Sustainable luxury brands connecting convenience & responsibility
Luxury today is about more than just price, heritage or exclusivity. Today, it’s about intention. From how materials are sourced to how products are shipped, the new wave of sustainable luxury brands is proving that elegance and ethics can, and should, go hand in hand. These brands are making deliberate choices — from removing plastic packaging to designing for circularity — showing that responsibility is now among the highest forms of refinement.
“Sustainability is easy to talk about, but difficult to show.”
— Katheriin Liibert, Head of Marketing at Woola
At Woola, we work with premium brands that want to protect their products in transit, without compromising their values or their aesthetic. Our clients are shifting away from petrochemical-based plastics toward circular materials that reflect their broader mission.
LVMH: the luxury powerhouse of sustainability
LVMH (Louis Vuitton Moët Hennessy) is the world’s largest luxury group, comprising over 75 prestigious houses (called Maisons) across fashion, beauty, jewellery, and spirits. Yet despite its scale, LVMH has taken a strong leadership position on environmental issues, most notably through its LIFE360 programme. LIFE360 is a comprehensive roadmap outlining how each Maison will reduce environmental impact across the value chain.
One of LIFE360’s most notable goals is the elimination of virgin fossil fuel-based plastic in packaging by 2026. This commitment touches every product, from high-end skincare to fine jewellery. But transformation at scale isn't easy, especially in an industry known for its attachment to tradition. That’s why innovation partnerships are key.
In 2023, Woola won the “Sustainability & Greentech” category of the LVMH Innovation Award, selected from more than 1,300 global startups. Shortly after, Woola joined La Maison des Startups, LVMH’s accelerator housed at Station F in Paris. Here, collaboration is the goal — startups and Maisons work side by side to pilot new ideas that marry function with beauty.
“When the marketing director, financial director, logistics director, and so on take the environment into account when making a decision, then life will be beautiful.”
— Sylvie Bénard, former Environmental Director at LVMH
For LVMH, Woola offers a compelling solution to a very real problem: how do you ship delicate luxury items without plastic? Woola already works with three houses of LVMH, including the new-age drinks brand CRAVAN.
Maison Matine: fragrance with ethics and artistry
Maison Matine isn't your typical fragrance house. This brand challenges the conventions of luxury perfumery by being bold, ethical and refreshingly transparent. Each scent is co-created with independent perfumers in France, packaged in recyclable glass bottles with recyclable caps, and finished with colourful labels that tell a story.
Maison Matine is as much about the experience as it is about the scent. That’s why their shipping experience had to reflect the same level of care and creativity.
When Maison Matine began using Wool Envelopes, they transformed a routine parcel into a moment of delight. The wool fibres offer protection and personality, the tactile softness and natural scent elevate the experience without relying on plastic or synthetic fillers.
“We strive to produce as little waste as possible and to use as little plastic as possible. That’s why the conventional bubble wrap envelopes we used previously were not a great fit.”
— Marie Kellou, Creative Director and Co-founder of Maison Matine
Packaging, for Maison Matine, is a form of communication. Their customers are younger, value-led, and fiercely loyal to brands that walk the talk. With Woola, Maison Matine enhances its storytelling from the product page to the parcel. Every touchpoint is an invitation to feel good about your choices.
Stella McCartney: Sustainability stitched into every fibre
Stella McCartney has long been considered a pioneer in sustainable luxury fashion. Known for her strong ethical stance against animal cruelty and her ongoing work to reduce fashion’s environmental footprint, McCartney has helped shift the industry standard. From regenerative agriculture to plant-based textiles, the brand's innovations span materials, manufacturing and now, packaging.
McCartney’s philosophy is grounded in creating beautiful, desirable products that tread lightly on the planet. Sustainability is the foundation of the brand’s design process. Stella McCartney continues to push boundaries with the most progressive materials available, all of which are cruelty-free and selected with circularity in mind. Their team also leads with transparency — committing to diligent reporting, measurement, and supply chain traceability to improve visibility across every step of production.
