10 cosmetic packaging trends to surf on
10min read
23/02/2023
With the boom in e-commerce and the growth of small brands on the web, the world of cosmetics has become more competitive than ever. As a company in the sector, you need to stand out from the crowd at every stage of your customer journey.
The good news is that packaging can help you do just that. Discover here the 10 cosmetic packaging trends you can surf on. On the agenda: eco-responsibility, loyalty and the “wow effect”!
What do consumers expect from cosmetic packaging?
When buying cosmetic products today, your consumers have more than just effectiveness in mind. They are now used to looking closely at their composition, making sure that the ingredients used do not contain endocrine disruptors, that they are natural or organic products, and that they are not tested on animals.
In short, the trend is now towards green beauty, clean beauty, or even slow cosmetics – all terms that indicate consumers’ concern for the environment, sustainable development, and the transparency of the cosmetics industry on its manufacturing practices.
It is therefore only natural that the trend in cosmetic packaging follows the same logic. It is a matter of brand image for cosmetic brands today, whether they are part of the organic beauty movement or not, topackage their products in an eco-responsible way. Whether you sell your beauty or hygiene products via e-commerce or in physical stores, it is very important that you take the time to follow this trend.
What’s more, consumers are increasingly used to having strong experiences with the brands they buy from. They expect to be moved, from purchase to after sales, and to know the values behind the products. This is another trend that needs to change your packaging practices, especially in terms of personalising the experience you offer your customers.
10 cosmetic packaging trends to consider for your brand
After consulting these 10 cosmetic packaging trends, you will have in hand the keys to choose the types of packaging that will prove your environmental commitment, and provide your customers with differentiating experiences.
1- Opt for ecological materials
The first trend in cosmetic packaging is not surprising: it consists in using environmentally friendly materials to design your containers. Boxes, jars, cushioning materials, and even the cap of a vial, must be designed so as not to harm the environment.
Examples of inspiring ecological cosmetic packaging:
 |
The kraft gift box with magnetic closureThe kraft gift box with magnetic closure, whose corrugated cardboard has an ostensibly eco-responsible appearance. It is also available in a laminated and recyclable version, in ivory, red or black. |
 |
The folding box with windowThe folding box with window is a protective and value-adding box with a window that lets your products show through. |
 |
The gift box with separate lidideal for designing an attractive gift box |
 |
The matt black laminated display bag with drawstring handleselegant and attractive, while being 100% recyclable: ideal for your shops |
 |
The laminated display box with magnetic closurewith a beautiful finish and a PVC window that lets your cosmetic products appear in an aesthetic way while being recyclable |
 |
The gift box with satin ribbonThe gift box with satin ribbon, also totally recyclable, and available in different colours to match your brand image |
 |
The micro-flute casepractical to carry for your customers leaving your point of sale and ostensibly eco-responsible, thanks to its 100% recyclable microflute cardboard |
 |
The glossy coloured laminated bag with drawstring handlesThe glossy coloured laminated bag with drawstring handles, elegant, resistant, bright… and always totally recyclable |
Want to go further? Check out our top 7 green packaging ideas.
2- Reinventing plastic packaging
For many years now, the trend of plastic bashing towards brands, whatever their sector of activity, has been widely established. On social networks, we see many customers pointing the finger at the use of petro-sourced plastic in brands’ packaging. However, some types of plastic are indeed environmentally friendly – you just need to make it clear to consumers that they are, right on your packaging.
Examples of cosmetic packaging that follow this trend:
 |
PET plastic packagingplastic packaging, which is plastic made from recycled materials, giving a second life to old plastic packaging |
 |
Biosourced plastic packaging, made from corn or sugar cane starch |
 |
The 50% recycled plastic slider bagThe 50% recycled plastic bag with slider is perfect for shipping your products while ensuring the visibility of its contents. It also exists in a translucent version, in bright colours (green, blue or pink). |
 |
The opaque white square plastic jarThe 100% recyclable white square plastic jar, with its wide opening, allows small products to be easily placed inside. |
3- Guide your packaging to the right end of life
To be able to say that you care about the eco-responsibility of your cosmetics packaging, you must also make sure that your consumers understand how to take them to the end of their life cycle. In order to be truly transparent, make sure that the symbols related to the end of life are indicated on your packaging.
Examples of cosmetic packaging that follow this trend:
 |
Recyclable packaging, with the famous Möbius loop in the corrugated cardboard |
 |
Compostable packaging, either at home or in an industrial composting centre |
If you need to, find out more about the environmental logos you need to know here.
4- Do away with single-use packaging
Another trend in cosmetic packaging, which goes beyond the beauty and wellness sectors: reusable packaging. These allow you to doaway with single-use and move towards zero waste, while providing a good experience for your customers.
