Marie Redding, Senior Editor07.23.24
Stock packaging is essential in the beauty business. Pair a stock bottle, jar, or tube with the right cap, whether it’s a custom-decorated closure or a standard design, and you may win over consumers.
A supplier’s stock designs or “standards” give small and independent beauty companies access to designs that might not otherwise be accessible due to budget constraints. An indie brand might not have a package development team or even an in-house designer, so they will benefit greatly from a supplier’s “market-ready” packaging solutions.
The largest beauty brands also use stock packaging. “Many big players in the industry still use stock packaging for multiple product lines, often to refresh or relaunch a limited-edition collection with a special decoration,” says Stephanie Rowntree, International Product Manager, HCP Packaging. HCP Packaging offers a large stock packaging portfolio for color cosmetics and skincare, including complete ranges for fast-to-market packaging solutions.
Stock packaging is no longer limited to basic shapes, as suppliers offer many innovative designs, making it possible for brands with limited budgets and time constraints to launch products with stand-out looks.
Read on for more about the latest innovations in stock packaging—and what suppliers say about choosing a cap or closure to complete the look.
Trending Designs for Stock Packaging
HCP’s Rowntree says requests are “pouring in” for stock packaging in unique shapes. “Beauty brands need to differentiate in a crowded marketplace,” she says. “Quiet Luxury is a current trend. It’s a demand for luxury designs, but refined with a sense of simplicity. It includes subtle, yet clever, details and architectural shapes,” she says. “Creating a sensory experience using tactile materials is also key—like using cold-to-the-touch aluminum,” she explains.
The Color Capsule, a stock tottle designed by HCP’s Design Futures team, is inspired by these trends. Ideal for skincare and complexion products, the lightweight squeezable 15ml tottle has a slender nozzle for a controlled and targeted application. It has a sleek look with an elongated domed aluminum cap. “It’s a visually striking contrast, and will elevate a brand’s aesthetic,” says Rowntree. “It’s also a compact pocket-size format that is ideal for travel.”
Xavier Leclerc de Hauteclocque, CEO, IBG (Innovative Beauty Group), also mentions tottles. “We are seeing a growing preference for tottle packaging, which offers easy development, good timelines, and cost-effectiveness,” he says.
“A tottle is a practical and economical solution for brands seeking to streamline their packaging processes,” he adds. When asked about design trends, Hauteclocque says he sees a shift toward lighter colors for packaging.
Brady Bacchus, Marketing Manager, Fusion PKG (an Aptar Beauty company), is noticing a changing preference in terms of shapes. “We’re seeing softer and more curved package profiles as a trending choice in the market,” she says. Trends always influence upcoming stock packaging designs that Fusion PKG offers.
Stock Packaging is ‘Market-Ready’—& More Benefits
While stock packaging doesn’t always mean “in stock” and available immediately, it is a package that’s ready for market. That means it’s already designed, engineered, and ready to be tested with your formula. If a beauty brand aims to create a unique statement-making design and wants to “own the mold,” they’ll have to account for the extra costs associated with building tooling and a much longer lead time.
“Choosing stock packaging allows brands to skip the entire design process and shorten manufacturing time, while saving money on tooling, order quantities, shipping, and storage,” says Gilda Mirra Cutri, VP of Operations & Business Development at Coverpla. “We offer a wide variety of components for a complete package, with low quantities and fast turnaround times,” she says.
Coverpla supplies an extensive array of stock packaging for fragrance and skincare to beauty companies of all sizes. The supplier offers bottles, caps, pumps, and jars in plastic and wood. An extensive selection of stock bottles, jars, and caps are available from Coverpla’s facility in New Jersey.
Sometimes a beauty brand aims to create a custom design so the same bottle or jar isn’t available for others to use. Suppliers say this shouldn’t be an issue. Fusion PKG’s Triumph Glass stock package, for example, is a popular choice for many brands. Ideal for skincare and complexion formulas, the bottle features flush and non-flush PP cap styles with various actuator options. “There are over 75 different combinations to make it your own,” says Bacchus.
“We also offer an endless number of decorations, including color injection, silk-screening, hot stamping, frosted or metallic sprays, UV metallization, and high-gloss or matte finishes.
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Which products are in this package? Saie Glowy Super Skin Tint Foundation, Kosas Revealer Skin-Improving Foundation, Dermalogica Pro-Collagen Banking Serum, and Eleven by Venus Williams Unrivaled Sun Serum SPF 40.
Fusion PKG says it offers the industry’s largest stock selection of sustainably focused skincare and complexion packaging that includes over 400 bottles, jars, tubes, droppers, sprayers, tottles, and more. Options also include mono-material airless packages with certified recycle-ready pumps.