This commitment extends to packaging too. With ecommerce playing a larger role in how luxury reaches customers, packaging becomes part of the brand experience. Stella McCartney sets a standard for how high-end design and low-impact practices can coexist beautifully, offering a blueprint for the rest of the industry.
Harper Kendall: Conscious beauty with a premium finish
Harper Kendall is a rising name in the luxury beauty space, known for their elevated formulas and elegant, slow-crafted brand identity. While still an emerging player, they’re already making strong sustainability choices — from high-quality ingredients to carbon-aware production methods. As a brand currently in conversations with Woola, Harper Kendall is exploring how their packaging can reflect the same integrity and thoughtfulness found in their product design.
Their interest in plastic-free packaging speaks to a wider movement in luxury skincare, beauty with backbone. If the partnership goes ahead, it will mark another example of how luxury brands are rejecting default packaging in favour of design-forward, sustainable alternatives that truly feel premium.
Harper Kendall also works with WeForest to restore the Casamance Mangroves in Senegal. Through their integration with Shop Pay, the brand empowers customers to reduce the environmental impact of their deliveries at no extra cost. Each purchase helps rebuild habitats for endangered wildlife, grow fish populations through sustainable harvesting, and capture carbon dioxide emissions from shipping. It’s a small checkout choice that supports a much larger climate solution — one parcel at a time.
Mircea: Redefining ritual through design and scent
Mircea is turning the humble body wash into an object of luxury. This brand takes everyday rituals — like the morning shower — and transforms them into moments of beauty and care. With its refillable glass bottles and rich, genderless scents, Mircea is one of the most design-forward personal care brands in Europe.
They’ve also taken a firm stand against waste by using refill systems. Mircea ensures that every touchpoint — from formulation to fulfilment — feels intentional. It’s truly beauty as architecture, structured, thoughtful and built to last.
RVDK Ronald van der Kemp: Couture meets circularity
RVDK Ronald van der Kemp is a movement of sustainable high fashion. Founded by Dutch designer Ronald van der Kemp, the brand is known for its radical approach to sustainability in haute couture. Every piece is created from existing fabrics, and vintage materials, turning fashion waste into one-of-a-kind statements. RVDK’s philosophy is uncompromising: ethical, glamorous, and unapologetically bold.
This ethos carried over into the brand’s collaboration with luxury fragrance house SALLE PRIVÉE and master nose Isaac Sinclair, where they co-created a perfume that is both couture and conscious. The project demanded packaging that reflected the same level of craftsmanship and care for the planet. Our wool-based packaging was selected to protect the fragrance and complete the narrative — zero plastic, zero compromise.
For a brand like RVDK, where every detail is a declaration, choosing Woola was a natural fit. It allowed the packaging to be part of the couture experience. The custom wool pouch is tactile, luxurious, and fiercely sustainable. Together, RVDK, SALLE PRIVÉE and Woola redefined what a fragrance packaging could look like in the age of conscious luxury.
“A lot of things happening in sustainability are not so attractive. But if we can make it attractive — and if we can make people not think about it — then it becomes normal.”
— Ronald van der Kemp, Founder of RVDK Ronald van der Kemp
Sustainable packaging is the new luxury standard
These brands — LVMH, Maison Matine, Harper Kendal, Mircea, Stella McCartney, and RVDK Ronald van der Kemp — are leading the way in defining a new era of luxury. One where convenience and responsibility are inseparable. One where every product, every shipment, and every choice is an opportunity to do better.
At Woola, we’re proud to support sustainable luxury brands with packaging that is high-performing, memorable, and better for the planet. Our wool-based solutions offer premium protection without plastic, helping brands deliver their values with every parcel.
If you’re ready to follow their steps into a more sustainable future, request a free Woola sample today, or discover how we can customise your Woola packaging.