Slideshows

9 Color Cosmetics Brands That Turned up the Packaging Volume

The category is booming—and emotive benefits, cutting-edge trends and eye-popping packaging are all part of the draw.

9 Color Cosmetics Brands That Turned up the Packaging Volume

1. Max Factor Focuses On ‘Universality’ With Priyanka Chopra Jonas Color Collection

The colors in the new, limited-edition Max Factor collection created with brand spokesperson Priyanka Chopra Jonas are meant to work on a wide variety of skin tones, based on formulations in Coty’s global data base. Products include lipstick, eye palette and a plant-based nail polish. The collection reportedly took over a year to research and develop.

2. Hailey Bieber’s ‘rhode’ Drops Limited Edition Lip Treatment

Hailey Bieber celebrated her recent birthday with the launch of her signature Peptide Lip Treatment now in a new flavor—Vanilla Cake ($16). As an extra special treat, rhode also released a Birthday Duo kit featuring the Vanilla Cake Lip along with Peptide Glazing Fluid ($42). Can’t argue with the history of these sell-out stats: rhode’s award-winning Peptide Lip Treatment sold out 5 times in just 6 months and has had a waitlist of over 314k. Peptide Glazing Fluid sold 36 units per second during its last restock.

3. The Good Mineral

TikTok has prompted a whole new array of beauty terms and trends—including clean girl aesthetic, cold girl makeup, and, more recently, vanilla girl makeup. What does the last mean? Just like vanilla ice cream, the vanilla girl aesthetic is classic and timeless…and one you can often come back to. As far as makeup, the vanilla girl aesthetic is dewy, simple, with a touch of warmth, which is most welcome during the wintertime. The Good Mineral Founder, Ego Iwegbu, takes on the vanilla girl look in stride. The Good Mineral 3in1 powder is a lightweight foundation, concealer, and powder all in one, and is designed especially for acne-prone, sensitive skin. You can finish the look with the Glow Box Bundle, which contains one bronzer, one contour, one highlighter, one blush boost, and one jumbo brush.

4. Pat McGrath Labs Spreads the Love with “Passion-Filled’ Packaging

Love is in the air. Pat McGrath prompts beauty consumers to fall in love at first sight and “to turn your heart on with Spring 2023’s most romantic, ravishing and radiant collection for Eyes, Lips, Cheeks and Complexion.” At the heart is a trio of six-pan Eye Palettes housed in “passion-filled packaging.” “The Limited-Edition love-inspired packaging” is described as a triptych MTHRSHP color story featuring all new shades designed to work in tandem or individually. Two palettes—Iconic Infatuation and Sublime Seduction—feature “poetic nudes” in both matte and metallic finishes. The third palette, Velvet Liaison, is the first Pat McGrath Labs all-matte MTHRSHP featuring a versatile range cool and warm nudes for all skin tones.

5. COVERGIRL Re-Packages Lash Blast Volume Mascara to Celebrate 15th Birthday

COVERGIRL says its No.1 Lash Blast Volume Mascara—which touts 10x more voluminous lashes and smudge resistant formula—sells every 7 minutes. To celebrate the product’s 15th birthday, the iconic orange tube of mascara is getting a limited-edition upgrade marked with gold foil confetti. “COVERGIRL Lash Blast Volume has paved the way for the mascara category since its release in 2007,” says Alexis Stern, senior vice president, COVERGIRL global marketing, at Coty. “Over the past 15 years, we’ve released multiple iterations, most recently, a clean and vegan version. We are truly honored to celebrate this occasion and continue to inspire young girls and women across the nation.”

6. imPRESS Press-On Manicure Makes Nails Super Easy

Every day—and special—manicures can be fast, easy and polish-free, whether at-home or on the Red Carpet. Celebrity Nail Artist Kimmie Kyees made the most of imPRESS Press-On Manicure to create the Red Carpet nail look for 2023 Golden Globes Presenter, Salma Hayek. Kyees shared her inspiration for the look, “I wanted to create something dark and sexy for tonight’s look. This deep red is so rich and warm and perfect for the winter.” She added, “Creating a manicure that’s never wet is my favorite thing! You never have to worry about smudging a nail before showtime.” With no glue, no bling, nails look subtle but sleek. These press-on nails look & feel like your own, says Kyees. “Just press on and go for a Red-Carpet worthy manicure in minutes.” The kit contains 30 Nails, Prep Pad, Mini File, and Wood Stick.

7. Beauty Pie Fuels Fuller Lashes and Brows

Beauty Pie, founded by “serial beauty entrepreneur” Marcia Kilgore (of Soaper Duper, FitFlop, Bliss and Soap & Glory), has launched a super lash serum, powered by LFP.003 PEPTIDE, which claims “significantly longer looking lashes” within two weeks and “significantly fuller looking lashes” (66% fuller, according to trials at four weeks) when used daily on eyelashes and brows. The Lash Fuel Advanced Peptide Serum is Made in Korea using a natural formula with biotin and panthenol. The product is held in simple, eco-friendly packaging.

8. Ashunta Sheriff Beauty Adds Drama

In tune with Black History Month, Emmy-nominated celebrity makeup artist Ashunta Sheriff launched three fresh additions to her eponymous makeup line, Ashunta Sheriff Beauty: Vegan Matte Lip Crème (‘you can now enjoy food and drinks without worrying that your lipstick needs to be refreshed’), Unicorn Multichrome Glitter Shadow Palette (shown; 10 jam-packed highly pigmented duochrome pressed glitter shadows ‘that will add drama to any look’); and MagnetiEYES Eye Makeup Remover Cotton Swabs. Created from decades of insider knowledge on set with some of Hollywood’s most famous faces, Ashunta draws inspiration for her line from real life challenges—like when she had to set Alicia Keys’ stage makeup with hairspray—to the vibrant colors of her youth growing up in NY in the ’80s. Ashunta is now getting ready to launch a 14-shade foundation line that will have concealers built into the lids, which she says “is very unique in the masstige category and at this price point.”

9. about-face Launches All-in-One, Richly Pigmented Lip Oil Balm

Thinking of a new range, recording star Ashley Frangipane, professionally known as Halsey, wondered, “How could I replace the 20 forgotten lip balms at the bottom of my bag with one great product?” Then, the cosmetic brand’s founder and chief creative officer, says “Cherry Pick was born.” The product is an all-in-one lip oil balm that “drenches lips in sweet color for a wet, juicy pout.” The buildable formula (blend of Argan oil, avocado oil, cocoa butter + antioxidant-rich cherry butter) also features pomegranate flower extract to impart a natural plumping effect to the lips. It’s topped off with an ambrosial aroma, and is available in 14 ripe & ready shades.”

By Jamie Matusow, Editor-in-Chief 03.01.23

The Color Cosmetic Market is expected to surpass skincare this year. New packaging componentry is meeting growing demands for sustainable solutions. Together they’re creating a robust environment for consumers who have been pent up during the pandemic—and now want to have fun!

According to Mintel’s Olivia Guinaugh, Senior Beauty & Personal Care Analyst, “After taking a steep hit in 2020 due to the Covid-19 pandemic, color cosmetic sales continue to pick up. Benefiting from the return of in-person events and less frequent usage of protective face coverings, pent-up demand and current makeup trends are also helping to speed recovery.

“Looking ahead, further growth can be driven by tapping into the emotive benefits of makeup and/or providing beauty experiences in virtual spaces, helping beauty brands to earn a spot in engaged BPC consumers’ makeup routines.

Following are 9 brands that have achieved a compelling story from emotions to trends to informative and sustainable packaging.

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