Marie Redding, Senior Editor02.26.24
Swipe ‘n go—that’s the easy application method that beauty stick products claim to deliver for consumers. The semi-soft or solid formulas don’t require an applicator and won’t ever leak, so they’re ultra-portable and travel-friendly.
Why are beauty sticks so popular? “Stick products don’t require a brush and can be directly applied to the skin—but they’re also versatile, and more experienced makeup users can use a brush,” says Mónica Arcos, Category Specialist at Quadpack. Skincare and makeup sticks are also hygienic, since the only body part coming into contact with the product is the spot where you’re applying it.
Stick products housed in slim twist-up cases are replacing pressed powder color cosmetics, such as eyeshadow and blush, typically in compacts or palettes. Foundation and concealer sticks are a stand-in for liquid formulas in bottles or tubes.
“The extensive number of products that work well as stick formulas is one reason why they have remained so popular, says Arcos. “They are ideal for several makeup trends, such as contouring and highlighting. There is also a blush revival at the moment, and sunscreen sticks remain popular,” she explains.
The team at ICONS|ICS says consumers want simpler, more efficient self-care routines—and stick products are fulfilling this need. “Stick packages—or pansticks—are an increasingly popular packaging option that pair well with hybrid, waterless, and multi-functional formulations. Consumers ‘on the move’ love that they can be used anytime and anywhere,” says Sarah Chen, Marketing and Communications Manager at ICONS|ICS.
One of the report’s key takeaways and opportunities for brands is to “encourage trading-up through multi-functionality.” Many stick products are marketed as multi-functional products, which offer consumers value in addition to convenience.
Some experts (like Allure) credit K-beauty with the beginning of the beauty stick trend, citing the rise of the first “multi-balms” as an example. Resembling a jumbo lip balm, many of the first multi-balm sticks moisturized while adding a sheer hint of color anywhere on the face.
More multi-use stick products soon followed, using more sophisticated skincare ingredients, and quickly became the biggest trend in Korean skincare a few years back. Quadpack’s Arcos notes, “Korean cosmetics popularized multi-use balms—and now they’re a big trend worldwide.” U.S. beauty brands that are marketing multi-use balms in stick form include Saie, ILIA, Thrive, MIik Makeup, NARS, NYX Cosmetics—and the list goes on.
CTZN Cosmetics chose a double-ended stick package to launch its eyeshadow stick collection “Eye Elements” last May.
The brand partnered with global celebrity makeup artist and chief creative officer Sir John to develop the 7-piece collection. It includes a highly-pigmented range of neutral-toned eyeshadow sticks designed to flatter every skin tone. A creamy satin-like matte neutral shade is on one end of the dual-ended stick, with a corresponding shimmer shade on the other.
“During the product development process, our goal was to make eyeshadow application more convenient and elevate the user experience—so it was important to make sure our ultra-creamy, one-swipe formula was easy to apply,” explains Aleena Khan, co-founder of CTZN Cosmetics. “We recognized that not everyone wants to carry an eyeshadow palette. Our compact double-ended package ensures that our perfect neutral eyeshadow shades are always convenient and accessible for everyday wear,” she says.
Obayaty debuted in December with its line housed in luxurious metal packaging, and every product is refillable. “Simplicity in form and function” is the brand’s package design philosophy, and its team pays meticulous attention to detail. The goal is for the products to become “objects of desire,” the brand says.
Obayaty’s stick products include Face Contour, a sculpting bronzer stick; Retouch Stick, a creamy concealer; and Illuminating Stick highlighter. Ribbed lines adorn many of the sleek gunmetal and bronze cases for an upscale look. The reusable packages are made from aluminum and PP, with at least 30% PCR. The refills are either mono-material or detachable for easy recycling.
Obayaty’s team says everything—from the products to the packaging—is designed with men’s needs in mind. Custom molds were required, according to Lajjo Strand, co-founder and COO. Existing silhouettes were too feminine—and package design inspiration came from unexpected places. The Face Contour Stick, for example, is modeled after a vintage lighter.
“With a vision of male beauty liberation and creating a set of products engineered just for them, we wish for all men to know that they deserve a space in the bathroom cabinet,” says Strand. “And I know we’ve created something so incredible, and so beautiful, that now it’s time for women to desire the need to steal their partners’ products,” he says.
Libo Cosmetics offers packaging in 100% aluminum for stick products, called Mono Stick. “Mono-material packages are ideal for eco-conscious brands, and aluminum is easily recycled,” says Lin. Libo offers its Mono Sticks in different dimensions to accommodate a variety of products. They can be decorated using various processes including silk-screening, anodization, spraying, digital printing, heat transfer foils, and laser engraving.
