The beauty industry is experiencing a big pivot. Sustainability isn’t a trend—it is becoming the new normal, and brands that don’t start evolving their practices just might find themselves extinct. Packaging is one of the current sustainability challenges, especially for beauty brands that have been built on creating perceived value through packaging. Sustainable packaging leader BillerudKorsnäs provides insights on why business practices matter and how to develop processes to achieve your sustainable packaging goals in a recently released e-book.According to the U.S. Environmental Protection Agency (EPA) and EuroStat:Paper and cardboard accounted for 35.4 million tons of waste in the European Union in 2016, while plastic and glass comprised 16.3 million tons of waste.Containers and packaging are responsible for 70.7 million tons of American municipal solid waste, nearly one-third of MSW.Landfills received 26.7 million tons of containers and packaging waste in 2015, accounting for about 21.4% of total landfill waste in the US.Corrugated boxes were the largest single product category of American MSW in 2015 at 31.3 million tons generated, or about 11.9% of total waste generation.Most heritage and multi-national brands have developed sustainability strategies and goals that will be achieved in the next 5-10 years. True sustainability is far more complicated than the choice of a component. Packaging sustainability encompasses everything from design to production to disposal, and should impact decisions in both the manufacturing process and materials used.