[NL] Cosmetics packaging: the trends of 2023
7min read
24/08/2023
Beauty and cosmetics are as easy to order online as clothes, electronics or books. So no wonder it has become big business… As a webshop in this industry, you need to stand out from the crowd at every stage of the customer journey. And the good news is that packaging can help you do just that! To get the most out of your box, RAJA’s specialists gathered the current trends for beauty and cosmetics packaging for you. On the agenda are sustainability, strong customer loyalty, and, of course, the ‘wow effect’. Here we go!
1. What do consumers expect from cosmetics packaging?
Those who buy cosmetics today are not just looking at the efficacy of the product itself. They look with suspicion at the natural composition of the cosmetics, the ingredients used and the fact that no animal testing has been carried out. Today’s trend is clearly towards a more ‘green’ beauty and cosmetics. It is only natural that the same trend is reflected in cosmetics packaging.
For cosmetics brands, sustainability has become a crucial part of the image. For those who have a webshop or an independent shop, it is important to surf along with this trend and think carefully about the packaging you will use. The right packaging can make or crack your entire brand experience.
Coupled with this, consumers also expect a stronger brand experience and want to learn more about the philosophy behind the products. This is another trend that is intertwined with your packaging. You can capitalise on this by personalising your cosmetics packaging. Try to convey your values and messages through your packaging in form, texture or design. Even a simple print or colourful sticker can make a world of difference!
2. Create the perfect cosmetics packaging in 4 steps
Follow these four steps to create the ideal packaging for your beauty and cosmetics products in any situation.
- Choose the right cardboard quality: an absolute must for those shipping fragile products is a box made of double corrugated cardboard. These boxes are strong enough to withstand a firm bump or push. An interesting choice are also boxes with a double bottom. In doing so, you create some extra protection and cushioning.
- Secure your cosmetics: always carefully wrap your product with bubble wrap or kraft paper. If the surface of your product is scratch-sensitive (e.g. glass), it is even best to choose foam foil. Any damage to your product should be avoided at all costs.
- Fill empty packaging spaces: do your products have too much freedom of movement in the box? Then fill those empty spaces with filling material such as packing paper, wood wool or paper filling chips.
- Seal and label the box properly: your box containing the protected cosmetic products should be sealed with professional packaging tape. Read in this article which technique is best used to close a box with tape. For those shipping fragile products, a warning label is also essential. The label makes it clear to the carrier that they should take extra care when handling your parcel.
3. The trends for your cosmetics packaging in 2023
► 3.1 Go for ecological materials
The first trend in cosmetics packaging should not surprise you: use ecological materials – in every part of your packaging. Boxes, vials, filling materials and even the closure of a bottle should be designed not to harm the environment.
Gift box |
Gift box |
Postal box |
| –Made of recycled and recyclable paper. –With stylish outer handle. |
–Made of recyclable paper. –Easy to set up. |
– Madeof FSC cardboard. –White outer cover for stylish presentation. |
►3.2 Plastic packaging reinvented
Does your company want to avoid plastic at all costs? That may not always be the best solution. Plastic offers a lot of advantages that other materials do not:
- Transparent: transparent cosmetics packaging immediately shows off your product and gives it a nice look. By the way, transparent plastic is also easier to recycle.
- Recyclable: plastic is as recyclable as paper, as long as you sort it in the right waste stream.
- Water-resistant: plastic is perfectly resistant to water and moisture like no other.
Bubble wrap |
Bubble bag |
Grip bag |
| –Made of 80% recycled material. –Flexible and light: easily wrap all your items. |
–Made of 80% recycled material. –Easy to fill and close with the adhesive strip. |
–50% recycled. –Create an inexpensive protective layer for your products. |
► 3.3 Communicate the right logos on your cosmetics packaging
What should your customer do with your cosmetics packaging after unboxing? Make it clear to your customer how the packaging should be sorted or reused. You can easily do this using a few universal logos and labels. By using the right logos, your customers will always know exactly where they stand. Want to know more? You can read all about it in our blog article on sustainable logos for packaging.
► 3.4 Pack compactly and do more with less
Consumers attach great importance to a sustainable shopping experience. So what does that mean for the design of your packaging? Very clearly: less is more! Make sure your packaging is as compact as possible and fits closely around your product. You can do this, for instance, by using a variable-height box, a letterbox box or a padded envelope. An additional advantage of the latter two is that they fit more easily into the slot of a letterbox. So an order can be delivered right from the first try, without the hassle of new returns.
Letterbox box |
Padded envelope |
Box variable height |
| –Only 2.5 to 5 cm high. –Fits easily into a letterbox slot. |
– Madeentirely of paper. –Easy to push flat for compact mailing. |
–Up to 12 variable heights. –Perfectly adaptable to your product. |
► 3.5 Choose a natural shade
The colour of your packaging has more impact on your image than you might think. In recent years, ochre tones, earth tones and pastel colours have become inseparable from beauty and cosmetics products. Therefore, there is nothing better than choosing packaging made of cardboard or natural kraft paper.
Paper envelope |
Paper padding chips |
Brown postal box |
| – Madeentirely from renewable paper. –The alternative to plastic air cushion bags. |
–Natural and original appearance. –Fills empty space in packaging. |
–Brown natural look. –Easy and quick to close with the insert flap. |
► 3.6 Stick to 1 colour
The previous minimalist trend also applies to colour pattern. Flashy graphic colour patterns create a unique look, but do not exude the same confidence as a modest 1-colour package. Of course, you can play with a dynamic or eye-catching colour, as long as it sticks to 1 colour. You can easily and inexpensively add colour by finishing the inside of your pack with, for example, tissue paper or padding chips.
► 3.7 Personalise your cosmetics packaging
With personalised logos and complementary colours, you create unique cosmetics packaging that tells your story to the customer. You can easily get boxes, post boxes, tapes as well as closure labels printed. Check out all the possibilities of personalised and printed packaging from RAJA here.
► 3.8 Meet the latest technologies through Smart Packaging
A more recent trend in cosmetics packaging is connected packaging, also known as smart packaging. This is packaging on which you integrate a QR code or an NFC chip. As soon as your customers scan this, they instantly receive information about the product, the packaging or any promotional codes. This makes the customer experience even more interactive – and attractive!
