Kim Ridgway of Trinny London shares her insights on sustainable innovation and cross-industry inspiration, featured at London Packaging Week 2025, where the future of beauty packaging takes centre stage.
What was once overlooked is now in the spotlight - packaging speaks before the product does. No longer just a functional shell or a fleeting visual hook, it now carries the weight of consumer expectation and environmental responsibility. Today's shoppers are discerning and values-driven, looking beyond buzzwords to seek authenticity, transparency, and tangible impact. As sustainability shifts from aspiration to necessity, brands are being called to reimagine packaging not as an afterthought but as a living expression of their purpose.
This evolution demands a new kind of design language - one rooted in circular thinking, where every decision, from material sourcing to end-of-life strategy, is intentional. Smart, regenerative materials, refillable formats, and modular systems are not fleeting innovations but signals of a broader transformation. Circularity is no longer the exception; it is quietly becoming the standard.
Yet, in this shift, a delicate balance must be struck. Packaging must perform both environmentally and emotionally - inviting touch, sparking desire, and delivering ease. Beauty and utility still matter, perhaps more than ever, as consumers seek solutions that align with their values without compromising their experience.
Today, the most forward-thinking brands are those designing with depth and intention, creating packaging that doesn't just reduce harm but builds trust. Solutions that whisper rather than shout. That feels as good as they look. That reflects deeper care for the planet, the product, and the person holding it.
Among the inspiring voices shaping this evolving conversation is Kim Ridgway, featured as part of London Packaging Week's impressive conference agenda of over 70 speakers. As Head of Packaging Innovation at Trinny London, Kim brings over a decade of experience in cosmetic packaging, having worked with some of the industry's most recognisable names including Huda Beauty, Jo Malone, and The Body Shop. Her career is defined by a thoughtful balance of creativity and conscience, merging the allure of high-impact design with the demands of sustainable innovation.
As packaging becomes an increasingly central brand touchpoint, voices like Kim's offer expertise and perspective, reminding us that the future isn't only about what we create but how intentionally and imaginatively we do it.
Yet, with so much focus on function and compliance, there's a danger of falling into cycles of sameness, recycling the same materials, formats, and approaches without pushing past the familiar. For Kim, reigniting that sense of curiosity is essential. "I think it'd be good just to excite people about packaging again," she says. "People often get stuck in the same way of thinking and their business model instead of looking at what's out there and exploring other perspectives."
It's why she advocates for cross-pollination between industries, taking cues from sectors beyond beauty. "You can still take inspiration from the food and drinks sectors," she explains. "There are transferable ideas, especially around sustainability, material innovations, and closure developments." In a space that can easily become siloed, this willingness to seek out and apply inspiration from unexpected places opens the door to new ways of thinking and new packaging experiences.
Circular by design
At Trinny London, circularity isn't just a buzzword; it's been central to their skincare packaging from the start. "When we developed our skincare range, the circular economy was at the forefront of our thinking," says Kim. "We launched our skincare with a refillable pack, aiming to make it part of a lifestyle rather than just a product." The goal was to build loyalty by encouraging customers to keep, refill, and reuse familiar products. Refillable bottles were designed with removable, recyclable inner components, and even the typically throwaway minis were made refillable from the parent product - convenient, functional, and sustainable.
But innovation rarely comes without hurdles, especially amid the flood of new materials and packaging concepts. "Working on a brand-led team, we often get excited pitches - someone sees a 'sustainable sachet' or ‘biodegradable component’, but when you look into it, it's made from mixed materials and isn't supported in most countries," Kim explains. "You can't make claims about that, and that's where greenwashing becomes a concern." For her, having a clear strategy is essential: knowing which materials are truly recyclable in key markets and resisting the temptation to jump on every trend. "Let giants like Estée Lauder or Unilever invest in the R&D, and once it's proven viable, we'll look into it." For smaller brands, that caution avoids costly missteps and backlash.
Kim's approach is shaped by her experience across brands of all sizes. At Jo Malone, under Estée Lauder, she saw what large-scale investment in sustainability can achieve. At Trinny, where development teams are leaner, she's pragmatic: "We just don't have the resource to invest." Tooling for new materials can be prohibitively expensive, especially if they fail compatibility or moulding tests. Balancing ambition with feasibility is key to making ideas stick.
The customer also plays a central role. Trinny's audience, Kim notes, tends to be older and "a little wiser." Having lived through the rise of recycling, they're more open to refillable and reusable formats. Younger consumers, by contrast, often treat fashion and beauty as fast-moving trends with less brand loyalty. Making refillability stick is "a much tougher sell for those brands."
Still, Kim remains optimistic. She envisions a future where packaging is sustainable, human-centred, and creatively led. It's about cross-category inspiration, realistic ambition, and building trust. "Packaging doesn't just reduce harm," she says, "it builds trust" - reflecting care not only for the planet but also for the product and the people who use it.
