What WWP Beauty does

WWP Beauty (legal entity: World Wide Packaging, LLC) is a private, full-service B2B supplier to the global beauty industry, founded in 1981 and headquartered in New Jersey, with wholly owned operations spanning North America, EMEA, and APAC. The company provides integrated stock and custom packaging, turnkey product formulations, and beauty and wellness accessories to beauty brands ranging from indie startups (e.g., Mented Cosmetics) to established global players. In January 2021, the company completed a comprehensive rebrand from World Wide Packaging, repositioning around pillars of full service, sustainability, inclusivity, and diversity. Full-service turnkey solutions are stated to represent approximately 40% of global turnover, and the company reports record growth during the 2020 pandemic year.

Its core technology platform comprises (1) a wholly owned library of 3,000 ready-to-go stock packaging tools across color cosmetics, skincare, haircare, body care, personal care, and fragrance; (2) proprietary sustainability tools including the Eco Analyzer (third-party-validated life-cycle assessment) and a Visual Lexicon of Sustainability Icons; (3) patented and patent-pending mechanical innovations such as the ColorVue mono-material lipstick mechanism (85% lower GHG, 12% less plastic) and the Eco-Pac Tube (93% lower emissions, 19% less plastic); and (4) Design Innovation Hubs in Los Angeles, Paris, and Shanghai that localize development. Manufacturing is wholly owned in-house, and the firm maintains EcoVadis Silver and SA8000 certifications in its owned facilities.

Revenue is generated primarily through project-based, one-time B2B contracts covering custom and stock packaging, turnkey formulations, and accessory manufacturing, priced per project on volume and specification. Distribution is exclusively direct enterprise sales through collaborative partnerships, with no retail or consumer-facing channels. The customer base is horizontal across all beauty categories and segments (indie to global brands), with go-to-market supported by trade shows (Paris Packaging Week, Cosmoprof, MakeUp in Los Angeles, China Beauty Expo), industry publications, and social/email channels. No external funding rounds, parent entity, or public revenue disclosure are present in the available data.

Name

WWP Beauty

Legal name

World Wide Packaging, LLC

Website

https://wwpbeauty.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

WWP Beauty is a private, full-service B2B beauty supplier providing stock and custom packaging, turnkey formulations, and wellness accessories to global beauty brands through wholly owned manufacturing facilities across North America, EMEA, and APAC.

Ownership category

akta.pro rank

Product category

Cosmetic Packaging

akta.pro primary industry

Private Label & Contract/White-Label Beauty Distribution (CRAOAEAO)

Keywords

• Cosmetic packaging components
• Beauty formulations
• Turnkey beauty solutions
• Sustainable beauty packaging
• Beauty accessories

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Full-Service Turnkey Beauty Solutions: WWP Beauty provides comprehensive turnkey manufacturing and packaging solutions for beauty brands including formulation, packaging, and accessories under one roof. This represents approximately 40% of global turnover. The company operates with wholly owned in-house manufacturing facilities enabling full control from ideation to delivery.
2. Stock Packaging Solutions: Library of 3,000 ready-to-go stock tools that are wholly owned and managed to meet speed-to-market needs for beauty brands across color cosmetics, skincare, haircare, body care, and personal care.
3. Custom Packaging Design & Manufacturing: Custom packaging solutions developed in-house through design and engineering teams, including sustainable materials innovation, brought to market through global manufacturing footprint.
4. Formulation & Turnkey Product Collections: Proprietary formulations in categories including color cosmetics, skincare, fragrance, hair care, and personal care, often bundled with sustainable packaging as complete turnkey collections (e.g., Intentional Beauty Collection, Zero+ Turnkey Collection, Es·sence fragrance line).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

WWP Beauty is a full-service B2B supplier providing integrated cosmetic packaging components, turnkey beauty formulations, and beauty & wellness accessories to beauty brands globally. Its offering combines approximately 3,000 ready-to-go stock packaging tools with custom design, formulation development, and accessories production, all manufactured in wholly owned facilities across North America, EMEA and APAC. Approximately 40% of global turnover comes from full-service turnkey beauty solutions that take a brand from ideation through to delivered finished product.

Product overview

WWP Beauty is a full-service supplier to the global beauty industry offering integrated packaging, formulations, and accessories solutions through a platform-plus-modules architecture. The core offering includes stock and custom packaging (tubes, bottles, jars, pumps, droppers, airless systems, compacts), turnkey formulations (color cosmetics, skincare, haircare, body care, fragrance, PPE), and beauty & wellness accessories. Key product families include the Eco-Pac Tube and Mono PE Airless Pump for sustainable packaging, ColorVue Lipstick and Swirl Lipstick for color cosmetics, BlueLight and Twilight collections for specialized skincare, Es·sence Collection for fragrance, and Refill Revolution for circular packaging. The company supports its portfolio with Design Innovation Hubs in Los Angeles, Paris, and Shanghai, and an Eco Analyzer Tool for sustainability validation.

