Shiseido halves plastic use with innovative LiquiForm pump packaging

JAPAN – Shiseido has introduced a breakthrough in sustainable beauty packaging by expanding its LiquiForm manufacturing technology to pump dispenser containers.

The innovative system merges bottle molding and filling into a single step, reducing plastic use by 56% and cutting CO₂ emissions by approximately 48% compared to conventional pump packaging.

These environmental performance metrics were independently verified using the SuMPO Environmental Product Declaration (EPD) system, which adheres to ISO 14025 standards.

Crucially, the new LiquiForm pump packaging retains the size and visual appeal of Shiseido’s existing containers while significantly lowering material usage.

The traditional two-part refill structure has been replaced with a flexible plastic refill pouch that connects seamlessly to a rigid pump top, allowing for more efficient material use without compromising form or function.

To meet Shiseido’s performance and aesthetic standards, the design team made enhancements to ensure the packaging offers durability, light protection, precise dispensing, and ergonomic usability.

These improvements help the company strike a balance between environmental impact and consumer experience.

Looking ahead, Shiseido plans to extend the LiquiForm technology to other product categories, including its Prestige brand lines.

“Moving forward, Shiseido will continue to develop cosmetics packaging that balances respect for and coexistence between people, society, the global environment, and the satisfaction obtained from high-quality design and feel,” the company said in a statement.

Consumer-centric design

Shiseido also placed a strong emphasis on ergonomic design. The company conducted usability tests based on hand shape and feedback from users to ensure the containers are comfortable to hold without increasing material volume.

In a four-week consumer survey involving 130 women aged 20 to 34 in Japan and China, Shiseido’s new LiquiForm pump packaging received overwhelmingly positive feedback.

Participants responded favorably to the product’s environmental credentials, with 88% indicating that the packaging appeared environmentally friendly.

The packaging’s design also resonated with perceptions of modernity and relevance. Approximately 89% of respondents felt that the packaging was well-suited to the needs and values of the contemporary age, highlighting its alignment with evolving consumer expectations.

When it came to tactile experience, 91% of participants described the packaging as pleasant and comfortable to the touch, underlining the importance of materials and finish in enhancing the overall user experience.

Additionally, 84% of respondents said that the packaging conveyed a “healing” sensation—an emotional response that reinforces the calming and self-care aspects of the product design.

These results suggest that the LiquiForm packaging not only meets functional and sustainability goals but also connects with consumers on a sensory and emotional level.

The LiquiForm technology initially debuted in 2022 with refill containers, and its latest application marks a major step in plastic-reduced beauty packaging.

Industry innovations in sustainable cosmetics

Beyond Shiseido, other players in the cosmetics space are embracing low-plastic solutions. Japanese beauty brand SUQQU recently launched a setting powder compact made from Eastman’s Cristal One copolyester, a recyclable alternative to ABS resin.

Eastman reports its material delivers better performance and recyclability compared to PET.

Meanwhile, UK-based Single Use Plastic Alternative Innovations unveiled a waterproof paper bottle for hand wash, coated with pine sap and topped with a reusable matte black metal pump — further highlighting the global momentum behind eco-conscious packaging.

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