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James Cropper partners with sustainable fragrance

Packaging Solutions


James Cropper has partnered with a new player in the fragrance market to deliver a circular packaging solution.

Complementing BelRebel’s vision of creating a fully eco conscious offer, the fragrance challenger brand selected the Vanguard range of paper to create the boxes for its seven fragrances, as well as the absorbent tester blotters for fragrance evaluation. Containing 30% upcycled fibre, the Vanguard paper gives a second life to recovered fibre and is blended with fresh fibre from sustainable forestry sources to deliver beautiful papers without any compromise on performance or beauty.


The BelRebel team selected cherry, raspberry, daffodil and orange from the Vanguard palette of 28 colours which offers customers soft pastels with understated elegance, through to intense bolds and cheerful bright shades. The vivid colour choices encapsulate the brand’s bright and bold rebel personality, making the world a much more colourful place.

The chosen shades reflect the narratives of each fragrance, helping to communicate the charisma contained inside the perfume itself from the moment consumers see the product: a seamless transition between the fragrance and its packaging.


The packaging is minimalist and sleek and yet its personality is maximised through the colour and design. The design ensures only an essential amount of material is used. Likewise, the blotters are ink free, with die cut branding and a series of regimented holes across the surface. This fits strongly with the brand’s design philosophy on adopting sustainable practices, right from the precious materials that produce the fragrances through to the packaging.

Having launched in 2020 and immediately having to navigate the pandemic, BelRebel’s early experiences distilled the company’s brand positioning. The fragrances are designed to create an emotive response and a nostalgic experience, each experimenting with unexpected ingredients for unique fragrance blends. All ingredients are ethically sourced, sustainably packaged and always made in-house in London.

Lynn Connelly, business development manager for luxury packaging at James Cropper, said: ‘This partnership demonstrates just how central sustainability is in the start up world. New businesses like BelRebel are able to challenge big global firms by appealing to the ever discerning group of consumers who will only choose brands that leave little to no trace on the environment.

‘Our FibreBlend Upcycled Technology means that we are able to provide off the shelf as well as bespoke papers which are not only beautiful and functional, but which also give new life to recovered fibre. BelRebel recognises the moral and commercial value in doing better, and we are excited to work with the brand as it continues to grow.’

Natalia Mizejewska, founder and CEO of BelRebel, said: ‘The world we live in is unsustainable, which is why we are working tirelessly towards undoing some of the damage. Responsible production means we can learn how to be circular and not only be a brand of today but also a brand of tomorrow. James Cropper’s holistic approach to sustainability covering upcycled fibre, responsible sourcing, water and colourant usage makes it the perfect partner. We are able to show the product’s personality with no damage to our ecosystem.’


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