Examples of cosmetic packaging that follow this trend:
 |
Hipli packagespackages, designed to be reused up to 100 times, and are repaired in a special “parcel hospital” between each shipment, for optimal protection |
 |
Round trip packagingThe Hipli returnable packaging, ideal for facilitating the return of your products if you sell them on an e-commerce platform |
 |
The shuttle bag with gussets and handleswhose very large capacity allows your customers to carry large or numerous products from your shop |
5- Think less is more
In the same vein as eco-responsibility, minimalism follows the trend of transparency and “not overdoing it” in terms of design – and consumers of aesthetic products love it! That’s what makes sleek white or cardboard packaging designs with discreet lettering on them so trendy. The simpler a product is, the more transparent the brand is perceived to be, and therefore the more trustworthy the consumer is.
Examples of cosmetic packaging that follow this trend:
 |
White shipping casesThe white shipping carton, on which you can print your brand logo or slogan in an elegant way |
 |
The white shipping cartonThe white cardboard shipping box, which gives your cosmetic products added value and is highly protective, is ideal for sober mailings. |
The little extra to think about? The customization of these packages, which allows you to highlight your brand on your cosmetic packaging!
6- Choose colours that inspire eco-responsibility
If white is a colour that stands out as being close to the notion of the environment, other colours can give a natural character to your cosmetic products. This is the case with ochre, earthy or pastel tones, which have become a trend in cosmetic packaging in recent years. So, there is nothing like opting for cardboard or natural kraft paper packaging, with a very eco-responsible look!
Examples of cosmetic packaging that follow this trend:
 |
Kraft paper packaging, such as shipping pouches, or kraft paper cushioning, very protective despite their lightness |
 |
Wood curling, an ideal method of cushioning to give your gift boxes or e-commerce packages a natural look |
 |
The cardboard box with side closureA 70% recycled and recyclable cardboard box with a white kraft lining that gives it a very elegant and protective appearance |
 |
The brown recycled cardboard shipping box with instant assembly100% recycled and recyclable, very protective and with natural colours, clearly eco-responsible |
 |
The brown cardboard box with film insertThe brown cardboard box with film insert, practical for packing several small products in a larger box |
 |
The brown cardboard box with adhesive closurewhose anti-shock properties make it possible to ship particularly fragile products in a very secure manner |
7- Opt for the single colour
If your brand’s graphic charter is full of flashy colours, don’t panic: one of the trends in cosmetic packaging can perfectly fit into your design type. This is the unicolour, or the fact of using only one colour on the packaging of your products. You can then play with more dynamic and eye-catching colours.
Examples of cosmetic packaging that follow this trend:
 |
Tissue paperTissue paper is a soft and protective cushioning method that you can customise in your brand’s colours in a very simple way. It also exists in white or kraft versions. |
 |
The bubble padded plastic pouchmade of 80% recycled LDPE plastic, is value-adding, tear-proof and waterproof. |
 |
The matt black bubble pouch is ideal for enhancing and differentiating your products |
 |
The coloured kraft bag with flat handleswith its red or blue patina, is ideal for this trend in cosmetic packaging |
 |
The smooth brown coloured inner kraft bag and its twisted handles will help your customers to carry their products in a more attractive way |
 |
The glossy coloured laminated bag with satin handles is very refined, bright, and has a very good general appearance |
8- Surfing on the apothecary universe
Vintage has been a trend in the fashion world for several years now. Applied to the cosmetics and hygiene products sector, this translates into packaging that is inspired by the world of the drugstore, the apothecary’s shop. Glass vials, bottles, typographies that seem to come from another time: there are infinite possibilities to play with this, including on the secondary packaging of your brand.
Examples of cosmetic packaging that follow this trend:
 |
The amber bottleThe amber bottle, an ideal packaging method for oils or fluid creams, whose colour is reminiscent of the old apothecary bottles |
9- Think about flexible packaging
Not only does flexible packaging give your packages an eco-responsible look (since it uses less material than boxes or cartons), but it also enhances your customer experience. Indeed, by shipping your smallest orders in it, you ensure that they go through the letterbox the first time the carrier passes.
Examples of cosmetic packaging that follow this trend:
 |
The kraft gift bag is biosourced and recyclable, and available in several colours, to quickly pack your small cosmetic products |
 |
The padded bubble pouchmade from 80% recycled brown kraft paper, effectively protects your products during delivery |
 |
The kraft paper returnable pouches allow your customers to send their products back in the same packaging as when they left |
 |
The embossed paper bag with adhesive closure is very protective and aesthetic at the same time |
10- Using technology for transparency
The latest trend in cosmetic packaging is connected packaging, also called smart packaging. It is simply apackaging on which you integrate a QR Code or an NFC chip. Once your consumers scan this element, they can then discover the content you want: information about the product and its packaging, or promotional codes. This makes the customer experience around your packaging even more engaging!
Inspired by these trends? Find a wide range of innovative and protective packaging in our RAJA online shop.
