes Géraldine Poivert.