BEAUTY THAT’S SUSTAINABLE
Greenwashing may be rampant in the
personal care industry—but not at
MWV. The Glen Allen, VA-based company provides a wide range of dispensers and packaging materials that
can help beauty companies protect
their products while they protect the
The company has market-leading
positions in two critical areas within
the beauty packaging sector. Its dispensing offerings includes fine mist
sprayers for perfume and pumps for
soaps and viscous
fluids. The company can also offer
via its acquisition
of Keltec. At the
same time, MWV
is a leader in the
John Perkins aging category
too, offering a
wide selection of paperboard, folding
cartons and rigid gift boxes.
A Range of Solutions
For skin care products, MWV’s patented Pure Path technology incorporates
the metal spring outside the fluid
pathway to eliminate the risk of corrosion and discoloration because no
metal comes in contact with the formula. That, in turn, lets formulators
use metal-sensitive ingredients in
Another innovation, the Aria
Airless dispenser, is recommended for
high-end, oxygen-sensitive cosmetics.
The airless system may even enable
formulators to reduce the amount of
preservatives in their formulations.
“Many of our key products support
sustainability in some way or form,”
explained John Perkins, vice president, MWV personal and beauty care
for the Americas.
MWV offers a range of
packaging solutions for
the personal care industry.
Also within the dispensing category, MWV’s Melodie pump with the
“NoC” invisible dip tube enables fragrance marketers to create aesthetically pleasing products.
“The Melodie engine is compact
technology that lets design teams create great products,” noted Mr. Perkins.
“And the NoC tube really speaks to the
aesthetic possibilities of a fragrance
Most recently, the company introduced ClickIt IP, a resin-injected version of the company’s Melodie ClickIt
pump. According to MWV, it offers
prestige fragrance brands a cost-effective, high-performance pump that provides the look and feel of traditional
ClickIt IP, a cost-effective, high-performance fragrance pump.
A Global Presence
In addition to an extensive range of
packaging solutions, MWV operates
on a global scale, with facilities all
over the world. In fact, the company
will open a manufacturing facility in
Mexico later this year.
“We have a global footprint, but
with local expertise,” explained Nick
Mysore, MWV’s senior director of
strategic marketing. “We can tweak a
package to keep the brand essence,
but make it work wherever a product
is sold, whether that’s the U.S., China
According to Mr. Mysore, four elements drive personal care packaging:
• Sustainability and
And all of the company’s packaging
solutions revolve around these four
To keep abreast of the latest trends
in the market, MWV also carries out
consumer focus groups.
“We want to know as much about
consumers as our customers,”
observed Mr. Mysore.
As MWV adds new facilities around
the world, the company is adding key
personnel as well. Most recently, on
Dec. 1, Thomas Jonas joined MWV to
lead its personal and beauty care business. In his role, Mr. Jonas will focus
on driving strategic growth strategies
for the MWV personal and beauty care
business through product development and commercialization, expansion throughout new and existing
markets, and efficient management of
the business’s global manufacturing
Mr. Jonas most recently served as
general manager of Alcan Beauty
Solutions and was a member of the
executive board of directors for Alcan
Fragrance & Cosmetic. Prior to joining