K 2025: LEONHARD KURZ shows how sustainable packaging for cosmetic products can become a brand statement

Fürth/Germany, September 17, 2025: Sometimes less is more. Especially when it comes to packaging. In the cosmetics industry, strong brand messages meet high expectations in terms of sustainability and design. At K 2025 from October 8 to 15, 2025, LEONHARD KURZ will show how these requirements can be combined. The focus of the trade fair presentation, themed ‘Empowering Iconic Aesthetics,’ will be on innovative packaging solutions that combine design aesthetics, material awareness, and production intelligence - which visitors can experience live in Hall 5, Booth A19.

"Packaging is a decisive factor in the cosmetics industry for brand perception, differentiation, and customer loyalty. With our new solutions, we are demonstrating that sustainable materials, efficient processes, and high-quality design are not mutually exclusive," says Dr. Laurin Leeb, Head of Product Management for the Industrial Products and Application Business Area at LEONHARD KURZ. "Together with our partners, we are making sustainability visible. In doing so, we focus on outstanding design, consistently high quality, and responsible solutions."

Sustainability begins with the material and unfolds in the design

The presentation focuses on a high-quality designed cosmetic jar made from a bio-based material by Weimako. The company develops innovative bio-packaging solutions that combine classic plastics such as polypropylene with renewable raw materials, including second-generation wood components. This combination of recyclability and natural materials not only improves the environmental balance, but also ensures an authentic, tactile brand perception.

The overall concept is rounded off by outer packaging made from recyclable Algro Volume paper material, supplied by KURZ partner Sappi. This was finished using a hot stamping process with COLORIT^®, supported by high-quality embossing tools from H+M to ensure maximum detail and precision. "When it comes to design, the choice of material is an important building block on the path to greater sustainability. This is especially true when the material is also intended to convey a high-quality feel," says Annie Kuschel, Global Head of Design Management Packaging and Print at KURZ. "COLORIT^® is the ideal product for us to combine brilliant color and an appealing feel with environmental responsibility. This conveys a compelling message that customers can experience for themselves and that strengthens the customer's brand profile." The result is a consistently well-thought-out packaging solution that combines environmental awareness, quality, and brand expression into a harmonious overall experience.

Efficiency meets individuality: Decoration with Conical InLINE FOILING

The packaging design is enhanced by a combination of Direct Digital Decoration (DDD) and Conical inLINE FOILING, (CiF) – two advanced decoration technologies from KURZ subsidiary ISIMAT that are integrated directly into industrial processes. DDD enables high-resolution, personalized motifs with maximum design freedom directly on the substrate. CiF sets new standards in conical metallization: Even complex, conical shapes can be decorated precisely and with high quality, completely wrinkle-free - a unique technological feature of ISIMAT solutions.

The I series combines digital printing processes with metallizing finishing technology in a single step, enabling maximum design freedom and high process efficiency. The machine also allows a throughput of up to 80 pots per minute and offers quick-change systems for short setup times in series production. Digital printing processes, multicolor metallization, and compatibility with a wide range of substrates such as plastic, glass, or aluminum ensure that brands can stand out at the point of sale with exceptional designs, while maintaining consistently high productivity, flexibility, and industrial efficiency.

A showcase for the packaging of tomorrow

With the presentation of this packaging concept, KURZ is setting the stage for sustainable packaging innovations. The cosmetic jar is a prime example of a new generation of products that combine environmental awareness, brand experience, and production efficiency. From the choice of materials to the packaging design and final finishing, every element follows the principle of less: environmental impact, more impact.

At a glance

K 2025 from October 8 to 15, 2025, in Düsseldorf
LEONHARD KURZ Stiftung & Co. KG: Hall 5, Booth A19
Focus of the trade fair presentation: Exterior Design, Interior Design, Sustainability, Home Appliances, Cosmetics