The personal care industry generates approximately 120 billion packaging units annually, with a significant portion ending up in landfills due to limited recyclability, as reported by the nonprofit 4Ocean. In response to growing environmental concerns, 81% of beauty product consumers believe the industry should actively reduce plastic packaging, according to a consumer survey conducted by CleanHub.
Addressing this demand, wellness and personal care brand überlube has introduced a new paper tube packaging design, replacing traditional plastic packaging to enhance sustainability while maintaining product integrity and brand aesthetics.
Commitment to sustainability
“überlube transitioned to a paper tube design as part of our ongoing commitment to sustainability and reducing environmental impact from plastic packaging,” said Sloane. “We sought a packaging solution that maintains the integrity of our design and supports our signature glass bottle.”
The new packaging serves as a protective outer shell for the product and functions as a storage and display option. The shift to paper tubes reflects a broader industry trend toward reducing plastic waste while meeting consumer expectations for premium product experiences.
Beyond packaging, überlube has implemented additional sustainability measures, including sourcing raw materials from local suppliers to reduce the carbon footprint of transportation. “Over 80% of our products are produced or sourced within the United States,” Sloane noted. The company also collaborates with its bottle supplier on recycling and reuse programs to minimize waste.
Ensuring product protection
Utilizing high-quality, durable paperboard to maintain product safety, “the tube offers a sturdy outer shell that shields the glass from impact and pressure,” Sloane explained. “The interior is designed to cradle the bottle, minimizing movement and reducing the risk of breakage.”
The packaging underwent rigorous testing to meet the ISTA 3A standard, which simulates transport conditions to assess durability and reliability.
Development and challenges
Creating the new packaging required balancing sustainability, functionality, and aesthetics. “We tested various materials and structural designs to find the optimal balance between strength and visual appeal,” said Sloane. One of the challenges was securing the bottle without excess interior padding, prompting refinements in fit.
Additionally, user testing led to an unexpected design change. “As a result of user testing, we decided to reverse the top and bottom of the tube to prevent the bottle from possibly falling during the unboxing process,” she explained. While the revision added time and money to the packaging redesign process, she added, it was “all worth it for better results.”
Industry impact and future trends
Sloane asserted that this shift to sustainable packaging will influence trends across the wellness and beauty sectors. “As consumer demand for eco-conscious products continues to rise, überlube’s shift to paper tube packaging sets a powerful precedent in the sexual wellness industry,” she said. “This move encourages mainstream retail to take another look at the luxury sector of sexual wellness with a focus on premium quality and performance.”
She confirmed that the company anticipates this transition will inspire broader packaging innovations, encouraging brands to prioritize sustainability and consumer experience.
Looking ahead
As sustainability remains a key focus in the wellness and personal care industries, überlube continues to drive innovation in packaging solutions. “Ultimately, we believe that brands have a responsibility to care for both people and the planet, and we’re excited to be part of a movement that shapes a more sustainable future for wellness and personal care,” Sloane concluded.