HappySoaps packaging
HappySoaps, a Netherlands-based sustainable cosmetics company, utilizes a 100% plastic-free packaging strategy across its personal care bars and related products. Their approach emphasizes recyclable carton and rigid paperboard structures, aligning packaging choices with their mission to reduce environmental impact in the beauty sector.
Packaging Portfolio
HappySoaps employs a focused range of paper-based packaging, including single-layer folding cartons for bar products and rigid chipboard tubes for items such as suncare. Their packaging formats prioritize flat, clean construction—often with matte or kraft finishes and minimal plastic content. Windows and die-cuts are occasionally used to provide product visibility, while printed graphics and icons communicate product attributes and certifications. This approach supports both retail merchandising and direct shipment suitability, balancing sustainability targets with essential protective functions.
The packaging consists of a cylindrical tube made from thick, sturdy chipboard with a kraft paper exterior. The tube features a smooth surface with a matte finish, showcasing a minimalist design. The top of the tube is slightly tapered and has a removable cap. The base of the tube is open, allowing for the product to be pushed up from inside. The overall appearance is clean and modern, with a focus on sustainability.
The packaging is a flat, rectangular box made of smooth, single-layer paperboard with a light mint green color. The box features a matte finish, giving it a clean and modern appearance. The front of the box has the brand name 'HappySoaps' embossed in a slightly darker shade of green, accompanied by a small leaf graphic, indicating a focus on natural ingredients. The edges of the box are clean and precise, with no visible fluted layers, confirming its classification as a carton box. The box is designed to stand upright and is likely intended for retail display.
The packaging consists of two folding cartons made of single-layer paperboard. Each carton has a smooth, flat construction with clean edges and folds. The exterior features a kraft brown color with printed graphics. The front of each carton displays a cartoonish duck illustration, with the brand name 'HappySoaps' prominently featured at the top. The design includes a circular logo indicating vegan certification and a small flag symbol, likely representing the country of origin. The cartons have a matte finish, giving them a natural look. The overall dimensions appear to be rectangular, suitable for retail display.
The packaging is a folding carton made from single-layer paperboard. It features a smooth, flat construction with clean edges and folds. The exterior is printed in vibrant colors, primarily yellow and brown, with a glossy finish. The front displays the brand name 'Happysoaps' prominently, along with product information indicating it is a lip balm. The carton has a rectangular shape with a tuck-top closure, allowing easy access to the product inside. The overall design is visually appealing and aligns with eco-friendly branding.
The packaging consists of small, square folding cartons made from single-layer paperboard. Each carton features a smooth, flat construction with clean edges and folds. The exterior is printed with vibrant colors corresponding to different product variants, including a blue, green, and purple design. The boxes have a matte finish, enhancing their aesthetic appeal. The front of each carton prominently displays the HappySoaps logo along with product information and graphics that indicate the contents.
The packaging is a folding carton box made of smooth, single-layer paperboard. It features a clean, flat construction with precise edges and folds. The box is primarily brown with a kraft finish, and it has a small cut-out window that displays the product inside. The front of the box has a simple design with the brand name 'HappySoaps' prominently displayed in a bold, white font. The lower part of the box has a teal section with additional product information and a vegan symbol.
About the Brand
HappySoaps is a direct-to-consumer sustainable beauty brand specializing in plastic-free personal care products, including shampoo bars, conditioner bars, and body care items. The company’s packaging strategy centers on single-layer paperboard cartons and rigid chipboard tubes, supporting both eco-friendliness and product integrity.
Founded in 2019 and headquartered in Apeldoorn, HappySoaps handcrafts over 80 SKUs of natural, vegan personal care products. Their packaging portfolio is tailored for minimal environmental impact, with design elements supporting both retail shelf presence and efficient logistics. The brand’s packaging design is informed by a commitment to sustainability, product protection, and consumer education around plastic waste reduction.
Key Differentiator: HappySoaps differentiates itself through a holistic plastic-free packaging system, consistent use of recyclable paper-based materials, and strong alignment between visual branding and sustainability messaging.
Design System
Visual Style
Typography is modern sans-serif with clean, legible characters; the color palette incorporates natural earth tones, vibrant product-specific colors, and frequent use of kraft brown and mint greens to reinforce eco-friendly aesthetics. Overall visual approach is minimalist, with matte finishes and occasional playful illustrations.
Brand Identity
Logo is consistently applied across all primary panels, with supporting icons such as vegan certification and country-of-origin flags. Iconography is simple and cartoonish for kid-focused SKUs, while adult products favor subtle leaf graphics and embossed details. Visual consistency is maintained through cohesive color use and standardized logo placement.
Packaging Design
Materials are exclusively recyclable paperboard and chipboard, with a design philosophy focused on eliminating unnecessary plastics and prioritizing mono-material structures. Structural design emphasizes compact, flat-folding forms and rigid tubes for specific applications, supporting both display and shipping efficiency.
User Experience
Design supports the customer journey by offering clear visual cues, easy-to-open closures, and tactile finishes. Brand experience is heightened through color-coding and iconography, aiding product differentiation and reinforcing sustainability messaging at every unboxing touchpoint.
Company Metrics
Business insights for happysoaps based on available data
Market Positioning
Brand Values & Focus
Key Competitors
Target Market: Environmentally conscious consumers seeking natural, vegan, and plastic-free personal care solutions in the European D2C and specialty retail channels.
Packaging Assessment
Overall Grade
Visual appeal and presentation quality
Packaging durability and protection
Eco-friendliness and recyclable materials
Cost efficiency and value for money
Packaging assessment for happysoaps based on industry standards and best practices
Frequently Asked Questions
What materials does HappySoaps use for its packaging?
HappySoaps primarily utilizes single-layer paperboard for folding cartons and rigid chipboard for cylindrical tubes, both of which are recyclable and designed to minimize plastic use.
How does HappySoaps ensure packaging sustainability?
By eliminating plastic components, sourcing recyclable materials, and applying minimalist, eco-friendly design principles, HappySoaps prioritizes environmental impact reduction throughout its packaging lifecycle.
Does HappySoaps' packaging provide adequate product protection during shipping?
The use of sturdy paperboard and rigid chipboard offers reasonable protection for solid bar products, though these structures may offer moderate resistance to heavy impacts or moisture compared to some multi-material solutions.
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