Market-driven Packaging Innovation for Beauty


The recent Luxe Pack NY show and announcements in the packaging industry have pointed to major changes in the industry, particularly in the areas of eco-design, speed-to-market, indie brand-focused services and the emerging cannabis beauty category.

Speed & Indies Driving New Services

As the pace of the beauty market has continued to accelerate, particularly in response to indie and direct-to-consumer brands, the supplier and manufacturer base has evolved to offer new resources for fast and small-scale brandsa. For instance, a visit to Fusion PKG’s booth during Luxe Pack revealed that its turnkey business has continued to grow substantially, signaling a continuing trend.

Here is a roundup of emerging services to drive speed and indie innovation for the market.

In-stock for Quick Turnaround

East Hill’s newly launched Instockpack platform ( offers ready-to-shop packaging with 48-hour turnaround times, fast delivery and low minimum order quantities. The portfolio includes a growing list of tubes, airless packaging and jars for beauty and personal care brands.

Faster Product Innovation

Innovation Counter (, based in Chatsworth, California, is a new full-service product development service aimed at combining creativity and speed. The initiative is led by Fadi Mourad, formerly of Dollar Shave Club and Estee Lauder, and Moe Witwit, former VP of R&D at Thibiant International.

“Today, a brand’s innovation strategy is not able to evolve as quickly as the consumer,” says Mourad. “A major problem at the brand level today is that alignment of these creative, strategic and technical elements takes too long.”

Innovation Counter combines R&D, product development, marketing, packaging design and regulatory in a single service to ensure brands achieve their desired speed, innovation and result in the marketplace.

Speed-to-market and Consumer Engagement

Toly Products and Sussex IM highlighted the organizations’ alliance during Luxe Pack New York, which served as a platform for their design, development, and turnkey and bespoke capabilities for cosmetics.

The companies pair packaging such as compacts and makeup containers with sales, marketing and product development capabilities, as well as central-U.S. manufacturing.

During Luxe Pack, Sussex displayed its collaboration with Inkworks Printers LLC to highlight capabilities in digital watermarking and in-mold labeling for high visual impact and quick turnaround.

Toly Products maintains corporate offices in Malta and plants in Malta, China and Korea. The company also has sales offices in Malta, France, the United Kingdom, Belgium and the U.S. East and West Coasts.

“We are excited to join forces to offer U.S. beauty customers this opportunity by partnering together,” says Toly CEO, Andy Gatesy.

Sussex IM CEO, Keith Everson, added, “We aim to offer the advantages of a large fully integrated group while maintaining the autonomy, agility and entrepreneurial spirit of private, independent companies.”

Stock and Low Minimums on the Rise

A number of packaging companies have expanded their stock packaging arrays while finding new ways to address customers requiring low minimums (see East Hill).

To illustrate these trends in action, WWP—in addition to offering its custom design capabilities—has expanded its range of cosmetic components, tubes and turnkey (product development, primary and secondary packaging, regulatory guidance, manufacturing and filling, and logistics) services to offer greater speed-to-market. 

Want to read the full article? Check out the July/August 2019 digital edition of Global Cosmetic Industry magazine. 

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