Collaboration in pre-competitive packaging innovation was already relatively widespread in beauty, with major brands and big packaging players co-developing new formats. Most recently, L'Oréal and Albéa collaborated to develop and launch paper-based tubes that L'Oréal rolled out in France earlier this month under its La Roche-Posay brand. Albéa Packaging had also recently worked with Colgate-Palmolive to develop and launch its 100% recyclable tubes for its vegan toothpaste launch at the beginning of this year.