Balancing compliance, creativity and consumer expectations
Sustainability is no longer a nice-to-have; it's an urgent necessity driven by tightening global regulations. Kim notes that many brands are still catching up after treating sustainability as optional for too long. In terms of beauty packaging, "we're slightly behind the curve in getting on top of it." She points to once-leading brands like REN and The Body Shop, saying both "have lost momentum" in refill and reuse.
Kim sees a particular opportunity to revitalise refill formats, which she says, "have felt very samey." Pouches are common but often unrecyclable, and pouring them into standard bottles lacks engagement. She sees space to "bring back excitement around the idea of refilling - how it works, how it looks," especially for younger consumers drawn to distinctive, standout packaging. "That’s where brands can innovate and differentiate themselves.”
But perception remains a barrier. Refillable makeup still sees low uptake. Kim says, “Making refill options simple and intuitive is key. If it’s not easy, consumers won’t do it.” This is why Trinny London has focused on categories where reuse is more readily adopted.
Kim also reflects on the shift in how we talk about sustainability. Early conversations centred on lifecycle analysis - carbon, water, energy - but, she says, “the average consumer doesn’t connect with terms like ‘carbon reduction’; they understand tangible things like ‘this bottle is made from recycled materials.’” Today, brands aim to balance sustainability with quality, using post-consumer recycled (PCR) content without sacrificing look or function.
It’s a delicate balance. “Some brands lost sight of the importance of quality, functionality, and aesthetic” during the first wave of green enthusiasm. Success means delivering on all fronts - performance, sustainability, and appeal. That’s especially tough for founder-led brands where, as Kim says, “founders want full visibility and don’t want to compromise on anything.” Yet compromises are sometimes necessary: PCR might cause slight greying in packaging, which can challenge consumer perceptions.
This trade-off becomes even more complex at premium price points. “At The Body Shop, sustainability was in the brand’s DNA, so consumers were more forgiving. If a bottle was slightly grey due to PCR, they accepted it, even expected it.” But for luxury brands like Jo Malone, where visual quality is paramount, “introducing recycled glass that changes perceived quality can be more problematic.”
Ultimately, Kim’s view is clear: there’s no one-size-fits-all approach. The path to sustainable packaging requires careful alignment between brand identity, consumer expectations, regulatory demands, and innovation. However, with strategic thinking and creative intent, the industry can move forward-building packaging that is as responsible as it is desirable.
Innovation through collaboration
Functionality is non-negotiable in packaging, but aesthetics carries equal weight in beauty. Managing a broad product range makes this balance even more complex, requiring every design to blend usability with visual appeal.
For Kim, innovation often starts by looking outside the beauty world. Reflecting on her time at Jo Malone, she recalls, “We looked at the drinks industry where they’re often a step ahead in glass finishes, techniques, and packaging innovations.” Inspiration can strike anywhere, from advent calendars to household brands like Joseph Joseph. “How can we apply these cross-industry learnings to cosmetics?” she asks. Events like London Packaging Week offer fertile ground for cross-pollination: “You might stumble across an idea in a completely different category that sparks something new.”
Smaller brands like Trinny London also have an edge in procurement. Unlike big players tied to fixed supplier lists, Trinny enjoys “the freedom to pursue new innovations if we spot something really exciting.” That openness fosters collaboration: “We give credit where it’s due and build relationships.” New supplier partnerships are vital, especially when old ones grow complacent. “A new partner can reinvigorate things with fresh thinking,” Kim says.
The packaging landscape has changed dramatically over Kim’s career. Her mother once worried a design degree would lead to “a job market stall,” but today, Kim sees a vast, creative, and strategic industry behind the scenes. “There’s a whole behind-the-scenes industry there,” she says, where imaginative formats constantly redefine the consumer experience. “There’s always something surprising to discover.”
Packaging is integral to the brand experience in beauty, and the innovation hasn’t peaked. Advent calendars are a clear example: “Five or six years ago, they’d probably make you cringe, but now they’re beautiful, elaborate pieces.” Post-COVID, brands have had to reinvent themselves, and packaging is often what “stops consumers scrolling on Instagram.” It must be “eye-catching, original, and clever.”
Supplier relationships are crucial. For Kim, they’re not just transactional but deeply collaborative. “We look for people who really understand our brand,” she says. What sets great suppliers apart isn’t flashy tech; it shows why an idea matters. “Demonstrate that you’ve taken the time to understand who we are, who our customers are, what our aesthetic is, and how we operate.” Even details like colour palette matter.
As the beauty industry evolves rapidly, PCD remains at the forefront—uniting the brightest minds, boldest ideas, and most forward-thinking suppliers in packaging. This trusted platform is why experts like Kim and innovative brands like Trinny regularly explore its supplier network, finding fresh inspiration and collaborations that push the boundaries of what’s possible.
PCD will return as part of London Packaging Week on 15 & 16 October 2025 at Excel London, once again setting the stage for groundbreaking ideas and next-generation design. From sustainable solutions to standout aesthetics, PCD London will continue to paint a compelling vision for the future of beauty packaging.