Meiyume Molded Pulp

Moulded Pulp Range eyeshadow palette / Source: Meiyume

AsiaBagasseBambooBeautyFlexibleLightweightMeiyume Molded PulpMoulded FibrePackagingPaperRecyclableRigidStrong

WHAT WE SAY:

Most pieces of packaging, especially those in the beauty space, are made up of many types of materials. These materials are often fused together and impossible to disassemble, meaning the packs cannot be cleaned and the materials cannot be disposed of efficiently. The result? Every foundation bottle, eyeshadow palette and lipstick ever used is most likely in landfill. Mono-material design is one solution and mono-material design without plastic is the gold standard.

Meiyume’s molded pulp range is working towards this standard, using this abundant, versatile and strong material to bring mono-material primary packaging solutions to market. While the idea is one to support, a lack of adoption and detailed information does have us questioning if this is too good to be true.

Meiyume Molded Pulp

WHAT IS MEIYUME MOULDED PULP RANGE?

Hong Kong-based Meiyume launched its Moulded Pulp Range in 2020. Currently a prototype, the range experiments with the properties of Moulded fibre to create 100% recyclable cosmetic packaging.
The company’s moulded fibre is made from natural sugar cane and bamboo fibres. The resulting prototype - a moulded fibre eyeshadow palette - is made with high fidelity, thermoformed moulded fibre with ‘cure-in-the-mould’ technology. The material is smooth and thin-walled, and closely resembles plastic. The outer palette shell is mono-material, meaning there are no metal hinges or embedded magnets, both of which make recycling challenging.
We have reached out to Meiyume to understand the full composition of the design. It is yet to respond, but our belief is that the outer shell of the eyeshadow palette is mono-moulded fibre, while the internal support structure for eyeshadow pans is likely plastic. If the structure can be easily separated from the outer shell, this is still a step in the right direction and will greatly reduce waste associated with make-up products.
At the end of their life, Meiyume Moulded Pulp products can be recycled within the paper and card recycling stream.

KEY PROPERTIES:

Flexible
Lightweight
Recyclable
Rigid
Strong

INDUSTRY:

Beauty
Packaging

AVAILABILITY:

Development Stage

DIVE DEEPER:

Zero Waste Week reports that 120 billion units of packaging are produced annually by the global cosmetics industry. For products with an inherently short life span, this results in a lot of waste. Cosmetics packaging is often made with mixed materials too, making recycling complex as separation must occur before recovery. This is often not profitable for the materials recycling facility, so the packages are sent to landfill or incinerated.
Mono-material design, as demonstrated by Meiyume, can make the cleaning, recycling and potential recovery of beauty packaging more viable. This moulded pulp range is just one of the brand’s attempts to bring mono-material design to the masses. Others include an infinitely recyclable aluminium bottle range.
Currently still in prototype stages, Meiyume’s moulded pulp range includes the proposed eyeshadow palette and a Block Party Kit, each featuring a moulded pulp outer case.
The brand states that its moulded fibre is versatile and flexible, and can be moulded into a range of packaging shapes and sizes.

Eyeshadow palette / Source: Meiyume

Meiyume Block Party Kit and carry case / Source: Meiyume

KEY FACTS:

120 billion

Zero Waste Week reports that 120 billion units of packaging are produced annually by the global cosmetics industry.

100%

Meiyume launched its Moulded Pulp Range in 2020. Currently a prototype, the range experiments with the properties of moulded fibre to create 100% recyclable cosmetic packaging.

Key Questions to Ask:

How scalable is this solution?

This range is still in the prototype phase and has been for a couple of years with no identified case studies. In-depth discussions with Meiyume are essential for determining if the solution can be scaled, what quantities are expected and how quickly production can commence.

How does the moulded fibre processing impact the environment?

High fidelity, thermoformed moulded fibre has a greater environmental impact than traditional moulded fibre, such as egg cartons. Typically, a higher quantity of virgin fibre is needed, along with more intensive processing and the introduction of bleaching agents. Be sure to establish the pulp mix and pulping processes used to better assess its environmental toll. Where the raw fibres for pulping are sourced from will also be key to determine your supply chain footprint.

Is the fibre able to be dry pressed?

Moulded fibre can be pressed in two ways. Wet pressing technology sees pulp products subjected to pressure and high temperatures in the mould until its moisture evaporates. Dry press technology sees dry fibres formed into a low density cellulose web using air and then pressed into shape. Dry pressing does not use water and the process is generally faster and less environmentally intensive, than wet press, although machinery for the wet press method is much more readily available.

What coating is Meiyume using?

Secondary processing is common with moulded fibre and finished moulds often go through a process of coating, printing, hot-pressing, die-cutting or trimming. The coating process is of particular interest, as many moulded fibre products are coated or lined in plastic-based materials to create waterproof properties. While an eyeshadow palette does not need to be waterproof in the same way a drinks bottle does, it may well be coated to extend its life. Uncover what, if any, secondary process has taken place.

Can the final product be composted?

Depending on the production process and additives, some moulded fibre products are suitable for home or industrial composting. A lack of protective plastic coating is an essential design decision, so if you are looking for a product that goes back to nature, be sure to forgo it.

How long will the hinge last?

Depending on the user, an eyeshadow palette may be opened and closed multiple times a week, if not multiple times a day. Metal and plastic hinges are designed with this use case in mind, but how does moulded fibre stand up to the challenge? Testing will be required to determine if the material is strong enough to fulfil your needs.