Beauty PR has become a spectacle of excess, and it’s hard not to watch in both fascination and concern. Today’s PR boxes are bigger, flashier, and more curated than ever. All for that one viral unboxing moment. But, while the visuals may be impressive, the environmental cost is starting to overshadow the payoff.

What used to be a thoughtful gesture has become more of a performance. Brands are betting on bold, eye-catching packaging to spark social virality; but often, what ends influencers receive is a pile of unopened products, extravagant packaging, and single-use fillers. PR gifts have grown excessive, sending entire product ranges in oversized custom packaging on the off-chance one item catches fire online. The result? A growing waste problem. According to Business Waste, a UK-based waste management company, nearly 40% of unopened beauty products in the UK end up in landfills each year.

It doesn’t stop there. Recently, we’ve seen a rise in more and more creators speaking out about the excess. But it’s a bit of a double-edged sword. On one hand, we rely on influencers to promote our products; on the other, we can’t help but respect the integrity behind their pushback. One TikTok influencer, Jas, shared frustration at receiving just four small lipsticks inside oversized packages with layers of boxes, bags and tissue. Another called large PR mailers “wasteful and gluttonous,” even suggesting the packaging can outshine the product itself. Many are now asking brands to scale back, send fewer items, use more mindful packaging, or skip the physical drop altogether.

The good news? Brands are starting to listen! Across the industry, quiet but meaningful changes are underway. Fashion houses and beauty labels are testing minimalist, compostable packaging, or in some cases, opting to skip gifting altogether. The goal is to keep the element of surprise but cut down on waste. More brands are embracing thoughtful curation over sheer volume, targeting creators based on genuine interest and even asking if they’d like to receive a PR package before sending one. It’s a smarter, more respectful approach for influencers and the planet.

There’s also a real opportunity for PR agencies to lead this shift and not just support it. At Ruder Finn Atteline, we believe that powerful storytelling shouldn’t come at the expense of the planet. Across our work, we’re intentional not just about the stories we tell, but also about how we bring them to life. That means recommending scaled-down seeding lists, purposeful packaging, reusable materials, and digital-first alternatives wherever possible.

Sustainability isn’t a trend for us, it’s a foundation. Every brand story we craft is rooted in meaning. And when it comes to delivery, we consistently encourage clients to rethink “the how and why”, because impact shouldn’t have to come with unnecessary waste.

As PR professionals, our role goes beyond amplification. We have the power to shape what beauty communication looks like, championing campaigns that respect both people and the planet. That means celebrating mailers crafted with intention, not excess. It means spotlighting brands that prove creativity can be bold, beautiful, and sustainable.

Because the truth is, packaging plays a part in the story, but it shouldn’t be the whole plot. If we want to create lasting impact in the beauty industry, we need to craft campaigns that inspire change without leaving waste in their wake.

Words By: Zulekha Faizur, Associate Account Executive at Ruder Finn Atteline