Jamie Matusow, Editor-in-Chief03.03.25
In the current environment, wrapped with economic and political flux, does the “Lipstick Factor” still hold true? What are consumers looking for in color cosmetics, and how are brands responding? How does an overall move toward sustainability guide cosmetic packaging suppliers?
Abundant guesswork and data surround one of the largest categories of Beauty, which is spouting trends of its own to meet consumers’ desires. From double-duty makeup products to sheer faces, lip oils to dramatic eyes, and captivating Instagram posts by wildly popular TikTok influencers, new ideas for packaging and application emerge seemingly every day.
Amid a vast industry with multitudes of choices, consumers are rethinking their priorities and relying on makeup as they look for a mood boost, and experiment with their appearances.
Packaging for the color cosmetics market is playing a critical role in sales, with the adaption and development of eco-friendly options that are both appealing and eco-conscious.
In a recent report, Larissa Jensen, Senior Vice President, Global Beauty Industry Advisor at Circana—and a member of Beauty Packaging’s Board of Advisors—said, “…in an industry that has continued to defy expectations, posting dollar growth across the mass and prestige markets over the past few years…the outlook for 2025 remains positive across all beauty categories.”
Jensen noted, “While in 2024, makeup struggled in the mass market and growth slowed down significantly in prestige, there are bright spots for the category across both markets that we believe will drive the category in 2025. Skincare benefits are at the heart of many, including tinted moisturizers and serums. This past year we’ve seen prestige face makeup products with moisturizing, brightening, and mattifying benefits outpace skincare products with the same benefits. Skincare-focused makeup lip products like lip oils and tinted lip balms have also been bright spots across mass and prestige as the rare subsegments that are strong in both areas of the market.” Looking ahead, Jensen said, “While we expect continued softness in the next year for mass makeup, prestige performance should remain positive through 2025.”
Research analyst Statista also offers a positive view on cosmetic industry growth, particularly in the U.S. A report from late 2024 revealed that revenue in the cosmetics’ segment of the beauty & personal care market in the U.S. was forecast to continuously increase between 2024 and 2029 by 17.39%—a total of $3.5 billion dollars. The report stated, “After the ninth consecutive increasing year, the revenue is estimated to reach $23.6 billion U.S. dollars, and therefore a new peak in 2029.”
Global data from Fortune Business Insights also shows positive data, saying, “The global color cosmetics market size was valued at $77.73 billion in 2023 and is projected to grow from $82.16 billion in 2024 to $128.11 billion by 2032, exhibiting a CAGR of 5.7% during the forecast period. The Fortune report determined that Asia Pacific dominated the color cosmetics market with a market share of 42.98% in 2023. However, they predict that the color cosmetics market size in the U.S. is projected to grow significantly, reaching an estimated value of $26.43 billion by 2032, “driven by the rapidly growing cosmetic industry and increasing advancement in makeup products.”
Adding to the growth picture is a rise in technology, switch-overs to natural or organic products, digital try-ons, and how-to’s on social media. A rise in awareness of “quality products and their effect on the skin” is also driving interest in new products.
Prestige cosmetics continue to lead the way in this “clean beauty” arena, and buyers are also being attracted by their presentation in luxe-, and often, high-end refillable packaging.
Mass, too, will experience growth, according to Fortune, which also attributes future growth to increased consumer awareness, “innovative new and quality products at cheaper rates,” and growing consciousness about appearance. Fortune notes that manufacturers “are innovating cheaper and better-quality products that are affordable to all levels of consumers, creating opportunities for color cosmetics manufacturers.”
Here, we present a bird’s eye view into what we can expect to see in the near- and further future.
Isabel Nascimento, Trends Analyst (Advisory) at Stylus, tells Beauty Packaging, “The pace of innovation in color cosmetics is reaching new heights as hyper-informed, value-driven consumers demand products that work smarter and harder.”
In addition, eco-friendly concerns are not only adding to sustainable solutions for recycling but also keeping skin safe from negative environmental factors, such as smog and pollution.
Nascimento says the ongoing fusion of makeup and skincare drives this momentum, with advanced ingredients delivering dual benefits in fewer, cost-effective steps. She explains, “This is reshaping traditional categories like primers, pressed powders, and lip care, where formula boundaries are increasingly fluid.”
Consumers are equally finding value in cosmetics that tap into the powerful connection between looking good and feeling good, according to Nascimento. Drawing from research in neuro-cosmetics and psycho-dermatology, brands are emphasizing mood-boosting, sensory experiences such as unexpected consistencies, and scent-infused formulas. She says, “This experiential approach is resonating in particular with Gen Alpha consumers, who are emerging as a key beauty cohort.”
Albéa Cosmetics & Fragrance’s Squeeshy mascara, is an expansion on tottles.
