Airline amenity kits have come a long way since they first appeared on flights in the 1950s, evolving from a simple bag of cotton balls and chewing gum, to luxury brand pouches filled with skincare products, ear buds and eye masks.

As with seats, menus and wine lists, the amenity kit is a hotly contested feature of premium air travel, and airlines regularly update their products with new big-name brand collaborations.

This week Qantas announced a tie-up with Australian clothing and skincare brands R.M. Williams and Grown Alchemist, for a new collection of amenity kits in business class.

Qantas group chief brand and corporate affairs officer Danielle Keighery said customers “valued a bespoke amenity kit” and the collection was designed to be a “keepsake that elevated the premium on-board experience even further”.

But at the same time, some airlines are ditching amenity kits as part of the move to more sustainable travel and in recognition of the fact seasoned travellers tend to come well equipped with their own toiletries and accessories.

Fiji Airways announced its decision to scrap the kit last year, after years of monitoring the number of bags left behind on flights. Singapore Airlines has also experimented with providing amenities to passengers on demand, and Saudia Airlines ran a promotion whereby passengers were rewarded with “green points” if they opted for an empty bag rather than one filled with plastic bottles.

Cairns-based Tree Hugger Travel founder John Whelan said he believed amenity kits no longer had a place on long-haul flights, and passengers should be encouraged to bring their own toiletries.

“We have moved on from the early days of the ’80s and ’90s when it was a big deal to board a flight, and getting a little bag of amenities added to that feeling of specialness,” Mr Whelan said.

“The world’s changed from a sustainability perspective, and more and more people recognise those kits are just a bit of plastic in a bag.”

He predicted resistance to such kits would only increase as awareness of the health risks posed by “forever chemicals and micro-plastics” grew. “There’s so much data coming out now about how bad chemicals and plastics are in food containers and packaging,” Mr Whelan said. “We do see families becoming more aware of the effect on their children’s health and the kids are growing up knowing that such packaging is potentially hazardous in the long term.”

Considerable advances have been made by airlines in eliminating single-use plastics from flights, including those typically found in amenity kits.

Emirates now uses “vegan leather” made from cactus leaves for its amenity kit pouches, while Delta opts for recycled aluminium and Virgin Atlantic has switched to paper sourced from responsibly managed forests.

Bamboo or wheat straw toothbrushes are included in Qantas’ amenity bags, and items such as socks and eye masks are typically made from recycled polyester.

In economy and premium economy kits, toothpaste now comes in a paper sachet, and craft paper rather than plastic is used to wrap items in a move designed to remove more than seven million single-use plastics from Qantas flights a year. Executive Traveller editor-in-chief David Flynn said amenity kits were not only a part of the business class experience on a premium-class airline, they were an excellent branding and marketing opportunity.

“They’re a surprise-and-delight gem for infrequent travellers, but the more often you fly – and this is especially the case with women – the more likely you’ll pack your own choice of skincare products,” said Mr Flynn, who typically makes 30 flights abroad a year, in premium-class cabins.

R.M. Williams head of marketing Victoria Taylor said the partnership with Qantas was united by a shared commitment and a belief in “things that endure, are made with humility and defined by quality”. “Our products are crafted for the long road, designed to travel well and endure over time.”