Empowering Innovation in Sustainable Luxury

The realm of beauty packaging has seen significant transformations over the years. Romana Guennoud, who hails from France and now resides in Dubai, has been at the forefront of this evolution. With a background in polymer engineering, she joined Huda Beauty as a junior packaging engineer. Over three years, Romana has played a pivotal role in developing primary and secondary packaging solutions across makeup, skincare, and complexion categories. Her passion for aesthetics and innovation drives her to push boundaries and introduce fresh ideas into the market.

Romana’s career path was shaped by her early fascination with makeup, influenced by her mother and sisters. This childhood interest blossomed into a professional ambition when she chose to specialize in packaging during her engineering studies. The allure of creating tangible, beautiful products that consumers can hold and admire resonated deeply with her. Today, working for a brand she admires since its inception, Romana feels like she has achieved a lifelong dream.

Navigating Challenges and Driving Change

As a young leader in the packaging industry, Romana faces unique challenges. One of the most significant hurdles is bridging the gap between creative concepts and technical feasibility. Not everyone understands the intricacies involved in bringing a packaging idea to life. Constraints such as manufacturing limitations, regulatory requirements, and material properties often require Romana to explain why certain designs cannot be realized and propose viable alternatives. This process can be frustrating but is crucial for maintaining quality and safety standards.

Another challenge lies in the time-consuming nature of packaging development. Unlike product formulations, which can be developed relatively quickly, packaging requires extensive testing and validation. From initial prototypes to final production, each step demands precision and patience. Romana emphasizes the importance of educating stakeholders about the complexity of this process to ensure realistic expectations and successful outcomes.

Shifting Perceptions on Sustainability

Sustainability is a hot topic in the packaging industry, yet misconceptions persist. Many believe that eco-friendly packaging must sacrifice aesthetics or luxury. Romana strongly disagrees with this notion. She advocates for a paradigm shift where sustainability and elegance coexist harmoniously. Brands and consumers alike need to recognize that sustainable products can be both visually appealing and environmentally responsible. By embracing this mindset, the industry can move towards more innovative and sustainable solutions without compromising on design or performance.

Romana envisions a future where leaders like herself drive the adoption of sustainable practices while continuing to innovate. Personalization, luxury, and user-friendliness are key elements in this vision. The goal is to create packaging that not only protects the product but also enhances the overall consumer experience. Achieving this balance will require collaboration, creativity, and a commitment to pushing boundaries.

Guiding the Next Generation

For aspiring professionals entering the packaging industry, Romana offers valuable advice. Maintaining a creative and innovative mindset is essential, even when faced with tight deadlines and demanding projects. It’s easy to get caught up in the day-to-day tasks and lose sight of the bigger picture. However, fostering creativity and staying true to one’s passion can lead to groundbreaking innovations. Romana encourages young engineers to embrace their curiosity and explore new possibilities, always striving to create products that inspire and delight consumers.

Romana’s selection for the Future Leaders program at Paris Packaging Week marks a significant milestone in her career. This recognition underscores her contributions to the industry and her potential to shape its future. Being part of this program provides her with invaluable opportunities to network, learn from experienced professionals, and share her insights with a wider audience. For Romana, it’s a testament to her dedication and passion for transforming the beauty packaging landscape.