The company says its team will guide brands on how to embrace a greener approach and use packaging that has a minimal impact, without sacrificing aesthetics. “We will ensure a sophisticated look using vibrant colors and decorations, without compromising on sustainability,” says Lin.
Libo Cosmetics also works with indie beauty brands that require low MOQs and turnkey packaging solutions. “We understand the unique needs of indie brands, and we can offer MOQs as low as 5,000 pieces to provide flexibility and affordability for emerging brands,” says Lin.
The ShapeUp Stick offers brands the ability to give consumers a fun user experience. “Due to its custom design plate, the 12.5ml stick can dispense a high-viscosity formula in just about any shape– a logo, a symbol or a geometric pattern, to tell a brand’s story,” Arcos explains. “ShapeUp Stick boosts brand equity and engages consumers like no other product. Using the pack becomes like ‘beauty-tainment’,” she says. “The bulk is actuated through a twist gesture in a custom shape, which is then picked up with a swipe or stamping gesture–so it would be fun content for a brand on TikTok,” Arcos adds.
Quadpack’s ShapeUp Stick is also airtight and can accommodate various types of stick formulas. It’s easily refillable and recyclable, making it an eco-friendly choice. It is a mono-material package made from PP, with a PCR PP cap and base. The supplier advises brands to use 30% PCR, depending on the package color.
Ideal for air-sensitive formulas, Taesung says it created the package for moisturizing stick products that were first in high demand in Korea, and are now popular in the U.S. and Europe.
ICONS|ICS’ wide selection includes sustainable, recyclable, and mono-material options—and refillable packages for stick products. “We also offer brands the option to add PCR,” says Chen.
The supplier’s range of options for stick products includes packaging in a variety of shapes and sizes that can accommodate various filling methods.
The color-correcting eye cream stick is hydrating and brightening, with two forms of Vitamin C and banana powder-inspired pigments. It comes in three shades to instantly color-correct the under-eye area while blurring the look of fine lines and wrinkles.
Limex is a revolutionary material developed by the Japan-based supplier, TBM. It is made from approximately 60% limestone and 40% polyolefin resin, and the material is recyclable. Limestone is sourced from mining, so its production uses less carbon emissions than petroleum-based plastics.
Ole Henriksen says using Limex is part of its initiative to transition all of its primary packaging components to more sustainable materials. It also makes sense, since retailers are enforcing stricter packaging requirements for beauty brands. Last month, Ole Henriksen debuted in Ulta Beauty stores, where it is part of the “Conscious Beauty at Ulta Program.” Products earning the label are vegan, cruelty-free, made with clean ingredients, and use sustainable packaging.
Kemas partnered with TBM to develop packaging made from Limex for the beauty industry. Limex is available as pellets, which are compatible with existing molding machinery and an eco-friendly alternative to ABS and PP in cosmetic packaging.
The pellets are manufactured by heating and kneading calcium carbonate powder, polyolefin-based thermoplastic resin, and various additives, according to TBM. Darren Eade, Vice President of Sales at Kemas USA, says, “Limex is impressive because it can meet a brand’s sustainability objectives while maintaining a luxurious finish. The material has far more advantages than other sustainable options when considering its up-cycling potential, functionality, and component costs.”
Here's everything you need to know about the rising popularity of beauty sticks.
Also below——packaging suppliers for beauty sticks offer insights into market trends, highlighting new types of packaging to accommodate stick formulas.Why are beauty sticks so popular? “Stick products don’t require a brush and can be directly applied to the skin—but they’re also versatile, and more experienced makeup users can use a brush,” says Mónica Arcos, Category Specialist at Quadpack. Skincare and makeup sticks are also hygienic, since the only body part coming into contact with the product is the spot where you’re applying it.
Stick products housed in slim twist-up cases are replacing pressed powder color cosmetics, such as eyeshadow and blush, typically in compacts or palettes. Foundation and concealer sticks are a stand-in for liquid formulas in bottles or tubes.
“The extensive number of products that work well as stick formulas is one reason why they have remained so popular, says Arcos. “They are ideal for several makeup trends, such as contouring and highlighting. There is also a blush revival at the moment, and sunscreen sticks remain popular,” she explains.
The team at ICONS|ICS says consumers want simpler, more efficient self-care routines—and stick products are fulfilling this need. “Stick packages—or pansticks—are an increasingly popular packaging option that pair well with hybrid, waterless, and multi-functional formulations. Consumers ‘on the move’ love that they can be used anytime and anywhere,” says Sarah Chen, Marketing and Communications Manager at ICONS|ICS.
