Kao’s luxury beauty brand SUQQU adopts polypropylene resin for its latest compact, combining elegant design with recyclable, refillable packaging for sustainable innovation.
Kao Corporation, a major player in the Japanese cosmetics industry, has taken a meaningful step toward sustainability through its premium beauty brand SUQQU. The brand announced the adoption of recyclable resin for its latest compact powder packaging, setting a new standard for eco-conscious design in luxury beauty products.
Launching in June 2025, SUQQU’s Powder Blush Compact will feature a case made entirely from polypropylene (PP), a material prized not only for its durability and lightweight properties but also for its recyclability. This shift marks a departure from traditional compacts, which are often made from mixed materials that are difficult or impossible to recycle in standard systems.
The move aligns with Kao’s broader ESG strategy and its Kirei Lifestyle Plan, which outlines ambitious goals for reducing plastic waste and improving the sustainability profile of all its brands by 2030. The packaging change reflects Kao’s commitment to developing products that support a circular economy while maintaining the elegance and functionality expected by high-end consumers.
“Our design team prioritized both form and environmental function,” said a spokesperson from Kao. “The new PP compact delivers the sleek, minimalist aesthetic SUQQU is known for, while dramatically reducing its environmental footprint.”
To further encourage sustainability, the compact’s refillable structure remains unchanged, allowing users to replace only the makeup pan while keeping the outer shell. This design minimizes unnecessary waste and encourages long-term use—a key principle in sustainable packaging systems.
Industry experts note that recyclable resins like polypropylene are gaining traction across the cosmetics sector as more brands respond to regulatory pressures and changing consumer expectations. Particularly in markets like Japan and the EU, single-use plastics and non-recyclable materials are under scrutiny, pushing companies to redesign legacy packaging formats.
What distinguishes SUQQU’s initiative is its integration of environmental responsibility into a premium product category, where consumers typically expect luxury finishes and complex material constructions. By making sustainability a core feature of the brand experience—not a compromise—SUQQU is helping redefine what luxury packaging means in the 21st century.
Beyond environmental considerations, Kao has also ensured that the packaging meets high safety and performance standards. The new compact underwent rigorous testing to guarantee it protects the product’s integrity and withstands daily use. Consumers will not have to trade quality for sustainability, a barrier that often stalls adoption of green alternatives.
This announcement is part of Kao’s continuous investment in sustainable innovation, which includes exploring biodegradable materials, refill stations, and carbon-neutral production processes. The company sees packaging as a vital component of its product lifecycle strategy and aims to eliminate all non-recyclable plastic components across its portfolio in the coming years.
As sustainability moves from niche to necessity in the global beauty industry, Kao and SUQQU are proving that even the most refined products can—and should—embrace environmentally responsible packaging. Their latest compact is more than a makeup case; it’s a symbol of how form, function, and future thinking can coexist in modern cosmetics.
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