Wooba™: a sustainable cosmetic packaging idea

Wooba™: a sustainable cosmetic packaging idea

We are glad and proud to present Wooba ™, our sustainable cosmetic packaging idea.

A completely “made in Minelli Systems” concept based on circular economy principles: Wooba ™ is a smart combination of materials and production technologies that embodies the future of cosmetic packaging.

How our sustainable cosmetic packaging idea came to life

Wooba ™ was born from the idea of giving a second life to 10 tons per day of excess wood chip waste created in the production plants of Minelli Spa, a world leader in solid wood processing and component manufacturing, with 85 years of experience.

Indeed, Minelli produces millions of premium quality wood caps per year. These are made using FSC and EUTR 995 certified wood, which means that it comes from responsively managed forests and it provides environmental, social and economic benefits to local communities.

As a by-product of the production processes, a large quantity of wood scrap is generated daily.

Thinking about this resource, Minelli Systems brought to life the idea of Wooba ™: a completely sustainable cosmetic packaging solution obtained by intelligently mixing the wood scrap with a biodegradable material derived from renewable resources.  

By doing so, Minelli Systems achieves two important goals:

  • To recycle wood chip waste
  • To create a cosmetic packaging with a unique design

But this is not all… Wooba™ has an incomparable added value!

When the jar is empty, you can turn it upside down, lift the “SEED ME” sticker and… surprise! You’ll find a seed that will help us “closing the loop”.

Why should you consider a sustainable cosmetic packaging?

Nowadays sustainability is one of the most important values in virtually all industries: people are increasingly aware of pollution problems and they often prefer to buy from companies who put the safeguard of the environment at the heart of their business.

That’s why cosmetic brands must integrate sustainability into their packaging solutions. This is key to attracting customers whose values have shifted towards a more ethical and environment-friendly consumption.

These data from the Boston Consulting Group (BCG) and the Global Web Index (GWI) prove that a sustainable packaging design is a winning choice:

  • 56% of consumers are less likely to buy products in packaging that is harmful to the environment;
  • 61% of consumers are more likely to switch to another brand if this is more environmentally friendly than their current one;
  • 73% of consumers are willing to pay more for sustainable packaging. 20% are willing to pay over 10% more;
  • -56%: this is the average decrease of the environmental impact switching from a standard PET jar to an equivalent Wooba™ jar.

Why should you choose Wooba™, our sustainable cosmetic packaging?

Product packaging is what consumers see at first when they step into a store.  It is what attracts them and convinces them to make the buy, so there are many aspects to consider when developing it.

There are at least five requirements to create a successful cosmetic packaging and Wooba™ meets them all. It needs to:

  • To look different
  • To be customizable
  • To be sustainable
  • To stir emotions
  • To balance price and quality


To gain a competitive advantage in the market, you need to offer a unique product. Brands need to find a way to convey their uniqueness and offer attractive products that consumers want to buy for their added value. Wooba™, through its design, materials and special texture, is the ideal way to differentiate yourself from your competitors.


Nowadays customization is very important. Customers get personalized experiences at all times, that’s why packaging manufacturers need to be flexible and willing to meet even the most complicated requests. Customization means, for example, to give the possibility to choose among different shapes and sizes, and to support customers during the cosmetic packaging design, listening to their needs and preferences to make it unique. Wooba™ also lends itself to this as it can be customized to meet the most varied use cases.


Sustainability and the use of biodegradable materials is increasingly mandatory. Wooba™, by incorporating the principles of circularity, is well aligned with this requirement.


Our lives are based on emotions and feelings. Apart from food, we buy very few things out of necessity. Our purchases are often more impulsive than rational. Therefore companies strive to create attractive, engaging and sensorial cosmetic packaging solutions. A leading packaging manufacturer must be able to create products that create an emotional connection with the consumers. This is not an easy task, but Wooba™, by offering an incomparable tactile and sensory experience, can help achieving it with its unique look and feel.

Wooba™ is the perfect example of what you can get by partnering with a contract manufacturer like Minelli Systems!

Paolo Minelli
Paolo Minelli
Minelli Systems Director
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Minelli Group
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