Global Cosmetic Industry recently surveyed experts in cosmetics packaging to surface the latest trends, which include 3D deco printing, airless glass, body care, single-dose sampling options and more.
Log in to view the full article
Global Cosmetic Industry recently surveyed experts in cosmetics packaging to surface the latest trends, which include 3D deco printing, airless glass, body care, single-dose sampling options and more.
1. Eco-friendly Cosmetic Packaging Materials
“In terms of packaging trends, sustainability remains a focal point,” says Jeff Carbone, sales manager, south region, at Baralan USA. “Baralan not only offers PCR materials ranging from 30% to 100%, but also a comprehensive line of 100% virgin plastic alternatives. We’ve introduced an organic scraps line that utilizes materials such as coffee peel and rice husks, alongside plastic closures free from carbon black and bio-based materials featuring biopolymers derived from renewable resources and natural materials not associated with the food chain.”
“Brands are increasingly incorporating more PCR (post-consumer recycled) material into their packaging to align with ESG commitments and meet consumer demand for more responsible packaging,” says Melanie Gaudun, business development and marketing manager, Viva Healthcare Packaging. “At Viva, we offer up to 87% PCR in tube sleeves and up to 100% PCR in tube applicators, closures, oval tube shoulders, sticks, and jars. Currently, more than half of our packaging includes PCR, and that number is growing.”
“With our IML tubes, achieving the ‘wow’ effect doesn't come at the cost of the environment and provides brands packaging where luxury and sustainability go hand-in-hand,” says Amanda Anson, ICONS|America’s marketing manager. “The entire tube is made with PP materials, suitable for curbside recycling and is also available with PCR. As an added bonus, our on-shore USA manufacturing facility near Charlotte, North Carolina, reduces carbon footprint and shortens shipment delivery lead times to North American locations.”
2. Airless & Refillable Cosmetic Packaging Formats
“One of our standout launches is the premium version of our airless glass packaging,” says Carbone. “As our airless glass containers gain popularity in the market, we’ve innovated further by introducing a ‘recharge’ feature for our 30 ml bottle. Emphasizing sustainability, this luxury outer shell can be integrated with the bottle, eliminating the need for disposal. Subsequent orders only require the bottle and service cap, making this package a distinctive offering that enhances any brand's image.”
3. Sustainable Deco with a Wow Factor
“Another launch that we are excited about is our 3D printing decoration,” says Carbone. “Baralan has the ability to add dimension to our bottles and caps in a completely innovative way.Baralan
“One major packaging trend we are seeing is ‘minimalism with personality,’ which combines clean, simple designs with unique, eye-catching elements,” says ICONS|America’s Anson. “The unlimited decoration capabilities of our IML (in-mold labeling) tube technology enables brands to capture this trend perfectly, allowing complicated multi-finish matte and gloss artwork designs with a vibrant metallic or holographic effect or subtle but stunning decoration accents. These details allow brands to embrace minimalism while maintaining individuality.”
Anson adds, “Another growing trend is the use of vibrant colors and bold photo quality designs, exemplified by our latest launches with Maui Vera and their sun care range. Our patented IML tube technology allows eye-catching graphics that span the entire tube, from shoulder to crimp, transforming a simple tube into a vibrant work of art.”
She adds, “Our patented injection molded, IML tube technology helped bring Maui Vera’s vibrant, intricately designed packaging vision to life, ensuring their products not only protect the skin but also align with environmental values. Maui Vera’s packaging needed to capture the essence of the brand: vibrant, natural, and environmentally conscious.”
Anson continues, “ICONS|America rose to the challenge, leveraging their expertise to create tubes using our advanced in-mold label printing technology that are as eye-catching as they are functional. The result is a range of sun care products encased in colorful tubes adorned with intricate designs that evoke the beauty and spirit of Hawaii.”
"Our partnership with ICONS|America has been incredibly smooth and professional,” says David McCord, president of Maui Vera. “Their team has consistently provided us with valuable support and resources, ensuring that our packaging needs are met promptly and effectively. Their commitment to quality and eco-friendly practices aligns with our values and sustainability goals.”
4. Packaging for Beauty’s Body Care Boom
For example, Gaudun says, the “Ban Underboob Sweat Shield uses a 2.5 fl. oz. tube to tackle sweat protection in the bra-line with a wide applicator. This innovative packaging solution enhances user experience while emphasizing eco-friendly practices.”Viva/Ban
For example, Gaudun says, the “Ban Underboob Sweat Shield uses a 2.5 fl. oz. tube to tackle sweat protection in the bra-line with a wide applicator. This innovative packaging solution enhances user experience while emphasizing eco-friendly practices.”
She continues, “Tubes are injection-molded in a calming green palette with a silky exterior. The wide applicator includes a soft TPE surface and a three-slot orifice for easy application. The translucent overcap, provides a continuous green visual from crimp to cap, in a mono-material polypropylene structure that ensures compatibility with recycling per APR guidelines. In addition, the tube sleeve features 87% recycled PP, while the applicator is crafted with over 95% recycled PP.”
Gaudun concludes, “These tubes showcase the beauty of in-mold label decoration, with calming green Flexo inks, and spot gloss to emphasize the brand against a soft velvet background. In the Ban Underboob Sweat Shield tube, comfort meets sustainability in a greener user experience.”
5. Single-use Samplers for Cosmetics
“In the competitive beauty industry, effective sampling campaigns are crucial,” says Amy Pan, CEO, Epopack. “Traditional single-dose samplers often fail to deliver desired results, as they don’t provide enough product for consumers to fully experience its benefits. Many customers find it hard to assess a product's effectiveness from a single use, making these samplers less impactful and potentially costly with minimal returns.”
She continues, “A new trend, deluxe samplers, is revolutionizing the market. Offering a larger volume, these samplers allow consumers to use the product multiple times, providing a more comprehensive trial. This extended use period significantly increases the likelihood of customers recognizing the product’s benefits and converting to full-size purchases.”
Pan notes, “Moreover, deluxe samplers can be fully customized to match the look and design of full-size products. This consistency ensures that brands maintain their style and image, effectively communicating their identity and values. Deluxe samplers serve as miniature versions of the full-size product, enhancing the brand’s appeal and perceived value.”
In addition, she says, “Deluxe samplers offer a luxurious experience, aligning with the brand’s aesthetic and building trust with potential customers. They represent a strategic evolution in beauty sampling, addressing the limitations of single-dose samplers by providing ample product and maintaining brand integrity.”
Pan concludes, “For beauty brands aiming to make a lasting impression and drive conversions, investing in deluxe samplers can be transformative. As the beauty market evolves, deluxe samplers are proving that a more immersive sampling experience can significantly impact consumer perception and loyalty.”
