Solidu targets the US beauty market with its unique compostable packaging range

12-Oct-2023 - Last updated on 12-Oct-2023 at 14:15 GMT

By developing a solid hair and skincare line with fully compostable packaging for the beauty industry, Lithuanian player Solidu is setting its sights at the growing market for eco-friendly products in the North American cosmetics and personal care market.

Solidu’s founder, Vaiva Žvirblytė, explains about the long process to develop compostable packaging with the right qualities for the beauty market, what makes the material it created so unique, and expands on the company’s plans to become a more international operation with a broader portfolio of products.

The longer path to success

As Žvirblytė explains, because the company was founded with the intention of creating exceptional results as well as contributing to a positive change in consumer habits, the story has been far from an overnight success.

“Our packaging development journey took two years, during which time we collaborated closely with manufacturers to develop a unique compostable packaging solution and tailor it for cosmetics,” said Žvirblytė.

“Finding genuine sustainable options is very challenging, as many products in the market are misleadingly marketed as plastic-free or compostable while still containing non-compostable chemicals. Our rigorous development process ensured that Solidu packaging is 100% backyard compostable without any special facilities or conditions, making it a truly zero-waste solution.”

Packaging with shelf appeal and sustainability

The development time for the compostable packaging material reflects the fact that the team needed to come up with a material that was of high quality, unique and one that would stand out among a growing number of competitors.

“What sets Solidu’s packaging apart from other biodegradable or compostable options in the cosmetics industry is the complete compostable nature of our solution,” said Žvirblytė.

“Solidu products offer a unique and superior solution, not just in terms of performance but also in terms of sustainability. As we look to expand into the US market, we recognize the opportunity to fill the gap in sustainable solutions. We aim to partner with distributors and retailers who align with our Solidu values and can help us properly present our products on their shelves. We understand the challenges of entering a new market as outsiders, which is why we have started fundraising efforts to accelerate Solidu’s entry into the US market.”

Made from 100% compostable materials

What makes the company’s compostable packaging really stand out is that, although many competitors will only use partially compostable materials in their packaging, Solidu has developed a 100% compostable material for its primary packaging, something that gives the company a significant advantage when it comes to measuring the sustainability of a finished product.

“This means Solidu products arrive in a compostable box, leaving behind no waste other than a small peel-off label. We believe our dedication to a truly sustainable packaging solution sets Solidu apart in the market,” said Žvirblytė.

Filling the gap for sustainable solution in the US

Since its founding in 2018, Žvirblytė’s ambition has been to deliver and great results that change people’s habits. With this philosophy in mind, the company is now targeting expansion into the US market, where it is aiming to engage a growing band of environmentally conscious consumers.

“Solidu products offer a unique and superior solution, not just in terms of performance but also in terms of sustainability,” said Žvirblytė.

“As we look to expand into the US market, we recognize the opportunity to fill the gap in sustainable solutions. We aim to partner with distributors and retailers who align with our values and can help us properly present our products on their shelves. We understand the challenges of entering a new market as outsiders, which is why we have started fundraising efforts to accelerate Solidu’s entry into the US market.”

Broadening the portfolio

But the company’s plans for expansion do not stop with the US, as it also continues to expand its product portfolio beyond the already established hair care category, into personal care and skin care.

“We have exciting plans for the coming months. We are currently working on new Soldiu releases, such as lip balms and deodorants, which will be packaged in paper tubes,” said Žvirblytė.

“Additionally, we are about to launch a reusable, water-resistant Solidu travel case made from cork—a material that aligns with our commitment to sustainability. Furthermore, we have an abundance of Solidu product ideas, including face care, pet care, and kids’ care, among others. We believe that many products can be effectively formulated as solids, allowing us to continuously expand the Solidu product range.”