Common Heir

Dissolvable, algae-based capsules in recyclable paperboard tubes / Source: Common Heir

AlgaeAsiaBeautyNorth AmericaPackagingPaper

4 MINUTE READ

Nadine Smith

WHAT WE SAY:

Many of us will have grown up with bath pearls - bath oil encapsulated in animal-shaped, gelatine pods that dissolved in water and scented the bath with alluring essential oils. They were a joyful staple of every 80s and 90s childhood and we are genuinely excited to see the concept gaining traction once more.

Replacing gelatine with algae, Common Heir’s advanced skincare capsules offer a single-dose beauty solution without waste. The possibilities of algae are just starting to be realised.

KEY FACTS:

Launched in 2021, by Angela Ubias and Cary Lin, Common Heir offers vegan, Leaping Bunny-certified vitamin C and retinol serums in vegan, Algae-based capsules. The capsules can be composted – at home or industrially – or melted in a glass jar with boiling water and poured down the sink.
Packaged in Paper-based tubes, which can be collected for kerbside recycling and processed with the paper and card waste stream, the capsules are EWG Verified (status pending) and are said to last 18 months.
The single-dose nature of the capsules ensures the product is not exposed to oxygen and light before the point of use – two elements that rapidly degrade the quality of a product. This extends its shelf life, in turn reducing product waste.
The brand raised USD 2.5 million from investors at the beginning of 2022 to push its retail, merchandising and sustainability efforts further. The brand is stocked in Credo Beauty and Anthropologie.

Vegan, algae-based capsule packaging / Source: Common Heir

Capsule packaging and recyclable paperboard tube / Source: Common Heir

DIVE DEEPER:

Skincare formulas require strong protection from oxygen and UV exposure to ensure potency and longevity. Without this, they go to waste before even making it into a consumer’s bathroom, but this protection is typically delivered by plastic packaging and silicones.
Common Heir’s disruptive, twist-to-open, capsule-based delivery technology keeps the product fresh and performing as expected, thanks to the use of algae and plant-starch that create an opaque, impenetrable barrier between the environment and the serum.
The capsules are manufactured in Korea and are OECD 301F-certified as readily biodegradable. This means that they have passed stringent tests that "it is assumed they will rapidly and completely biodegrade in aquatic environments under aerobic conditions." Tests are undertaken in a 28-day time period.
The capsules are lightweight in comparison to alternative packaging solutions, such as glass, helping to cut down the brand’s transit emissions. The formula also does not contain water, reducing weight even further when compared to water-based formulas packaged in bottles.
Common Heir state that the inks and coatings used on its paper-based secondary packaging are soy-based and should not impact material recyclability or safety.
The brand won the Byrdie 2022 Eco Beauty Award for Best Retinol Serum. It currently ships only to the US and serums retail at USD 18 for a seven-day supply and USD 88 for a two-month supply. According to Byrdie, this is only slightly more expensive than many drugstore brands, which typically come in 30 capsule supplies.

"This is just the beginning of our mission to redefine classic beauty with modern approaches to innovation, delivery, packaging, thoughtful and intentional ingredient sourcing — perfectly plastic-free."

Angela Ubias - Co-Founder, Common Heir - as quoted in Nylon

Key Design Considerations:

A luxury solution

Common Heir is a premium beauty product, therefore the packaging choices are not as applicable to mass market brands looking for more economical solutions. Solid skincare solutions could be a viable alternative and should be explored.

Single-serve mark-up

Individually packaging each serving of formula will also increase emissions, alongside costs. Solid formula solutions that can be packaged together - such as Beauty Kubes - would negate the need for individual packs.

Shipping impact

Common Heir’s capsules are manufactured in Korea, then shipped to the US before being distributed to consumers. Is there an opportunity to move manufacturing closer to distribution to avoid unnecessary transit emission burdens?

Responsible feedstocks

The raw ingredients of the capsules - plant starch and algae - can have their own negative environmental impacts if not farmed responsibly. Unearth how these materials are sourced and what measures are put in place to negate overharvesting and monocrops.