Welcome to this Green Beauty Opinion on the challenges of changing consumer perceptions about the image of solid formulations from homespun artisan goods to luxury cosmetic purchases.   Following on from the last podcast episode on innovative sustainable packaging solutions, Formula Botanica CEO and podcast host Lorraine Dallmeier asks why consumers won’t see solid formulations as on a par with their high-performance emulsions and serums.  With the beauty industry responsible for tens of billions of packaging units ending up in landfill each year, it is imperative that both manufacturers and consumers embrace solutions such as refillable beauty and solid formulations that can do without most packaging in the first place.   Why banish solid formulations to functional products for cleansing and washing? Already, solid formulations have the capability to cover an exciting range of cosmetics including those with active, efficacious ingredients such as retinoids.  Lorraine says that the only thing holding manufacturers back is their perception that consumers conceive of high-performance cosmetic formulations as needing liquid forms and luxury packaging. But, there are exciting opportunities for the innovators and the climate crisis demands action and leadership from both mainstream big brands and the indie beauty community.  Lorraine’s challenge to us all, whether as formulators or beauty consumers, is to take action now and start shifting perceptions by changing our own behaviour by both formulating and choosing solid cosmetics.  Listen in for a thought-provoking five minutes that challenges us to be the voice of change and integrity, making the beauty industry better and more sustainable.