Let’s talk about predicted (and current) packaging trends for 2025-2026 in colour cosmetics and skincare!
Everyone has their hobbies and one of ours is that we enjoy staying on top of trends and following beauty businesses and manufacturers to keep on top of what the next big thing is (or predicted to be).
Doing so helps to keep us in the loop and better position ourselves to advise our clients on what packaging options are available and aligns the best with their overall goal and brand aesthetic.
So, let’s get into it! From doing a deep dive into the world of trends,
overall, the main theme we’re seeing is a heavy shift towards more personalised, sustainable/refillable and eco-conscious packaging.
Trend 1:
Sustainable and eco-conscious packaging
More and more brands are adopting biodegradable, recycled and recyclable materials to minimise environmental impact. (PCR, ABS, PP)
Innovations in packaging materials are now becoming mainstream.
Additionally, the industry is moving towards zero-waste packaging solutions, emphasising the reduction of single-use materials and promoting reusable/refillable options.
E-Commerce packaging (specifically for online brands/orders) considerations:
- Durability: Use materials that protect against transit damage, such as corrugated cardboard, or eco-friendly protective packaging shells, instead of wasted secondary packaging and large shipping boxes that require lots of packing.
- Lightweight Design: Reduce shipping costs by choosing lightweight materials and cutting back on unnecessary packaging for things like re-fills/orders.
- Sustainable packaging: Choosing protective packaging that can easily be recycled
- Unboxing experience is king: Beyond the above, an engaging unboxing experience can spark excitement and inspire customers to share their purchases on social media, contributing to the brands reach organically.
This is an important movement for most (if not all) brands to adapt to with there being such a heavy focus on being wasteful and using unnecessary secondary packaging and postal packing materials.
More often, brands are now judged on how wasteful they are and it’s becoming an area of complaint for customers.
Trend 2:
Refillable, Re-usable and multi-functional packaging
Refillable packaging is reshaping the beauty industry by providing both environmental and financial benefits. This trend strengthens customer loyalty while reducing single-use packaging.
Refillable packaging usually involves two components: a durable container (e.g. glass, aluminium, or heavy-duty plastic) and a lightweight refill (e.g. a pouch or capsule). This model is eco-friendly and aligns with the consumer’s desire for cost-effective solutions.
For example, Dior’s refillable lipstick cases and Kjaer Weis’s refillable compacts showcase how high-end brands maintain luxury aesthetics while adopting sustainability.
Considerations:
- Durability and Aesthetics: Use materials like aluminium or high-quality glass that look premium and last longer.
- Refill Formats: Offer versatile refills—pump cartridges, pouches, or pods—that are lightweight and easy to handle.
- Marketing the Benefits: Emphasize cost savings and the environmental impact of reusing container like the amount of plastic saved, to make the benefits tangible.
Refillable systems can also double as a branding opportunity. Chanel uses elegantly designed perfume bottles that customers refill at dedicated stations. Even smaller brands can create refillable beauty stations in stores or collaborate with local retailers.
Trend 3:
Product mini sets are trending for several reasons, tied to evolving consumer behaviour, brand strategy, and social media influence. Here’s why they’re gaining popularity:
Trial Before Commitment
- Mini sets let consumers try multiple products without committing to full sizes.
- Especially useful in skincare, makeup, and fragrances where individual preferences vary widely.
Gifting Appeal
- Mini sets are perfect for gifting—affordable, visually appealing, and seen as thoughtful.
- Popular around holidays, birthdays, and special occasions.
Portability and Convenience
- Ideal for travel, gym bags, or on-the-go lifestyles.
- Consumers love compact, functional options that save space.
Sustainability Trends
- Some brands use minis to reduce waste by encouraging mindful consumption.
- Others use refillable minis or eco-friendly packaging as part of a green strategy.
Limited Editions & Exclusivity
- Mini sets are often released as limited editions or exclusive collabs, tapping into FOMO (fear of missing out).
Along with the 3 main trends I mention above, I wanted to include a list of additional packaging trends that are predicted to be popular in 2025 onwards:
E-commerce conscious / packing materials
Chubby sticks!
The Cherry aesthetic
Solid perfumes
Personalisation and customisation
Innovative shapes, materials and luxury/playful finishing/layering processes (think Joonbyrd, Guerlain perfume etc)
Focus on hair strength and scalp care
‘Smart Packaging’ and the use of AI / AR
Inclusive and accessible design (e.g. Braille)
A rise in men’s personal care
Minimalist and aesthetic designs (TikTok trends/GenZ & Alpha)
Mono-Material PP Lotion Pumps
Innovative use of textures and materials e.g. soft touch
Pantone colour of the Year 2025: Mocha Mousse
