As prestige beauty brands seek packaging that delivers both visual impact and sustainability, Viva is expanding its portfolio of advanced decoration technologies designed to bridge the gap between luxury aesthetics and environmental responsibility.
The company is highlighting a suite of premium finishing capabilities—including its Platinum Series, Water Transfer Decoration platform and refillable packaging systems—that enable brands to achieve high-end shelf appeal while incorporating post-consumer recycled (PCR) materials and more circular packaging formats.
At the center of the portfolio is Viva’s Platinum Series, which uses advanced vacuum metallization to create mirror-like metallic finishes on jars, closures, sticks, lip gloss bottles and other packaging components. The technology offers virtually unlimited color possibilities, supports direct-print silkscreen decoration and can be applied to packaging containing up to 100% PCR resin.
Manufactured and decorated entirely in North America, the Platinum Series also supports shorter supply chains and reduced transportation impacts while helping brands maintain a prestige appearance.
Viva is advancing refillable packaging through its reuse-and-refill jar system. Viva
Viva is also advancing refillable packaging through its reuse-and-refill jar system. By replacing only the inner pod, consumers can reduce plastic usage by more than 80% with each refill cycle. The platform accommodates up to 100% PCR content across the jar, refill pod and closure, while offering premium decoration options such as vacuum-metallized closures, water transfer graphics, custom overcoat sprays and direct-print silkscreen designs.
Meanwhile, the company has significantly expanded its Water Transfer Decoration capabilities through investments in automation and domestic manufacturing. Recent upgrades eliminate traditional batch processing in favor of continuous, automated production, improving consistency, scalability and manufacturing efficiency.
The company has significantly expanded its Water Transfer Decoration capabilities through investments in automation and domestic manufacturing. Recent upgrades eliminate traditional batch processing in favor of continuous, automated production, improving consistency, scalability and manufacturing efficiency.Viva
Additional innovations include in-house molding, assembly and multi-process decoration, along with direct resin coloration that removes the need for background color layers in the water-transfer process. The result is a more streamlined manufacturing approach that delivers complex decorative effects while reducing production complexity.
As beauty brands increasingly look to combine sustainability credentials with premium consumer experiences, Viva’s latest investments reflect a growing industry trend: sustainable packaging is no longer expected to look sustainable—it is expected to look luxurious.
