Can you introduce yourself, your role and experience in the packaging industry?
Romana Guennoud – I was born and raised in France before moving to Dubai three years ago after completing my engineering degree in polymers. I started my career at Huda Beauty as a Junior Packaging Engineer, and I’m now working as a Packaging Engineer. Over the past three years, I’ve been involved in developing both primary and secondary packaging for makeup products across all categories—color, complexion, and skincare.
I’m really passionate about makeup, skincare, and even interior decoration. I love finding inspiration in creative and beautiful things, and that’s what keeps me motivated in my work!
What inspired you to pursue a career in the packaging industry?
Romana Guennoud – When I went to engineering school to study polymers, I had to choose between specializing in formula development or packaging. I went with packaging because it felt like the perfect mix of creativity and the excitement of designing something beautiful and tangible.
I always knew I wanted to work in beauty – ever since I was about six years old, I’ve been obsessed with the makeup world. Growing up, I was surrounded by makeup and all things aesthetic, thanks to my mom and sisters. I used to sneak into my mom’s collection and steal her lipsticks!
Huda Beauty has been a brand I’ve admired since the very beginning, so being part of this industry feels like a dream come true.
What is one of the biggest challenges you’ve faced as a young leader in the packaging industry?
Romana Guennoud – I feel like people in packaging don’t always understand why certain things can’t be done due to technical constraints, limits, or regulations. Sometimes we have to explain why a project isn’t feasible and offer alternatives, which can be frustrating.
Formulas are usually developed much quicker, while packaging can take months to perfect. After the prototype is approved and the first production pieces are made, the mold design process can take a lot of time. Not everyone fully understands why packaging development takes as long as it does.
If you could change one thing about the packaging industry, what would it be and why?
Romana Guennoud – I really wish we could move away from the idea that sustainability means something has to look plain or unattractive. It’s absolutely possible to have luxurious and sustainable products! Whether from a brand or a consumer’s perspective, there’s often this belief that sustainable products can’t be beautiful—but that’s just not true. It’s time we shift this mindset.
How do you see the role of future leaders like yourself in shaping the direction of the industry?
Romana Guennoud – We are definitely more focused on sustainable solutions, while also pushing for innovations that are more customizable, luxurious in look, and easier to use.
What advice would you give to young professionals who are just starting their careers in packaging?
Romana Guennoud – I’d tell them to keep being creative and innovative, even though project timelines can get really busy. The best way to create the products of tomorrow is by holding on to that creative, no-limits mindset that’s in our packaging engineer DNA. In the workplace, it’s easy to get caught up in goals and deadlines, but if we don’t take a step back, we can lose that creativity. It’s important to hold on to that spark, even though it’s not always easy.
What does it mean to you to be selected as a Future Leaders de Paris Packaging Week ?
Romana Guennoud – I am super proud & excited for this journey. It really means a lot to me as I am truly passionate about my job & the packaging within the beauty industry in general.