Market Reports: Beauty Sticks Are a Lasting Trend
Beauty sticks are a trend that will stick around, according to market reports. Mintel’s latest U.S. Color Cosmetics Market Report says that skin health and convenience are top priorities for 18-34-year-olds. In addition, 39% of respondents said they have less time for their makeup routines. Stick products address these concerns and more. They’re often marketed as skincare-color hybrids, and they’re quick and easy to apply.One of the report’s key takeaways and opportunities for brands is to “encourage trading-up through multi-functionality.” Many stick products are marketed as multi-functional products, which offer consumers value in addition to convenience.
Some experts (like Allure) credit K-beauty with the beginning of the beauty stick trend, citing the rise of the first “multi-balms” as an example. Resembling a jumbo lip balm, many of the first multi-balm sticks moisturized while adding a sheer hint of color anywhere on the face.
More multi-use stick products soon followed, using more sophisticated skincare ingredients, and quickly became the biggest trend in Korean skincare a few years back. Quadpack’s Arcos notes, “Korean cosmetics popularized multi-use balms—and now they’re a big trend worldwide.” U.S. beauty brands that are marketing multi-use balms in stick form include Saie, ILIA, Thrive, MIik Makeup, NARS, NYX Cosmetics—and the list goes on.
Eyeshadow Sticks
Eyeshadow sticks are so popular that Future Market Insights predicts the market will be worth over $33 billion by 2033. What’s so attractive about an eyeshadow stick? “It’s a one-swipe application that can provide a lot of color with minimal effort,” the report states.CTZN Cosmetics chose a double-ended stick package to launch its eyeshadow stick collection “Eye Elements” last May.
The brand partnered with global celebrity makeup artist and chief creative officer Sir John to develop the 7-piece collection. It includes a highly-pigmented range of neutral-toned eyeshadow sticks designed to flatter every skin tone. A creamy satin-like matte neutral shade is on one end of the dual-ended stick, with a corresponding shimmer shade on the other.
“During the product development process, our goal was to make eyeshadow application more convenient and elevate the user experience—so it was important to make sure our ultra-creamy, one-swipe formula was easy to apply,” explains Aleena Khan, co-founder of CTZN Cosmetics. “We recognized that not everyone wants to carry an eyeshadow palette. Our compact double-ended package ensures that our perfect neutral eyeshadow shades are always convenient and accessible for everyday wear,” she says.
‘Beauty Sticks’ for Men
Boy de Chanel kicked off the makeup for men trend in 2018, but it never really took off. Obayaty, a new makeup and skincare brand marketed solely to men, is betting it will. Stick products dominate the new brand’s upscale collection. Recognizing that men may need extra tips on how to use the products, Obayaty printed QR codes on the cartons, which led consumers to a short instructional video.Obayaty debuted in December with its line housed in luxurious metal packaging, and every product is refillable. “Simplicity in form and function” is the brand’s package design philosophy, and its team pays meticulous attention to detail. The goal is for the products to become “objects of desire,” the brand says.
Obayaty’s stick products include Face Contour, a sculpting bronzer stick; Retouch Stick, a creamy concealer; and Illuminating Stick highlighter. Ribbed lines adorn many of the sleek gunmetal and bronze cases for an upscale look. The reusable packages are made from aluminum and PP, with at least 30% PCR. The refills are either mono-material or detachable for easy recycling.
Obayaty’s team says everything—from the products to the packaging—is designed with men’s needs in mind. Custom molds were required, according to Lajjo Strand, co-founder and COO. Existing silhouettes were too feminine—and package design inspiration came from unexpected places. The Face Contour Stick, for example, is modeled after a vintage lighter.
“With a vision of male beauty liberation and creating a set of products engineered just for them, we wish for all men to know that they deserve a space in the bathroom cabinet,” says Strand. “And I know we’ve created something so incredible, and so beautiful, that now it’s time for women to desire the need to steal their partners’ products,” he says.
Libo Cosmetics’ Ultra-Luxe Finishes Elevate Sticks
It seems that the team at Libo feels more beauty brands should follow Obayaty’s lead and elevate stick products with upscale packaging. “Our ultra-luxe stick packages feature premium finishes, such as metallic accents, embossing, and unique color choices,” says Chloe Lin, SVP at Libo Cosmetics. “Customization is at the heart of our offerings,” she adds.Libo Cosmetics offers packaging in 100% aluminum for stick products, called Mono Stick. “Mono-material packages are ideal for eco-conscious brands, and aluminum is easily recycled,” says Lin. Libo offers its Mono Sticks in different dimensions to accommodate a variety of products. They can be decorated using various processes including silk-screening, anodization, spraying, digital printing, heat transfer foils, and laser engraving.
