Ursa Major Unveils New Look

Ursa Major, the B-Corp skincare brand known for its forest-infused formulas, has unveiled a fresh new look — one that, according to the brand, better reflects its Vermont roots and ongoing commitment to sustainability.

The updated design was soft launched in April 2025 with Forest Water, its new hydrating HA serum. However, this transformation has been years in the making, with the brand seeking packaging that would significantly reduce plastic use without compromising on product quality or functionality.

As part of an overall effort to reduce its environmental impact, the clean skincare brand has cut its plastic footprint by more than 50%. Most of its packaging is now made from glass or aluminium, and 87% of the remaining plastic comes from post-consumer recycled (PCR) materials.

“For us, this packaging evolution was about doing right by the planet and doing right by our customers,” says Ursa Major co-founder Emily Doyle. “First and foremost, it was a sustainability journey — we wanted to reduce our plastic footprint as much as possible (and it was far more difficult than we expected!) but we are so proud that ~83% of our product packaging is now glass or aluminium.”

The refreshed packaging brings a more elevated, cohesive look across the line. Inspired by the fresh air and vibrant scenery of Vermont, the new design features bold colours and layered mountain motifs, brought to life through dual-finish silkscreen printing. It’s a cleaner, more intentional aesthetic that, in true Ursa Major style, feels every bit as considered as the formulations inside each bottle.

“With these changes, we also had the opportunity to level up our packaging and really celebrate our brand spirit with beautiful finishes, clearer wayfinding, and a final result that just feels very ‘us’, very ‘right’,” says Doyle. “We are so excited about how this came together and we hope our customers love it as much as we do!”

Ursa Major continues to maintain its Certified Plastic Negative status, offsetting the plastic it does use through ongoing environmental initiatives. It has also strengthened its partnership with Pact Collective, making it easier for customers to responsibly recycle their product empties.

This latest chapter marks a natural evolution for Ursa Major. It honours the brand’s origins while moving confidently into the future, underscoring what Ursa Major has always stood for: high-quality, effective skincare made with forest-found ingredients and a thoughtful approach to the planet we all share.

Customers can shop Ursa Major online at ursamajorvt.com. In the UK, the brand is also available via Healf, while US customers can find it at Credo and Dermstore.