From her early fascination with makeup to leading the charge in sustainable packaging, Romana Guennoud shares her journey from France to Dubai, transforming the beauty industry one product at a time.

Empowering the Future of Sustainable Luxury in Packaging

The Path to Engineering Excellence

Born and raised in France, Romana Guennoud embarked on an educational journey that led her to specialize in polymers. Her move to Dubai three years ago marked the beginning of her career as a Junior Packaging Engineer at Huda Beauty. Today, she stands as a seasoned Packaging Engineer, instrumental in developing both primary and secondary packaging for makeup products across various categories including color, complexion, and skincare. Romana’s passion for aesthetics and design fuels her dedication to crafting beautiful, functional packaging solutions. Her inspiration comes from the world around her—from creative artistry to interior decoration—keeping her motivated and innovative.Romana’s interest in the packaging industry was sparked during her engineering studies when she chose to focus on packaging over formula development. This decision allowed her to merge her love for creativity with the practical challenge of designing tangible, visually appealing products. Growing up surrounded by makeup and all things aesthetic, Romana developed a deep appreciation for the beauty industry. Her admiration for brands like Huda Beauty has made her career feel like a dream come true, blending her personal passions with professional aspirations.

Navigating Challenges in Packaging Development

One of the most significant challenges Romana faces is bridging the gap between technical constraints and consumer expectations. Often, people outside the packaging industry do not fully understand why certain projects are not feasible due to limitations or regulations. Explaining these constraints and offering viable alternatives can be frustrating but essential. Another challenge lies in the timeline disparity between formula development and packaging creation. While formulas can be developed relatively quickly, packaging often requires months of refinement. The mold design process, in particular, can be time-consuming, yet crucial for ensuring quality and functionality.

Redefining Sustainability in Packaging

Romana believes it’s high time to change the perception that sustainability equates to plain or unattractive packaging. She advocates for luxurious and sustainable products that maintain their aesthetic appeal without compromising environmental responsibility. Both brands and consumers often hold the misconception that eco-friendly packaging cannot be beautiful. Romana emphasizes that this mindset needs to shift. With innovative materials and design techniques, it’s entirely possible to create packaging that is both sustainable and luxurious, proving that beauty and sustainability can coexist harmoniously.

Shaping the Future of Packaging Leadership

As a young leader in the packaging industry, Romana envisions a future where sustainability and innovation go hand-in-hand. She foresees a trend toward more customizable, user-friendly, and visually striking packaging solutions. By focusing on sustainable practices, Romana aims to lead the industry towards greener, more responsible methods while maintaining the luxury and elegance that consumers expect. Future leaders like Romana will play a pivotal role in driving these changes, ensuring that the packaging industry evolves in a way that benefits both the environment and end-users.

Advice for Aspiring Packaging Engineers

Romana advises young professionals entering the packaging field to remain creative and innovative despite the pressures of tight project timelines. It’s easy to get caught up in deadlines and goals, but holding onto that initial spark of creativity is crucial. Romana encourages new engineers to embrace a no-limits mindset, as this approach leads to the development of groundbreaking products. Balancing creativity with practicality is key to success in the packaging industry. Romana’s own experience underscores the importance of staying passionate and committed to innovation, even when faced with challenges.

Achieving Recognition as a Future Leader

Being selected as a Future Leader for Paris Packaging Week is a milestone achievement for Romana. This recognition reflects her dedication and passion for the packaging industry, particularly within the beauty sector. For Romana, it’s not just about the accolade; it’s about the opportunity to contribute meaningfully to the industry’s evolution. She views this selection as a platform to inspire others and continue pushing boundaries in sustainable and innovative packaging design.