HCP also points out that all of its stock packaging is easily customizable. “Many beauty brands are taking advantage of the opportunity to unleash their creativity and switch up their collections without having the added cost of tooling,” says Rowntree.
Apogee Development, known for its expertise in partnering with brands of all sizes, often suggests decoration as a way to customize a package and completely transform its look. Jessica Kolb, Executive Director of Operations at Apogee, says many more beauty brands are choosing stock packaging. “Customizable stock packaging is definitely a trend. Brands can choose from a range of colors, finishes, and decorative techniques to create a look that aligns with their brand identity, while benefiting from the cost and time savings that stock packaging offers,” she says.
HCP’s Rowntree suggests brands partner with a supplier that offers in-house decorating. “It will help ensure a consistent aesthetic across multiple items—and an exact color-match,” she says. “Our industry-leading finishes and decorating capabilities can easily transform a bottle,” she says.
Coverpla offers in-house decorating, including spraying, silk-screening, and hot-stamping. “We thrive on helping our customers achieve the look they want, while staying within their budget and time constraints. We guide them from beginning to end, while making the process easy and enjoyable,” says Cutri.
Fusion PKG’s decorating capabilities include color injection, silkscreen, hot stamping, frosted or metallic sprays, UV metallization, and high-gloss or matte finishes.
Virospack is another supplier that offers in-house decorating—and it is a go-to company for a dropper pack when you have a short lead time or need low MOQs. “Bringing products to market quickly is key to a beauty brand’s success,” says Verena Fiori Ferreira, Marketing Director, Virospack. “Whether you’re a small business or a large enterprise, if you’re looking for a stock package for a skincare or makeup launch, sample, or a limited-edition product, we have a ready-to-go dropper solution,” she says.
Virospack’s new range of standards include fast-to-market dropper packs with tubular glass bottles in three sizes—4-, 5- and 15ml. The bottles are transparent, or can be decorated with a shiny white or frosted finish.
Sustainable Packaging Is Available as Stock Designs
Beauty packaging suppliers are fulfilling the industry’s demands for eco-friendly features and sustainable packaging designs. As a result, there are numerous options available as stock or “standards” that are made with recycled materials and are fully recyclable.
“The shift toward sustainable materials is a significant trend in stock packaging,” says Rob Lynch, founder and CEO of Apogee Development. The supplier works with many beauty brands looking for quick turnaround times. In addition to Apogee’s extensive range of stock packaging options, the company also produces unique custom-designed components—all with an emphasis on sustainability.
Leclerc de Hauteclocque, CEO, IBG, says, “The demand for standard packaging options made with sustainable materials has become more prevalent. This reflects the increasing environmental consciousness among consumers and the beauty industry’s commitment to reducing its ecological footprint.” IBG says it excels at developing budget-friendly packaging solutions for all market segments, from mass to luxury. “We are the go-to choice for brands seeking to make a statement in the market,” says Hauteclocque. One of IBG’s innovative stock designs is its refillable jar, shown, with an applicator attached to its cap.
Annia Spahr, Product Manager, Albéa Tubes, says “Reducing plastic is becoming more of a topic as legislation pushes for less material usage.” Caps, for example, come in different formats, such as screw or flip-top, along with different heights. Spahr says, Albéa’s low-profile style caps reduce both plastic use and a brand’s carbon footprint.
Albéa says its standard tube packaging solutions are “the most advanced on the market for weight reduction.” Albéa Tubes recently launched its HDPE Ecofusion Top in North America. It is ideal for hair care, body care, or sunscreen products in tubes. “It’s a nearly invisible dispensing system that provides a sustainable solution with a distinctive minimalistic look,” says Spahr. “It instantly conveys ‘eco-friendly’ to consumers,” she adds.
SVR Laboratoire Dermatologique’s Topialyse Cleansing Gel uses Albéa Tubes’ single-component open-and-close system EcoFusion Top. It’s paired with a tube made from 41% PCR using the supplier’s Thin Wall technology. According to the supplier, the tube’s weight “was reduced by a significant 55%, when compared to a standard cap and sleeve.”
Fusion PKG also prioritizes sustainability in its stock packaging designs. “We leverage our extensive ecosystem of supplier partners across three global regions to deliver market-ready packages that meet a brand’s objectives,” says Bacchus.
Fusion PKG’s most popular glass stock packages are a part of its new “Mix & Match” turnkey collection of eco-friendly packaging. The “recycle-ready” line includes bottles in various sizes and profiles, different cap designs, and various actuator styles that all fit together. Triumph Glass, XL Glass, and Capsule Glass are a part of the collection, and are designed as “sustainably-focused prestige stock packages,” the company says.
