L’Occitane’s Packaging Evolution: Why the Iconic Hand Cream Ditched the Twist Cap for a Flip Top
- Lumei Team
- Oct 29
- 4 min read
My hands have been loyal customers of L’Occitane’s Shea Butter Hand Cream for years. If you’re like me—whose hands get seriously dry from constant washing—you know that little tube is practically a staple.
So, when I finally bought a replacement tube here in Sydney and noticed the cap had changed, my packaging-development senses started tingling. I’d been using the old octagonal twist cap forever, but this new tube sported a neat, easy-access flip top. A quick search confirmed it: L’Occitane made the switch in 2023 (for an early 2024 rollout) in collaboration with Albéa Tubes.
This isn’t just a minor design tweak; it’s a strategic move by a leading global beauty brand. For fellow beauty entrepreneurs, R&D teams, and OEMs in Indonesia, this change is a master-class in balancing brand legacy, consumer demand, and the urgent need for sustainable cosmetic packaging.
The Iconic Cap Closure Story — Why L’Occitane Made the Switch
L’Occitane’s classic hand-cream tube was famously inspired by an artist’s paint tube—a nod to creativity and craftsmanship. The twist cap (OctoTop) was iconic, but in today’s market it had two major drawbacks: usability and recyclability.
The shift wasn’t just a cap replacement; it was a holistic tube redesign built around Corporate Social Responsibility (CSR).
The Official Motivation: Sustainability and Simplification
Mono-Material Solution: The original tube used Aluminum Barrier Laminate (ABL)—a mix of aluminum and plastic layers that made recycling difficult. The new version is an all-plastic laminate using Albéa’s Greenleaf™ technology, with a multilayer sleeve made entirely of HDPE (Sustainability MEA, 2024).
Weight Reduction: The redesigned tube is 23% lighter than the former ABL version—reducing the carbon footprint in production and logistics (Packaging Gateway, 2024).
Simplified Components: The tube’s materials dropped from five to two, and components from three to two (Global Cosmetic Industry, 2024).
Flip-Top OctoTop Closure: Using Albéa’s EcoTop flip-top system, the cap maintains the signature octagonal look while making the entire package fully recyclable in standard PE recycling streams across Europe and the US.
“Weight reduction and recyclability were therefore at the heart of this project… the OctoTop improves the tube’s functionality for our customers.”— David Bayard, R&D Packaging Director, L’Occitane (Global Cosmetic Industry, 2024)
Clearly, this change isn’t just aesthetic—it’s strategic.
Aluminum Tube (ABL) vs. the New Tube — What Really Changed
For cosmetic tubes, HDPE and LLDPE (Linear Low-Density Polyethylene) are now the preferred materials because they offer flexibility, durability, and recyclability—without compromising on appearance.
👉 At Leipack Abadi Industri, we also use LLDPE materials in our tube production lines in Indonesia. This enables us to support local brands with sustainable, mono-material tube options that meet international standards while maintaining affordability.
Twist Cap vs. Flip Top
As a packaging professional (and long-time user), I can say: the new flip top doesn’t just hit sustainability targets—it’s simply better to use.
I’ve lost countless twist caps over the years, but with the flip top, no more chasing tiny caps across the floor. It’s convenience and circular design in one.
The Packaging Pivot — Lessons for Beauty Entrepreneurs and OEMs
What can Indonesian beauty entrepreneurs and OEMs learn from L’Occitane’s redesign?
1. Sustainability = Smart Business
Sustainability isn’t a cost—it’s a competitive edge. The HDPE tube and flip-top closure prove you can meet environmental goals while improving convenience.
2. Prioritise Mono-Materiality
Moving from complex ABL tubes to all-plastic laminates (HDPE or LLDPE) simplifies recycling and reduces production complexity.💡 Our own tube factory, Leipack, produces LLDPE-based extruded tubes that are fully compatible with PP flip-tops made in-house—creating a one-material system that supports recyclability and smooth manufacturing.
3. The Power of Flip Tops
Flip-top closures (PP or HDPE) provide one-hand use, secure sealing, and consistent dosing. They’re the global standard for modern, high-volume beauty packaging.
4. Balance Heritage and Innovation
L’Occitane kept its octagonal look while embracing change. You can evolve packaging without losing brand identity—a perfect example of function meeting storytelling.
As packaging specialists at Lumei, we often remind clients: “If a heritage brand like L’Occitane can modernise a cult favourite, your packaging refresh can too — provided it’s backed by user data and clear intent.
Here’s the takeaway:
The flip-top is a strategic innovation merging user convenience and sustainability.
Mono-material tubes (HDPE or LLDPE) are the future of recyclable packaging.
Brand legacy can coexist with modern efficiency.
If you’re exploring new cap or closure systems for your next product line, our team at Lumei can help you test functionality, material options, and cost-efficiency—without losing your brand’s essence. Contact us today to explore custom PP flip-tops and mono-material tubes proudly produced in Indonesia by Leipack Abadi Industri—helping your brand look premium and stay planet-friendly.
References
Albéa Group. (2024, February 14). L’Occitane and Albéa launch new lightweight, fully recyclable Greenleaf™ hand-cream tubes. Albéa Group. Retrieved October 29, 2025, from https://www.albea-group.com/news/loccitane-greenleaf-hand-cream-tube
Bayard, D. (2024). Interview comment on L’Occitane tube redesign. Quoted in Global Cosmetic Industry (GCI). (2024, February 16). Albéa helps L’Occitane & Pierre Fabre boost packaging sustainability. Retrieved from https://www.gcimagazine.com/packaging/containers/news/22874974/albea-alba-helps-loccitane-pierre-fabre-laboratories-boost-packaging-sustainability
Packaging Gateway. (2024, February 12). L’Occitane partners with Albéa Tubes for sustainable hand cream packaging.Retrieved October 29, 2025, from https://www.packaging-gateway.com/news/loccitane-albea-packaging-cream/
P
ackaging Dive. (2024, March 7). Redesign round-up: L’Occitane, Blue Moon Beer, Denizen Rum, and others embrace eco packaging. Retrieved from https://www.packagingdive.com/news/redesign-loccitane-blue-moon-denizen-rum-crystal-skull-otterbeins-cookies/694963/
Sustainability Middle East. (2024, February 14). L’Occitane partners with Albéa to revamp packaging of hand cream collection. Retrieved from https://www.sustainabilitymea.com/loccitanepartners-albea-to-revamp-packaging-of-hand-cream-collection/
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