Baralan: sustainability, digital innovation and growth in skincare and perfume!

The Italian company, still family-owned, based in Trezzano sul Naviglio near Milan, will post a turnover of €55 million this year, employing a total of more than 300 people and operating in more than sixty countries, with eight sales offices and thirteen warehouses.
But Baralan is also and above all a group that today brings together no fewer than seven separate industrial and commercial entities, including Labor Plast S.r.l. (plastic injection moulding), Orella S.r.l. (screen printing and hot stamping), Gloss Tech S.r.l. (surface treatment and varnishing), Bianchi Mario S.r.l. (glass sandblasting and frosting), USS LLC (glass decoration), Baralan USA Inc. (offices and warehouses), Socopack SARL, Baralan Limited, Be-Fifteen, and Baralan Shanghai Ltd.
This year’s objectives were clear: to focus on sustainability, digital innovation and customisation, with a desire to grow in the skincare and fragrance segments. Explanations by Caroline Baranes, Chief Business Officer.

Is your main market, historically nail polish, still the most important? At one time, it accounted for up to 70% of the group’s business. How are your markets distributed today?

Caroline Baranes: While nail polish packaging has historically been a major segment, our business is now much more diversified: we have a strong position in make-up (lipsticks, foundations, powders), skincare (airless glass solutions, refillable systems, jar refills) and perfumery (iconic glass bottles).
2024 was a positive year for the Group, marked by solid strategic advances and our ability to maintain operational continuity despite an uncertain global environment. Working with more than 60 countries, we were able to diversify our performance in response to local dynamics, consolidating our position in Europe and further developing our global presence through strengthened partnerships and product innovations aligned with market trends. Among the year’s key achievements, we published our first-ever ESG Report, a concrete demonstration of our commitment to sustainability, and launched innovative solutions that combine Italian craftsmanship with the most advanced industrial technologies.
We are constantly investing in innovation and sustainability, integrating recycled materials, modernising our production facilities and adopting cutting-edge technologies to ensure ever-higher quality standards that respect the environment.

Our efforts have focused on:
the development of alternative materials (biopolymers, recycled polymers, single-material solutions),
the optimisation of production processes (reduction of energy and water consumption),
digitalisation (AI, 3D configurators).

For 2025, investments have mainly focused on:
expanding "refillable and refill ‘ (Premium Re-Charge Case, Inner Cups),
developing the ’airless glass (DEA)‘ line, which is unique on the market,
strengthening the ’Innovation Hub" in Italy to anticipate trends,
and continuing the automation and digitisation of processes.

The advances we have made and are presenting are:
3D decoration (patented three-dimensional graphics on glass and plastic).
The first glass airless system without an internal plastic container.
A refillable case, compatible with airless and non-airless systems, combining design and sustainability.
Several refillable solutions for glass jars, reducing the use of disposable plastic.
New lines of glass bottles and jars (Raquel, Claudette Large, Whitney).
Refillable single-material (PP) lipsticks and sticks.

Do the increases in customs duties really impact your business?

Caroline Baranes: The increase in customs duties is undoubtedly a challenge for the entire sector, but for us, it also represents a great opportunity for growth and strengthening. Thanks to the ongoing investments we have made in the United States (with a local production site and strategic stocks), we are able to effectively support the market and our customers, limiting any negative impact.
Rather than an obstacle, we see customs duties as a sign of the strength and strategic importance of the US market, where we have chosen to consolidate our presence through targeted investments. This situation encourages us to be even more innovative and flexible, turning every challenge into an opportunity for improvement and sustainable growth.
Our mindset is clear: every change is a lever to strengthen our supply chain, increase value for our customers and confirm our role as a reliable partner in a constantly evolving market.
Our subsidiaries in the United States, located in New York, California, Florida and New Jersey, are strategic hubs for serving North and South America, while our Shanghai headquarters and local partnerships support growth in Asia.
In the primary packaging sector, our strengths lie in the quality of Made in Italy, an integrated industrial organisation and creative design capable of interpreting the needs of global markets. We offer customised, reliable and sustainable solutions that support our customers around the world, combining craftsmanship, innovation and environmental responsibility.

The environment is a major focus today for all suppliers in the beauty sector. Where do you stand on this issue?

Caroline Baranes: Sustainability remains a strategic pillar for us: the development of single-material and fully recyclable solutions is currently underway, in accordance with PPWR guidelines, with the aim of supporting and guiding customers in their transition to more responsible packaging, without compromising on innovation or quality.
We have formalised our commitment with the publication of our first ESG report, which sets out the Group’s environmental, social and governance vision and objectives. We take a holistic approach that integrates product design, production processes and stakeholder engagement, with the aim of generating long-term sustainable value.
In 2025, among the most significant corporate initiatives, we are placing greater strategic priority than ever on sustainability, focusing in particular on transparent reporting and reducing our environmental footprint.
We are currently working to expand our emissions mapping to Scope 3, a key step in monitoring and mitigating environmental impact throughout the value chain, thereby reinforcing our existing commitments to Scopes 1 and 2. At the same time, an in-depth analysis (Double Materiality Assessment – DMA) is underway to identify the most relevant performance indicators (KPIs) for sustainability reporting.
This process enables us to identify the environmental, social and economic issues that are most significant for us and our stakeholders, by assessing impacts, risks and opportunities in an integrated manner and consolidating our sustainability strategy and reporting framework.
Our commitment is also reflected in product innovation, through the development of lighter, modular, refillable packaging solutions designed with recycled, recyclable or bio-based materials — in line with the principles of the circular economy and emerging regulations such as the PPWR regulation.
This journey demonstrates that it is possible to combine creativity and aesthetics with performance, quality and a high level of environmental responsibility.