Good ideas often come from everyday actions. That’s what Michele Franchetto, founder of Greenatural, tells us as he explains how the Bag-In-Box cosmetic line was created—today one of the most popular formats among environmentally conscious customers.

“It all started at home, from our family routine. My wife and I, with two children, realized how much single-use plastic we were consuming every month between shampoo, shower gel and cleansers. From there came the need: to find a practical, sustainable system suitable for everyday use. That’s how the bag-in-box solutions were born.”


The concept is simple: large formats of 5 kg and 10 kg, easy to use for refilling bottles, which drastically reduce the use of plastic containers while maintaining product quality unchanged, as the product remains vacuum-sealed inside the bag. The tap dispenser allows for convenient, hygienic and waste-free dispensing. Once the bag is empty, it can be recycled with plastic.

Among the most appreciated products in this format is the Mint and Orange Hand and Body Cleanser, refreshing and citrusy, ideal for the whole family. This is followed by the Frequent Use Shampoo with Flax and Nettle, perfect for daily use, and the Toning Shower Gel with Cardamom and Ginger, loved for its spicy and energizing fragrance.


“Many people ask us if we will also produce conditioner in Bag format,” says Michele, “but for now it’s not possible: the consistency is too dense and doesn’t flow properly from the tap. To make it suitable for Bag format, we would have to alter the current formulation, and we prefer not to do that just to expand the range.”

Today, cosmetic Bag-In-Box products represent a concrete alternative for those who want to make sustainable choices without giving up the quality of natural products. It’s a choice born from a real need—that of a family—which today translates into a daily gesture capable of making a difference for the planet.

Discover them all here 🌱