10 Sustainable packaging brands redefining what's possible
As the consumer mindset changes, customers demand that large companies and brands take meaningful climate action. But it can be overwhelming to know where to start.
One of the biggest impact areas where you can make a difference fast is packaging. Packaging is used throughout your supply chain, all the way up to your customer’s doorstep.
At Woola, we know that sustainable packaging is the song of the future. We turn waste wool into sustainable, beautiful alternatives to plastic bubble wrap.
But we’re not alone.
Globally, a new generation of sustainable packaging brands is rising, driven by circular design, material innovation, and a vision for a better planet for all. Let’s look at some brands that value sustainability and could inspire your packaging revolution if you're in industries like cosmetics, accessories, small electronics, jewellery, watches, supplements, or luxury products.
Woola (Estonia)
Material used for packaging: Wool and paper
Products: Wool Envelopes, Bottle Sleeves, Bubble Wool, and custom Wool Boxes
Let's start at home.
At Woola, we're rethinking plastic altogether by transforming unused wool from Estonian sheep farms into sustainable protective packaging that looks phenomenal.
Our solution replaces bubble wrap and polystyrene with a biodegradable material that’s shock-absorbing and, honestly… a delight to unbox.
We work with multiple ecommerce brands across the globe — from those that ship thousands of parcels a month to local department stores — and we’re doing this to solve a major problem: climate change.
Burning fossil fuels is the primary source of anthropogenic CO2 emissions, contributing to global warming. As demand for gasoline declines, producing more plastic is the Plan B of the Big Oil industry.
We’ve replaced over 200,000 m2 of bubble wrap with sustainable, reusable, and home-compostable wool packaging.
What Woola works best for: Cosmetics, jewellery, small electronics, supplements, and luxury products.
Our ideal client: Brands that ship 10K+ parcels annually, looking to make a difference and wow customers with sustainable values in action.
Paptic® (Finland)
Material used for packaging: FSC® certified wood fibres
Products: Bags, pouches, and mailers
Paptic makes different sustainable packaging materials out of wood fibres. Its packaging is strong, lightweight, and designed to run on existing machinery, making it easier for supply chain teams to switch to more sustainable packaging without significant infrastructure overhauls. Implementing Paptic seems seamless and cost-effective.
What makes them great: Their materials have been successfully implemented in retail carrier bags, dry food packaging, and product packaging. Paptic is also replacing plastic garment polybags with its products.
Flexi-Hex (UK)
Material used for packaging: FSC® certified paper
Products: Honeycomb fillers and sleeves
Flexi-Hex's honeycomb-like paper sleeves are suitable for protecting fragile items with an elegant, minimal aesthetic.
These sleeves were initially built for surfboards and wine bottles, but they have quickly grown into more extensive fields where function, form, and sustainability are required. The sleek design allows consumers to reuse them frequently.
What makes them great: Flexi-Hex packaging seems to be especially loved by the boardsports and beverages industries, as well as electronics and glass-based cosmetic product brands, as it emphasises presentation and protection.
Mushroom Packaging (USA)
Material used for packaging: Mycelium (mushrooms) and agricultural waste
Industries: Moulded casing, coolers
Mushroom Packaging is fast becoming a favourite sustainable alternative for brands looking for moulded packaging that can be composted at home.
Their products are grown from agricultural waste and mycelium, which offers excellent support and insulation levels similar to styrofoam.
What makes them great: Mushroom Packaging is great for protecting glass products, such as beverages, candles, and beauty products. They focus on working with brands with a strong sustainability narrative.
Releaf Paper (Ukraine)
Material used for packaging: Paper made from fallen leaves and recycled fibres
Products: Retail bags, ecommerce mailers, wrapping paper, notebooks, corrugated boxes
Releaf Paper transforms urban leaf waste into high-quality, tree-free paper products. Their packaging solutions are not only biodegradable within 40–55 days but also fully recyclable, offering a sustainable alternative to traditional paper and plastic packaging. With a natural kraft appearance, these products align with eco-conscious branding and storytelling
What makes them great: Ideal for brands aiming to enhance their sustainability credentials, Releaf Paper's innovative use of fallen leaves reduces deforestation and lowers CO₂ emissions by up to 78% compared to conventional paper production. Their packaging is both functional and environmentally responsible, making it a compelling choice for businesses committed to sustainable practices
Planet Protector (Australia & New Zealand)
Material used for packaging: Wool, plastic, and carton
Products: cold chain packaging solutions
Planet Protector is a market leader in sustainable thermal packaging. Their products are designed to protect temperature-sensitive products like food and pharmaceuticals, replacing the need for polystyrene.
What makes them great: They’re ideal for keeping refrigerated products like meat and seafood cool during shipping. Planet Protector packaging has outperformed competitors that use fossil fuel-based insulating materials.
EcoEnclose (USA)
Material used for packaging: Seaweed, virgin and recycled plastic, paper
Products: Retail boxes, pallet wrap, paper pouches, mailers, inner packaging, and more
EcoEnclose offers a wide range of sustainable packaging solutions and drives a tremendous educational voice through the sustainability market.