Coverpla’s stock packaging options include refillable and eco-friendly designs. “We are very focused on introducing more eco-friendly components, which are in high demand,” says Cutri.
Cameo Metal just launched a new innovation—its G-Closure. The two-piece 100% aluminum eco-friendly cap is “infinitely recyclable” and is currently available as a stock closure in a 58/400 neck size. “Pair our new sustainable aluminum closure with a glass jar, and the package is 100% recyclable in every state in the U.S.,” says Anthony DiMaio, CEO of Cameo Metal. Cameo Metal also offers a complete line of stock glass jars—for a one-stop shop. Jars come in an extensive range of sizes, from 7.5- to 200ml.
HCP offers new stock packaging designs for lip balms and lipstick, and they score high marks on both product preservation and sustainability. The Harmony PP Airtight Refill comes in two variations, Lipstick or Slimstick. The cap is designed to form an airtight seal with the base for product preservation.
“These fast-to-market stock packs offer brands a bright wash of color in an eco-friendly mono-material PP design,” says Rowntree. “We can color-match in a variety of finishes. Opaque, tinted or frosted outer-parts allow for shade ID—and a brand can integrate the refill mechanism with custom fashion parts for a unique design,” she says. Avon uses HCP’s Harmony PP Refill for its Tinted Lip Balm, molded in beige with a black sleeve and a screen-printed logo on the base.
Airless Stock Packaging
Airless packaging is always in high demand, and suppliers are fielding requests from many skincare brands for stock designs. GPI Beauty says it often partners with brands looking for stock packaging for cosmeceutical products. GPI Beauty’s stock airless packaging solutions include a variety of bottle and airless pump combinations.
Fusion PKG’s newest airless packaging innovation, offered as a stock package, is its “Dream Glass Atmospheric.” The glass bottle features a pill-shaped curvature and an innovative snap-on design with a secure locking function. It’s similar to another one of the supplier’s designs, Capsule. “Dream combines durability and dimension, offering a premium feel with a radiused bottom to enhance grip and stability, ensuring a comfortable and secure hold,” says Bacchus.
One of Seacliff Beauty’s most requested stock packages is its refillable airless design called “The Monica.” “It epitomizes the cohesiveness between sustainability and luxury within our collection of glass airless refillables,” says Vonda Simon, founder and CEO of Seacliff Beauty.
“The Monica” is ideal for serums and creams, such as foundation makeup, and comes in 15-, 30-, and 50ml sizes. The outer bottle is glass; the inner bottle and pump are PP; and the cap is PET. The bottle’s PP parts are available in PCR or Seacliff’s #tide ocean-bound plastic, which showcases the supplier’s traceable blockchain technology. “We have an unwavering dedication to sustainability,” says Simon.
Seacliff Beauty offers numerous stock packaging options in award-winning designs, as well as turnkey solutions for all types of products. “We often disrupt industry standards with our team of top engineers,” says Simon. Norwex Skincare’s Renewing Eye Cream is shown, in Seacliff Beauty’s recyclable airless glass package. The frosted glass bottle is made with 30% PCR glass. The custom-colored cap and pump, in glacier blue, and the actuator are made with #tide’s ocean-bound plastic.
Caps & Closures Complete the Look
A stock package isn’t complete without the right cap or closure for product protection, as well as the ability to completely change a package’s look. Beauty brands are decorating stock caps in unique ways, and also choosing custom caps to make a statement.
“The cap or closure is the part of the package the user interacts with, so it has to have a quality feel,” says Rowntree. HCP offers stock cap and closure solutions that include airtight seals and leak-prevention functionality.
Apogee’s Lynch stresses the importance of choosing a closure, saying, “It’s a critical aspect of a package design and can significantly impact the user experience.” He says there’s more to consider than functionality, and advises, “Choosing a cap for a new product is a strategic decision that affects design, consumer perception, ease of use, and product integrity.”
Megan Gunn, Senior Director of Strategic Marketing at GPI Beauty, says brands shouldn’t underestimate the benefits of choosing a stock cap. “Stock caps and closures are designed to be compatible with a wide range of standard bottles, jars, and tubes, so it’s easy for a brand to integrate them into an existing packaging line. They also offer the flexibility to experiment with different types before committing to larger orders or custom designs,” she explains.
