At Luxe Pack New York, which was held on May 7-8, 2025, at the Javits Center on Manhattan’s West Side, the Brazilian glassmaker showcased its latest innovations in primary packaging for the perfumery, cosmetics, and wellness segments. In its third consecutive appearance at the event, the company highlighted its new decorative effects, new bottles focused on ergonomics and visual identity, and solutions aligned with the growing demand for sustainability.
Among Wheaton’s major launches were a series of new inner color effects. The technique that colors the inside of the bottle is available in three versions: Pearly Inner Color, which delivers a shimmering glow with a delicate finish; Chameleon Inner Color, which offers shifting colors depending on the angle of view, thus creating a dynamic visual impact; and Metallic Inner Color, which offers intense, sophisticated shine for high-end projects.
Other finishing innovations presented at Luxe Pack New York included Artistic Painting, to offer a vibrant and playful appearance to jars and bottles, and the Marble Effect Painting, which is ideal for positioning the bottle as a luxurious and exclusive object.
Beyond decorative solutions, Wheaton also unveiled new standard bottle models, grouped under the Harmony, Inspiration, and Surprise lines, designed for different categories within the beauty and personal care market.
Last but not least, the company also put the spotlight on its MB-1551-S refill bottle. Manufactured with 20% less glass mass, leading to approximately 15% reduction in CO₂ emissions, it features a screw collar to promote easy refilling and reuse without compromising the aesthetics of the packaging.
It’s worth noting that, since 2023, 100% of the electricity used at the company’s factory in the São Bernardo do Campo industrial, near São Paulo, where glass is produced and decorated, has come from certified renewable hydropower — ensuring zero Scope 2 emissions.
This year’s edition of Luxe Pack New York gathered over 200 exhibitors and around 4,000 visitors.
“LuxePack brings together the world’s leading brands and trendsetters. It’s the place where we prove that sophistication and efficiency can go hand in hand with environmental responsibility,” said Ricardo Lopes, Commercial and Marketing Director at Wheaton Group.
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