Differentiator

Problem solved

Functional benefit

Products and services

• Packaging Solutions
• Turnkey Formulations
• Beauty & Wellness Accessories
• Eco-Pac Tube
• Mono PE Airless Pump
• ColorVue Lipstick
• Auto-Loading Dropper
• Double Chamber Essence Bottle
• Magnetic Attached Scoop Cream Jar
• Dual-use Lotion Pump with Applicator
• Swirl Lipstick
• Chubby Round Lip Gloss
• Mini Cute Airless Pump
• Slim Bottle with Broad-Compatibility Pump
• Refillable Multi-Use Face and Body Stick
• Es·sence Solid Fragrance Collection
• Intentional Beauty Collection
• Zero+ Turnkey Collection
• Refill Revolution Collection
• BlueLight Collection
• Twilight Collection
• NURTUREVERSE Collection
• Ocean Plastic Tube
• Eastman Molecular Recycled Resins Collections
• Sustainable Touchless Tubes Collection
• Cutsie Green Collection
• Mindful Collection
• MonoPump Airless Collection
• Mono PET/PP Collection
• PPE Collection
• Beauty Rebirth Recycling Program

Quantifiable outcome

• ColorVue Lipstick produces 85% fewer GHG emissions and uses 12% less plastic per piece vs. standard lipstick
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• EastmancoreStrategic or Co-development Partner · 1 July 2021WWP Beauty collaborated with Eastman to launch new packaging collections featuring Eastman's Cristal™ One Renew and Cristal™ Renew copolyester, giving brands new options for sustainable packaging using molecular recycled resins. This partnership expands WWP Beauty's sustainable materials portfolio.
• Oceanworks®coreStrategic or Co-development Partner · 1 July 2021WWP Beauty partnered with Oceanworks® to launch a new Ocean Plastic Tube that helps keep oceans safe and beaches clean through plastic diversion. The partnership highlights the beauty of sustainable packaging made from recovered ocean plastic.
• 1,000 Dreams FundminorOthers · 8 March 2021WWP Beauty partnered with 1,000 Dreams Fund (1DF) on the MentorHER Initiative connecting college women, graduate students, and recent grads with WWP Beauty professionals — including CEO Josh Kirschbaum — for high-impact 1:1 virtual mentoring sessions in celebration of International Women's Day.
• Scentinvent™ TechnologiescoreStrategic or Co-development Partner · 8 February 2021WWP Beauty partnered with Scentinvent™ Technologies to disrupt the fragrance market with the Es·sence Collection — the first solid fragrance format on the market combining perfume with color and skin-loving ingredients, 100% alcohol-free. The partnership introduced a revolutionary product category for beauty brands, developed through co-creation with Scentinvent founders Abby Wallach and Caroline Fabrigas.
• Mary Kay FoundationminorOthers · 1 January 2021WWP Beauty demonstrates commitment to creating positive impact by supporting the Mary Kay Foundation and organizations working towards change within local communities and around the world.
• Mented CosmeticscoreStrategic or Co-development Partner · 1 January 2020WWP Beauty partnered with Mented Cosmetics to co-develop the Skin by Mented Foundation Sticks, winning the 2020 Pure Beauty Award for Best New Inclusive Makeup Product. The collaboration exemplifies WWP Beauty's commitment to inclusivity and working with brands sharing the same values.
• Cosmetic Design Group and Design QuestcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2019Acquisition of Cosmetic Design Group and Design Quest (both based in Los Angeles area) in 2019 enabled WWP Beauty to diversify into full turnkey design services, expanding capabilities beyond packaging into complete product development. Cosmetic Design Group was fully integrated into WWP Beauty by end of 2020.

Scale indicators6 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• HCP Packaging: HCP Packaging (formerly HCT Group) is a leading global manufacturer of packaging components and plastic products for the beauty industry, including compacts, lipsticks, mascaras, tubes, and skincare packaging. Directly comparable to WWP Beauty in product range, B2B beauty brand customer base, and global manufacturing footprint.
• Quadpack Industries: Quadpack is a European-headquartered beauty packaging manufacturer and supplier offering stock and custom packaging solutions including skincare, fragrance, color cosmetics, and turnkey product development. Closely mirrors WWP Beauty's stock tools + custom + turnkey model and global brand customer base.
• Verescence: Verescence is a global specialist in glass packaging for the fragrance and beauty industry, producing perfume bottles and skincare glass packaging. Directly comparable in the fragrance and prestige skincare packaging segment where WWP Beauty competes with its glass-containing innovations.
• Coverpla: Coverpla is a French beauty packaging specialist offering fragrance bottles, caps, and full packaging solutions for niche and indie perfume and cosmetics brands. Comparable to WWP Beauty's European fragrance and prestige beauty packaging offerings from the Paris Design Innovation Hub.
• Anomatic: Anomatic is a US-based manufacturer of anodized aluminum and plastic packaging components for cosmetics, personal care, and fragrance brands. Comparable in B2B beauty packaging manufacturing, sustainable materials focus, and US-centric operations serving global brand customers.
• APC Packaging: APC Packaging is a beauty packaging manufacturer offering stock and custom packaging components including compacts, lipsticks, tubes, jars, and airless systems with a focus on sustainable materials. Directly comparable in product range, sustainable packaging positioning, and B2B beauty brand customer base.
• Texen (PSB Industries): Texen, part of PSB Industries, is a French beauty packaging manufacturer producing makeup, fragrance, and skincare packaging components and full-service solutions. Comparable to WWP Beauty in full-service beauty packaging, French/EMEA presence, and B2B beauty brand customer base.
• Albéa Group: Albéa is one of the world's largest beauty and personal care packaging manufacturers, producing tubes, mascara, lipstick, fragrance, skincare and beauty packaging globally. Directly comparable in product portfolio, B2B beauty brand customers, and global manufacturing footprint, though materially larger in scale.

Broad incumbents

• Berry Global: Berry Global is a large diversified plastic packaging manufacturer with significant exposure to beauty and personal care, including bottles, jars, tubes, and dispensing components. Comparable in product categories served but operates across many end markets beyond beauty and at substantially greater scale.
• AptarGroup: AptarGroup is a global leader in dispensing systems and packaging components for beauty, personal care, home care, and pharma, including pumps, airless systems, and spray technology. Overlaps with WWP Beauty's beauty packaging portfolio (pumps, droppers, airless) as part of a much broader end-market and product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/world-wide-packaging
• Instagraminstagram.com/wwpbeauty

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WWP Beauty