The company says its team will guide brands on how to embrace a greener approach and use packaging that has a minimal impact, without sacrificing aesthetics. “We will ensure a sophisticated look using vibrant colors and decorations, without compromising on sustainability,” says Lin.
Libo Cosmetics also works with indie beauty brands that require low MOQs and turnkey packaging solutions. “We understand the unique needs of indie brands, and we can offer MOQs as low as 5,000 pieces to provide flexibility and affordability for emerging brands,” says Lin.
Quadpack’s Stick Dispenses in a Personalized Shape
With stick products rising in popularity, they are fueling the demand for more innovative packaging solutions. Quadpack’s new ShapeUp Stick is an exciting new option with a surprising delivery system. The refillable package for stick formulas is a patent-pending design that dispenses a product in a personalized pattern.The ShapeUp Stick offers brands the ability to give consumers a fun user experience. “Due to its custom design plate, the 12.5ml stick can dispense a high-viscosity formula in just about any shape– a logo, a symbol or a geometric pattern, to tell a brand’s story,” Arcos explains. “ShapeUp Stick boosts brand equity and engages consumers like no other product. Using the pack becomes like ‘beauty-tainment’,” she says. “The bulk is actuated through a twist gesture in a custom shape, which is then picked up with a swipe or stamping gesture–so it would be fun content for a brand on TikTok,” Arcos adds.
Quadpack’s ShapeUp Stick is also airtight and can accommodate various types of stick formulas. It’s easily refillable and recyclable, making it an eco-friendly choice. It is a mono-material package made from PP, with a PCR PP cap and base. The supplier advises brands to use 30% PCR, depending on the package color.
Taesung’s Mono-Material Stick
Taesung offers all types of packaging for stick products, including double-ended designs that come with a brush on one side. The supplier’s latest innovation is its 100% PP mono-material airtight package for stick products. “We can make this in up to 75% PCR PP, to be extremely eco-friendly,” says Jerry Ruud, founder of Grateful Packaging, and a Taesung sales representative.Ideal for air-sensitive formulas, Taesung says it created the package for moisturizing stick products that were first in high demand in Korea, and are now popular in the U.S. and Europe.
ICONS|ICS Offers A Variety, Including Mini Sticks
The team at ICONS|ICS says more beauty brands are requesting packaging for stick products for a wider range of product types. “Stick packaging is a versatile solution for cosmetics and skincare products—but also for body care, sun care, and hairstyling products,” says Chen. Since they’re so travel-friendly, the supplier also offers minis.ICONS|ICS’ wide selection includes sustainable, recyclable, and mono-material options—and refillable packages for stick products. “We also offer brands the option to add PCR,” says Chen.
The supplier’s range of options for stick products includes packaging in a variety of shapes and sizes that can accommodate various filling methods.
Ole Henriksen’s ‘CC’ Stick Is in a First-to-Market Package
Taking sustainability to another level, Ole Henriksen (a Kendo brand owned by LVMH) was the first to market a stick product housed in a new packaging material. Ole Henriksen’s Banana Bright + Vitamin CC Stick launched last year is in a package made from Limex.The color-correcting eye cream stick is hydrating and brightening, with two forms of Vitamin C and banana powder-inspired pigments. It comes in three shades to instantly color-correct the under-eye area while blurring the look of fine lines and wrinkles.
Limex is a revolutionary material developed by the Japan-based supplier, TBM. It is made from approximately 60% limestone and 40% polyolefin resin, and the material is recyclable. Limestone is sourced from mining, so its production uses less carbon emissions than petroleum-based plastics.
Ole Henriksen says using Limex is part of its initiative to transition all of its primary packaging components to more sustainable materials. It also makes sense, since retailers are enforcing stricter packaging requirements for beauty brands. Last month, Ole Henriksen debuted in Ulta Beauty stores, where it is part of the “Conscious Beauty at Ulta Program.” Products earning the label are vegan, cruelty-free, made with clean ingredients, and use sustainable packaging.
Kemas partnered with TBM to develop packaging made from Limex for the beauty industry. Limex is available as pellets, which are compatible with existing molding machinery and an eco-friendly alternative to ABS and PP in cosmetic packaging.
The pellets are manufactured by heating and kneading calcium carbonate powder, polyolefin-based thermoplastic resin, and various additives, according to TBM. Darren Eade, Vice President of Sales at Kemas USA, says, “Limex is impressive because it can meet a brand’s sustainability objectives while maintaining a luxurious finish. The material has far more advantages than other sustainable options when considering its up-cycling potential, functionality, and component costs.”
