When it comes to reshaping consumer behavior, Generation Z is leading the charge—and their influence is being felt in every industry, especially beauty and cosmetics. Born between 1997 and 2012, Gen Z consumers are conscious, digital-first, and purpose-driven, making sustainability more than just a trend—it’s a lifestyle.

One area where this is especially evident? 

From refillable lipstick tubes to compostable eyeshadow palettes, Gen Z isn’t just buying products—they’re buying values. Let’s dive into why Gen Z is obsessed with sustainable beauty packaging, and what brands need to do to meet their expectations.

? Sustainability Isn’t Optional—It’s a Requirement

Unlike previous generations, Gen Z expects brands to prioritize the planet. They don’t view sustainability as a bonus—it’s the bare minimum. According to a report by First Insight, 73% of Gen Z consumers are willing to pay more for sustainable products.

When it comes to makeup, this means:

• Zero-waste packaging

• Recyclable or biodegradable materials

• Minimal plastic usage

• Refillable containers

• Ethical sourcing and cruelty-free labeling

Eco-friendly packaging becomes a key buying decision, not just a nice-to-have feature.

? The Rise of Minimalist & Sustainable Aesthetics

Gen Z is aesthetically sophisticated. They love brands that combine minimalism, transparency, and eco-conscious design. For them, beauty isn't just about how a product looks—it’s about what it stands for.

Examples of packaging styles Gen Z gravitates toward:

• Kraft paper tubes with soy-based inks

• Refillable compacts in sleek, matte finishes

• Glass containers instead of plastic

• Magnetic closure rigid boxes made from FSC-certified boards

• Mylar bags with recyclable zippers for sample sizes

✅ Want packaging that reflects your values and looks beautiful? Explore custom sustainable packaging at Polo Packaging.

? Social Media & The Unboxing Experience

Gen Z doesn’t just unbox—they document it.

On platforms like TikTok and Instagram, the unboxing moment has become a content opportunity. A well-designed, eco-friendly package:

• Feels authentic

• Looks great on camera

• Reinforces brand values

• Drives shares, likes, and trust

A compostable mailer or elegantly designed recyclable rigid box can drive more engagement than the product inside.

“Eco Aesthetic” is a trend—and packaging is the gateway.

? What Gen Z Looks for in Eco-Friendly Makeup Packaging

Here are the core values Gen Z prioritizes when evaluating beauty packaging:

1. Transparency

They want to know where materials come from. Packaging labeled “FSC-certified,” “made with recycled content,” or “plastic-free” helps build credibility.

2. Functionality

Sustainable shouldn’t mean flimsy. Packaging must protect products effectively while maintaining its green appeal.

3. Refillability

More brands are offering refillable lipstick tubes, reusable palettes, or modular designs that let consumers swap out colors without tossing the entire product.

4. Ethics

Beyond the box, Gen Z expects brands to be cruelty-free, vegan, and inclusive.

? Real-World Examples

Some brands making major waves with eco-conscious packaging include:

• Rituel de Fille: Uses minimal plastic and recyclable glass

• Elate Beauty: Offers bamboo compacts and refillable packaging

• Axiology: Their balmies come in compostable, zero-waste tubes

• Lush Cosmetics: Famous for solid, package-free makeup

Gen Z doesn’t want packaging that ends up in landfills—they want it to tell a story of sustainability.