8-13

million tons of plastic end up in our oceans each year

92%

of plastics don’t get recycled due to lack of infrastructure and resources

83%

of tap water contains microplatic which can cause various health complications

Personas

Packaging Fall 2025

Collaborators

Milan Pema, Vyb Surendra, Lizel Kruger

Angela L.

Age: 26
Profession: Cosmetologist
Interests: Cycling, self-care, card games

Passionate for hair and skin care. Often called her “high-maintenance” because of her desire to take upmost care of herself. This passion for self care drove her to pursue cosmetology, she could bring her passion into the workplace. In her free time you can often find her shopping or outdoors.

TIDAL - Sustainable Skincare

TIDAL is a cosmetic brand dedicated to sustainability. All products are packaged in ocean-degradable seaweed bioplastics and compostable packaging. The brand provides transparency to consumers and encourages mindful consumerism.

Benchmarking

NotPla

Branded as disappearing packaging

Developed seaweed labels, coating, cutlery, and sachets

edible seaweed capsules

100% naturally degradable

Moodboards

Jared P.

Age: 43
Profession: Financial Advisor
Interests: Reading, Swimming

At 43, he’s a financial advisor with a deep appreciation for honesty, he is not a frequent skincare buyer. Outside of work, he gravitates toward quiet moments with a good book, anything visually inspiring, and time spent outdoors where he feels most grounded.