EcoEnclose’s primary role is to explore, evaluate, and catalyse emerging materials to achieve their long-term vision of creating a circular packaging industry. They're biased toward action, choosing progress over perfection.
What makes them great: They're loved for their pragmatic, information-rich and transparent approach to sustainable packaging.
Cruz Foam (USA)
Material used for packaging: Compostable foam made from upcycled food waste, including chitin from shrimp shells
Products: Protective foam inserts, insulated shipping containers (Cruz Cool), wine shippers (EcoVino), and customisable cushioning solutions.
Cruz Foam offers a sustainable alternative to traditional plastic foams like expanded polystyrene (EPS) and expanded polyethylene (EPE). Their products are crafted from 70% upcycled food industry waste, primarily chitin, which is a biopolymer found in shrimp shells. This innovative material is industrially compostable, breaking down in approximately 100 days under composting conditions, and can be integrated into existing manufacturing processes without the need for new equipment.
What makes them great: Cruz Foam's solutions are ideal for brands seeking high-performance, sustainable packaging that aligns with environmental values. Their products have been recognised for excellence, including being named to TIME's Best Inventions of 2023. With clients like Verve Coffee Roasters and Real Good Fish, Cruz Foam demonstrates a commitment to reducing plastic waste while delivering superior product protection.
Rollor (Netherlands)
Material used for packaging: FSC® certified paper
Products: Custom rolling boxes for clothing
Rollor's unique rolling technique prevents creasing during shipment, making it ideal for fashion and accessory-based retailers. They have mastered the problem of void-filling materials by diminishing the need for filling.
What makes them great: They're ideal for clothing and drinks brands prioritising presentation and functionality.
Rollor
Better Packaging Co. (New Zealand)
Material used for packaging: Ocean plastic, waste, paper, bamboo, PLA and PBAT
Products: Mailers, bags, labels, and tape
Another globally recognised brand, Better Packaging Co., combines innovation with bold storytelling. Their POLLAST!C Project (pollution plastic) recycles plastic waste collected by a network of individuals from coastal communities in Southeast Asia, regions with no formal waste management infrastructure, responsible for most of the world’s ocean plastic.
Beyond this mission-oriented approach to the circular economy and proper material reuse, Better Packaging also offers TUV Austria Certified compostable packaging and bamboo packaging.
Unfortunately, it’s not too easy to determine which of Better Packaging Co.’s products are TUV Austria Certified, and what some of their “compostable” products are made of — we see these as red flags. But we’re still listing them here as their POLLAST!C Project is a great example of a business being a force for good.
What makes them great: With a wide range of mailers, Better Packaging Co. offers a lot of options for ecommerce packaging.
Sway (USA)
Material used for packaging: Seaweed-based bioplastic (TPSea™)
Products: Compostable polybags, retail bags, and seaweed window boxes
Sway harnesses the regenerative power of seaweed to create home-compostable packaging solutions that mimic the functionality of traditional plastics without the environmental drawbacks. Their flagship product, the Sway Polybag, is made from over 50% TPSea™—a resin derived from responsibly sourced seaweed—and is designed to decompose in both home and industrial compost environments. This innovative approach not only reduces reliance on fossil fuels but also supports ocean health and coastal communities.
Sway's packaging solutions are already being adopted by forward-thinking brands such as prAna, Faherty, Florence, and Alex Crane, demonstrating the scalability and appeal of seaweed-based materials in the fashion and outdoor gear industries.
What makes them great: Sway offers a transparent and impactful solution for brands aiming to reduce their environmental footprint. Their packaging not only performs effectively but also tells a compelling sustainability story, resonating with environmentally focused consumers. By integrating regenerative materials into their supply chains, companies can enhance their brand image and contribute to a healthier planet.
What we can learn from these packaging brands
This is by no means an exhaustive list. We’re also seeing other sustainable packaging materials and production methods being developed. We’re super encouraged by seeing so many great packaging solutions come to life, without harming the planet. Here are our takeaways:
Materials matter: Whether it's seaweed, ‘shrooms, wool, or paper, change is happening everywhere. Choose materials that reflect your brand's values and product needs.
Unboxing is your brand's voice: For marketing and logistics, your brand's longevity is directly correlated with the moment the customer opens their package. Make that moment unforgettable.
Function + form = impact: The best packaging solutions combine sustainability, performance, and aesthetics. Don't settle for one without the others following suit.
Scalability is key: If you're shipping 10,000+ parcels a year, your packaging choice has a significant ripple effect. Use this opportunity to delight your customers and stop the worst climate doomsday scenarios from becoming a reality.
How to get a Woola sample
These brands inspire us. But we're also proud to be the only 100% wool packaging solution made from waste wool. We support sustainable sheep farming, eliminate plastic in packaging, and help brands create unforgettable unboxing experiences with every design we create.
Ready to ditch plastic packaging for good? Let's make it happen. Explore Woola's solutions and request a free sample today.