HCT by kdc/one produced Aora México’s Mírame eyeshadow palette, which is a luxe, sustainable solution that is plastic-free, mono-material, recyclable, and refillable.
At luxury cosmetic packaging producer Axilone, Lucie Ray-Lalanne, Marketing and Communication Manager, tells Beauty Packaging that the color cosmetics market is driven by “a quest for differentiation, and sustainability.” She says, “Virtuous material and eco-design have become a must-have for beauty packaging.” Ray-Lalanne also says specific trends are emerging, including liquid formulas with applicators to refine the application experience, and hybrid makeup products with skin-care benefits. Solid stick formulas for complexion products are gaining popularity for their convenience, and multi-use lips-cheeks-eyes products are also on the rise, “offering versatile application solutions.”
To meet these trends, Ray-Lalanne says Axilone “has proactively focused its innovation efforts on attractive, sustainable, and cutting-edge packaging solutions.” The supplier’s full aluminum Pure Metal range combines “a premium look and feel with infinite recyclability and certified recycled material,” which may include certified “low carbon” aluminum. This collection includes sticks, lipsticks, and compacts, and has recently expanded to packaging solutions for liquid formulas under the form of full aluminum tops, paired with various flocked or aluminum applicators for products like lip oils, serums, and mascaras, associated with a Verescence glass bottle.
Acccording to Aline Roland, Marketing & Communications Director, Albéa Cosmetics & Fragrance, “The color cosmetics segment is currently experiencing “skinification”—a hybridization of skin care with makeup, combining the benefits of skin care with the aesthetics of makeup. In terms of packaging, she explains, “This leads to a mix between formats typically designed for skin care formulas and others more suited to makeup, such as tottles, a product category that we have expanded with innovative formats, such as our Squeeshy mascara, a squeezable pack that thins the formula.”
At HCT by kdc/one, Director of Product Sales, Kristen Nicholson, tells Beauty Packaging, “We are seeing a return to simplicity in packaging design, with a focus on functional and effective options.” Popular trends, she says, include multi-use sticks, vials with innovative applicators for the face and eyes, and tubes designed for various flow-through gestures.
Nicholson says that sustainability has become a key focus in color cosmetic packaging, with brands increasingly opting for materials like aluminum, glass, and other high-quality eco-friendly alternatives. “This shift is driven by a more conscious and informed consumer base that places a high value on sustainability,” she explains.
HCT by kdc/one produced Aora México’s Mírame Palette. The eyeshadow palette is a luxe, sustainable solution that is plastic-free, mono-material, recyclable, and refillable. It is made to last, utilizing high-quality, durable tin. Nicholson says Aora México is the first plastic-free makeup brand born in Mexico, with the mission of “redefining luxury and challenging what we think about beauty.”
A newly launched patented lipstick case from Topline Innovations, is made with mono-resin, is recyclable—and ‘takes long-lasting and moisturizing to a new level.’ (L): Case with bullet above the cup; case with complete bullet)
According to Chang, the patented lipstick case is made with mono-resin and is recyclable. It delivers 99% of the bullet in the case for consumer use, compared to 70% currently. In addition, he says, “A deeper cup holds softer formula to give consumers a more sensuous experience.” He adds: “Brands can rejuvenate their lipsticks, taking long-lasting and moisturizing to a new level.”
At Cosmopak, Dan Wolfe, SVP Business Development, says they are continuing to observe a significant shift toward sustainability. He says brands are increasingly prioritizing eco-forward solutions and diverse sourcing options, “reflecting a broader commitment to environmental responsibility and maintaining agility in today’s market uncertainty.”
Wolfe says in various categories, particularly lip balms and glosses, clear formulations with extensive shade extensions are experiencing “remarkable growth.” This trend, he says, highlights consumers’ growing preference for versatile, user-friendly products that enhance their natural beauty. Additionally, he notes, “The importance of clean formulations continues to gain traction, as consumers seek ingredient transparency and products free from harmful chemicals and additives.”
Related: How the Cosmetic Industry is Redefining 'Clean Beauty'
At HCP Packaging, Stephanie Rowntree, International Product Manager, says, “Packaging in color cosmetics is evolving to meet trends for sensory experiences, sustainability, and multi-functionality, playing a vital role in addressing consumer demands. Refillable keepsake items are on the rise, blending sustainability with a premium aesthetic that resonates with eco-conscious consumers.”
Customization is driving demand for adaptive packaging elements, says Rowntree, allowing consumers to personalize their products and foster brand loyalty. She says the trend for hybrid formulations addressing modern concerns, like pollution and climate extremes, requires innovative packaging solutions that ensure comfort, efficacy, and precise application.
“Packaging is also evolving to support the trend for multi-functional cosmetics,” adds Rowntree, incorporating features that align with the growing demand for clean, active formulations and sustainable materials, without compromising performance or design.”
