Sabic, Estée Lauder, Albéa & Origins collaborate to unveil recyclable beauty tube pack

Premium brand packaging tube made with certified circular polyolefins

Estée Lauder
Origins will be the first prestige beauty brand to use certified circular polyolefins from Sabic’s Trucircle portfolio. Photo - Sabic

Saudi Arabia based diversified chemical manufacturer Sabic announced its collaboration with The Estée Lauder Companies (ELC), a global leader in prestige beauty, global skincare brand Origins Natural Resources, and beauty packaging manufacturer Albéa for the upcoming 2021 market debut of an advanced beauty tube pack for Origins. According to Sabic, Origins will be the first prestige beauty brand to use certified circular polyolefins from Sabic’s Trucircle portfolio to launch a tube pack format of its global best-selling Clear Improvement Active Charcoal Mask.


Origins will be using tubes made from certified circular polyolefins manufactured by Sabic due to a recycling process. The new packaging cap will be made from certified circular Polypropylene (PP), while the tube structure is made from certified circular Polyethylene (PE). The company said its advanced recycling technology regenerates hard-to-recycle plastics, which would otherwise be destined for incineration or landfill. It breaks them down to produce purified chemical products, which are then used as a feedstock to recreate high-performance plastics akin to virgin material – in this case, polyethylene and polypropylene.

Sabic’s certified circular polyethylene and polypropylene are part of its Trucircle portfolio of circular solutions. Through this innovative technology, Origins, ELC, Sabic, and Albéa are pushing the pace of development needed across the value chain to drive a circular plastic economy.

“At The Estée Lauder Companies, we approach sustainable design options for our prestige and luxury packaging with a spirit of collaboration. To further our focus on reducing the potential environmental impacts of a package across its lifecycle, we are proud to partner with Sabic and Albéa on Origins’ industry-first sustainable packaging innovation,” states Sushil Iyer, vice president, Global Packaging, The Estée Lauder Companies. “Exploring the uses of Post-Consumer Recycle – PCR – is an incredible resource to drive our sustainable packaging goals, and we are excited to bring a more advanced recycled PCR solution to market.”


In line with ELC’s sustainable packaging goals, which include increasing the amount of post-consumer recycled (PCR) material in its packaging, the strategic partnership will further Origins’ commitment to convert at least 80% by weight of its packaging to recyclable, refillable, reusable, recycled or recoverable by 2023. The masking beauty leader’s long-term goal is to convert all of its current mask tube packs to include recycled plastic by 2023.

“Respect for our planet is ingrained into our brand’s DNA. It guides all that we do and is reflected in our Origins offerings, which is why we’re excited to partner with Sabic and Albéa and provide our consumers with a safe, high-quality and sustainable packaging solution that reduces our impact on the environment,” says Francesca Damato, Origins’ vice president for Global Marketing and Product Development. “Together, we have an exciting opportunity to define how the prestige beauty industry can create attractive as well as responsible packaging that pleases both consumers and the planet. This is a significant first step in the transition towards a circular economy, helping to close the loop on plastic waste.”

Mark Vester, Circular Economy leader at Sabic, adds, “The new Origins packaging is the result of true collaboration and innovation, and another step forward to closing the loop on used plastics. We are committed to collaborating with partners across the value chain in working towards a more sustainable, circular future.”

“Albéa has been at the forefront of sustainable development in packaging for many years and was the first beauty packaging company to commit to making their solutions 100% circular by 2025. This breakthrough with Origins, The Estée Lauder Companies and SABIC is an industry-first – paving the way for the use of advanced recycled, post-consumer waste into prestige beauty packaging thanks to an innovative source of high-quality resins,” emphasizes Stéphane Barlet, vice president of Sales, Albéa Americas. “This co-development also highlights the importance of partnership and audacity across the value chain, which is crucial for accelerating the transition to recyclable and reusable packaging.”

Sabic’s Trucircle offering spans from design for recyclability services and mechanically recycled materials to certified circular products from chemical recycling of used plastics and certified renewable polymers from bio-based feedstock. Sabic’s certified polymers are based on a mass balance approach. This widely recognized international sustainability certification scheme verifies that the mass balance accounting follows predefined and transparent rules. In addition, it provides traceability along the supply chain, from the feedstock to the final product.

Since the launch in late 2019, Sabic’s Trucircle portfolio has received unprecedented demand from businesses from a wide range of industries looking for commercially viable solutions and more considerate of our environment to work towards a circular, transparent and sustainable economy for plastics.

Sabic is a global leader in diversified chemicals headquartered in Riyadh, Saudi Arabia. The company manufactures globally in the Americas, Europe, the Middle East, and the Asia Pacific, making distinctly different kinds of products such as chemicals, commodity and high-performance plastics, agri-nutrients, and metals.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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