Los Angeles-based Alder Packaging has collaborated with WWP Beauty, formed from two manufacturing facilities recently purchased by AMPAC.

The alliance aims to create a factory direct pipeline for sustainable packaging to Alder’s expanding customer base and to accelerate innovation within responsible packaging manufacturing.

Alder has also expanded their team for West Coast and East Coast sales in the US.

Alder CEO Jerome Fraillon commented: "It is an immense honour to support WPP’s customers through this transition and embark on this journey together. We are committed to delivering environmentally-friendly packaging solutions for all ongoing and upcoming projects."

In early 2023, Alder partnered with Axilone Group, a luxury cosmetic packaging company, to leverage its industrial footprint in Europe and China.

The company was founded in 2022, offering sustainable packaging across all product formats and brands of any size.

Sustainable beauty packaging is an area of rapid industry innovation, with major focus on refillable products.

Recent years have seen beauty packaging recycling schemes being launched by M&S and John Lewis.

Beauty Kitchen founder Jo Chidley previously told Packaging Gateway that “Packaging has always been a secondary concern within [the beauty] industry, which has been driven by marketing rather than corporate social responsibility or a sustainability team.”

GlobalData finds that most consumers agree they are more loyal to brands that support environmental matters, creating an incentive for beauty brands to align with sustainable principles to attract and retain a loyal consumer base.