structures and assess environmental performance. The aim is to ensure that packaging meets both brand and sustainability objectives without compromising functionality or consumer appeal. METSÄ BOARD’S NEW PACKAGING DESIGN STUDIO IN MILAN BRINGS PACKAGING DEVELOPMENT CLOSER TO CUSTOMERS In July 2026, Metsä Board opened a new packaging design studio in Milan to accelerate packaging development in close collaboration with customers, especially in its key European markets. The studio combines design expertise, material knowledge and AI-supported tools to help brands create more sustainable, efficient and high-performing packaging solutions. By enabling early testing and co-creation, it helps bring market-ready packaging innovations to life faster. As packaging requirements become increasingly complex, brands are looking for development partners that can combine creative design, technical performance and sustainability considerations from the earliest stages of a project. Located in one of Europe’s leading design hubs, the Milan studio provides a space where customers and Metsä Board experts can work side by side to explore new ideas and evaluate concepts before they move into production. CO-CREATING PACKAGING FOR REAL-WORLD PERFORMANCE The Milan studio is built for a new way of working. Instead of sequential development, design, materials and performance are advanced in parallel, making it possible to improve material efficiency while maintaining performance requirements. “Instead of developing solutions in isolation, we can test and refine them together, making sure they are ready for market introduction much earlier,” says Ilkka Harju, Packaging Services Director. “For brands in segments such as food, pharma and beauty, where packaging plays a critical role both functionally and commercially, this integrated approach is becoming essential.” Pushing the boundaries of cosmetics packaging design BEAUTY IN A BOX: FIVE TRENDS SHAPING COSMETICS PACKAGING Essi Arola, Sustainability and Packaging Director at Lumene, a Nordic beauty brand and leader in circular beauty, highlights five key trends influencing the future of cosmetics packaging. 1. Minimal Consumption Brands are seeking high impact with fewer resources. Lightweight and mono-material packaging solutions can help reduce waste and lower transport-related emissions, while still delivering an accessible sense of eco-luxury. 2. Reusable Packaging Refillable solutions are gaining momentum for products such as lipsticks, deodorants and powders. By replacing only the inner cartridge and keeping the outer container, consumers can extend packaging life and reduce the carbon footprint compared with single-use formats. 3. Fiber-Based Packaging Paper-based and fibre-based packaging made from paperboard, recycled paper or moulded fibre is becoming more prominent as brands look for ways to reduce plastic and improve recyclability. In cosmetics, product safety and hygiene remain essential, which means recycled materials must meet strict purity requirements. 4. Plastic-Free Alternatives Compostable, biodegradable and recyclable solutions are part of a broader shift towards packaging designed with its end of life in mind. These solutions aim to avoid landfill accumulation and support more circular material flows. 5. Innovative renewable solutions Lumene’s “circular beauty” strategy is reflected in packaging innovations made from renewable resources. Examples include a moisturiser jar and label made from wood-based residues, demonstrating how durable and functional formats can be redesigned to reduce fossil-based materials without compromising quality.
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