GPI Beauty offers a wide selection of stock tubes packaging, and many are paired with applicator caps. Gunn says its Specialty Applicator Tubes are often requested. “Ideal for skincare and hair care products, these tubes deliver an innovative user experience with our unique applicators,” she says. “A brand can choose to incorporate PCR,” she adds.
Albéa Tubes also specializes in caps with applicators. The supplier’s caps and closures come in various designs, including types designed to apply products more easily. Its tube collection of “standards” is equally extensive, and pair with the supplier’s matching caps and closures. “For extruded plastic tubes, we offer 8 different tube diameters—and 13 for laminate tubes,” says Spahr.
Talking about color choices, Spahr says the cap color helps users identify the product, such as distinguishing between a shampoo and conditioner. “The cap’s shape and color are important choices—and an easy way to incorporate a brand’s identity,” she says.
Coverpla offers matte black caps as part of its stock collection, and says designs featuring black are popular. “Black packaging is in high demand, and our black stock caps are requested quite often,” says Cutri.
Since it is the first part of the package that the consumer sees and interacts with, sometimes a custom-designed cap is the best option, especially for fragrances. “The cap is like a package’s spokesperson. It tells a story, conveys a strong image, and attracts the eye,” says Thomas Diezinger, co-founder of TNT Group. Custom caps are TNT Group’s specialty, especially for prestige fragrances. “We exclusively design tailor-made custom caps according to a brand’s specifications,” says Diezinger.
TNT is known for producing zamac and aluminum caps according to a designer’s vision, especially when the design is technically complex. “Our caps are meticulously designed in harmony with the bottle, and we use luxurious finishes. Pair a custom cap with a refillable bottle and the fragrance package becomes an object to collect and treasure,” says Diezinger. TNT Group manufactures custom caps for Penhaligon’s, Louboutin, Jean Paul Gaultier, and others, often using innovative materials, such as Limex, which is limestone.
Cartier recently partnered with TNT Group to launch L’Huile Pure. TNT Group designed and manufactured the bottle’s cap, which features a gold-galvanized zamac shell. It is assembled using a crimping process with a PP insert. “To deliver an exceptional user experience, the cap has undergone a meticulous semi-automatic and manual production and finishing process. This ensures a silky touch, a pleasant opening sensation, and a color consistent with the entire packaging line,” explains Diezinger.
HCP offers both stock and custom caps and closures. “Our engineering and manufacturing expertise supports brands looking to pair a plastic cap or closure with a glass bottle or jar,” says Rowntree. “We excel at creating complex shapes and utilizing our bi-injection technology, along with decorative elements and achieving a superior fit,” says Rowntree.
HCP produced a custom weighted overcap for All-Day-Fresh Hydrating Foundation for the China-based brand, Blank Me. “The seamless transition between the custom shoulder and the asymmetrical glass bottle demonstrates our engineering expertise,” says Rowntree. The outer cap is a two-piece construction, engineered to match the metallized inner cap, shoulder, and pump.
“The brand’s logo is debossed into the top of the cap, then echoed inside for a subtle, surprise touch of branding,” says Rowntree. “A matte finish adds a tactile element and smooth feel,” she says. HCP also partnered with Sally Hansen on three new custom cap designs for its Insta-Dri Nail Polish. All are manufactured at HCP’s Mexico facility.
Looking Ahead
Suppliers will no doubt continue providing beauty brands with innovative stock packaging solutions. HCP’s team says it will keep spreading the word about how its stock packaging is a cost-effective alternative to tooling that delivers speed-to-market solutions. “Our team will continue developing stock designs for full ranges, enabling brands to create a cohesive look across multiple products, effortlessly,” says Rowntree. “And we will continue to perfect our closure designs, considering both form and function,”she adds.
Virospack says it will continue to offer a range of standard dropper packs, decorated to reflect the latest global trends. “We always strive to balance aesthetics and safety, taking vials to the next level with a fantastic strength-to-weight ratio and dimensional stability,” says Virospack’s Ferreira.
Seacliff Beauty will continue focusing on offering innovative designs using sustainable materials. “Our unwavering commitment to preserving the environment while delivering stock packaging for beauty brands that features unparalleled elegance will continue,” Simon says.
Fusion PKG says it remains a go-to supplier for its technical know-how and ability to troubleshoot any issues that arise. “Our dispensing expertise and understanding of the relationship between a formula and package is unrivaled, and has made us the partner of choice to some of the most discerning beauty brands in the world from majors to indies,” says Bacchus.
On a final note, Apogee’s Lynch says, “Packaging is an integral part of the brand experience in beauty. Whether it’s a stock package or a custom component, we will always work closely with our beauty brand partners to understand their packaging goals, and will continue providing solutions that will drive success.”
