Why wooden lids are the future of luxury cosmetic packaging

In the world of skincare, packaging is an integral part of the experience. The texture of a lid, how it sits in the hand and even the subtle grain of the material all influence how a product is perceived and remembered.

Although plastic and metal closures are still present on the market, wooden lids are becoming the preferred choice for brands that want to combine elegance with environmental responsibility. They enhance the feel of creams, balms, and serums, transforming a basic jar into a symbol of intent.

Let's explore how wooden lids bring value, beauty and purpose to cosmetic packaging, redefining the meaning of premium in the age of sustainability.

Why wooden lids are ideal for cosmetic packaging

Wooden lids are becoming a strategic choice for beauty brands seeking to stand out from the crowd, embrace sustainability and create a tactile brand experience.

Here’s why wooden lids are becoming increasingly popular in high-end skincare and cosmetics:

• Tactile value: wood feels warm, natural and premium to the touch, which reinforces the quality of the product inside;
• Sustainable sourcing: FSC-certified wood ensures traceability and a reduced environmental footprint;
• Visual elegance: each lid is unique, with natural grain patterns that add authenticity and visual depth to the product;
• Brand identity: wooden lids support brand storytelling and positioning as premium.

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Discover WoodRing™

WoodRing™ is one of the proprietary frameworks developed by mPackting, the Minelli Group brand specialising in sustainable and premium packaging solutions. Designed to meet the evolving demands of the cosmetics industry, WoodRing™ exemplifies how advanced woodcraft can serve circular design goals without compromising on elegance or functionality.

Entirely engineered and manufactured by the Minelli Group, the WoodRing™ is a 100% wooden, mono-material closure system created to replace conventional plastic or mixed-material lids. It offers a high-performance solution that reinforces a brand’s environmental and aesthetic values.

It is particularly well-suited to skincare jars and solid cosmetics, where material consistency, tactile quality, and the end-user experience are essential.

The WoodRing™ system has the following key benefits:

• Mono-material construction: made from FSC-certified wood for traceability and streamlined recyclability;
• Advanced customisation: adaptable to various finishes, engravings, lacquers and tones to align with brand storytelling;
• User-focused functionality: precision-engineered for smooth application and reliable sealing;
• Vertical integration: fully developed and produced within the Minelli Group, guaranteeing quality, scalability and control.

Case study: Bormioli Luigi

mPackting, the Minelli Group's sustainable packaging division, developed a custom closure solution for luxury glassmaker Bormioli Luigi, combining bold aesthetics with advanced material innovation.

The project featured two distinct versions: one made from FSC-certified ash wood with an elegant asymmetrical shape and pointed profile to enhance the product's visual identity;  the other made from mBlack™, our proprietary bio-based and biodegradable material. The mBlack™ lid was designed to be thinner to optimise compostability without compromising stability or visual balance.

Both lids feature precision logo embossing on the top surface to ensure brand visibility and a premium tactile finish.

Minelli Wood: from concept to crafted perfection

At Minelli Group, our vertically integrated approach ensures that every wooden component reflects the brand it represents. Our flexible yet precise method supports beauty brands from the initial sketch to the final production stage.

Here’s what defines our process:

• Collaborative design: we work alongside your packaging and brand teams to develop bespoke solutions that align with your creative and technical objectives;
• Agile prototyping: Our fast and accurate prototyping process enables early-stage validation of form, feel and finish. As part of our commitment to the beauty industry, mPackting is offering the first 10 brands to apply by the end of June free custom prototyping for cosmetic packaging. Submit your request here.
• Industrial excellence: with over 80 years of wood engineering expertise, we guarantee high repeatability and dimensional precision at scale;
• Total quality control: every component is inspected throughout production to meet exacting visual and functional standards.

Through our specialised packaging division, mPackting, we translate your vision into responsible, refined cosmetic packaging solutions designed to meet the expectations of today's luxury beauty consumers.

Contact mPackting today to start designing your next collection.