Rowntree highlights HCP’s recent development of Lisa Eldridge’s Rouge Experience Refillable Lipstick as an example of HCP Packaging’s dedication to innovation, luxury, and sustainability. She says, “This groundbreaking design features a 100% aluminum mono-material refillable mechanism, a first in the beauty industry, crafted to be recyclable without disassembly while reducing plastic usage.” In addition, she says, “The sleek, curvaceous outer case, inspired by vintage makeup artistry, is made from fluted zamac and finished with Lisa Eldridge’s signature gold tone through cutting-edge e-coating.”
Balancing timeless elegance with next-generation sustainability, the refill system allows consumers to replace or swap shades effortlessly while contributing to a circular economy. Designed and manufactured in HCP’s state-of-the-art, eco-efficient facility, Rowntree says, “This pack combines premium aesthetics with practical functionality, setting a new standard for sustainable luxury in beauty packaging.”
Jennifer Lehto, Senior Business Development Manager at APC Packaging, has witnessed a trend in color cosmetics toward multi-functionality and personalization. In packaging, she says, “There’s a growing emphasis on portability, eco-conscious materials, and sleek designs. Minimalist aesthetics paired with sustainable practices—like refillable systems and biodegradable components—are particularly popular, reflecting consumer demand for both style and environmental responsibility.”
As manufacturers of automatic machines, Marchesini Group Beauty’s Sales Director, Lorenzo Gatti, says they have noticed an increasing demand for solutions for filling liquid products of different viscosities, from perfumes to foundations to mascaras. To meet market demands, they have expanded their solutions with “a view to greater flexibility and diversifying production speed.” The Group’s cosmetics division carries out projects ranging from standard requests to customizations for luxury productions or special products.
HCP Packaging’s sleek, curvaceous outer case, inspired by vintage makeup artistry, is made from fluted zamac and finished with Lisa Eldridge’s signature gold tone through cutting-edge e-coating.
Nascimento of Stylus says, “Packaging innovation is being shaped by three converging consumer demands: portability, playfulness, and purpose.”
She explains, “Innovators like Simihaze Beauty and Indu Beauty are pioneering versatile packaging solutions to address lifestyle needs. From stackable compacts and DIY palette sets to multi-use sticks, adaptive formats let consumers seamlessly transition from desk to dinner.”
The true innovation, says Nascimento, “lies in how these functional designs combine convenience with playful customization and sustainability. Smart brands are developing modular, refillable systems that let consumers personalize their beauty experience while minimizing waste—aligning with ‘underconsumption-core’ mindsets of buying less, but better.”
GPI’s Megan Gunn, Senior Director Strategic Marketing, finds that sticks continue to be in high demand as they are multi-functional across multiple categories. In addition, she says, vials are being heavily requested in sustainable materials such as mono PET/PP and glass.
Gunn also tells Beauty Packaging, “We are observing a steady rise in mono-material packaging solutions, including refillable options and innovative stick designs that are both airtight and mono-material. Additionally, there is growing demand for specialty applicators made from materials like zamac and ceramic, catering to both color cosmetics and skincare products.
In past years, sustainability has become an integral part of any new product development project at Albéa, according to Roland. She says this translates into “different solutions such as the integration of post-consumer recycled (PCR) in our mascaras or refill systems for jars and compacts which we produce for American brands in our plant in Matamoros.”
Roland says, “We notice a growing demand for packaging solutions that are designed to last longer by being refillable or reusable, such as our Pure Kiss, a 100% PET refillable and recyclable-ready lipstick.” Today, packaging needs to combine sustainability, aesthetics, emotions, and functionality, while allowing differentiation and brand recognition. These principles have been at the heart of our product roadmap for many years.”
Nicholson at HCT by kdc/one says mini sizes are appealing for value sets, travel, or to cater to consumers who may be hesitant to commit to a full-size product. “This allows brands to offer trial sizes, while providing consumers with the flexibility to explore new products,” she explains.
Related: Makeup Applicators & Brushes Designed for Superior Product Performance
Applicators are in demand at HCP, where Rowntree says, “Brands are prioritizing applicators that deliver both precision and versatility, with increasing emphasis on sustainability and sensory appeal. They seek applicators that ensure precise application, optimal product pick-up, and controlled delivery, enhancing the synergy between formula and packaging.”
The Brivaplast team told Beauty Packaging that brands are searching for solutions “that can improve the aesthetic aspect of traditional-shaped packaging thanks to the flexibility of customizations.” This can differentiate the brand and make the single product stand out from the numerous options present on the market. New and implemented ways of decorating and finishing the components, bottles, and caps, are examples.
As far as packaging materials, Brivaplast says new recycled material options, with a higher percentage of recycled material and higher aesthetic quality (e.g, clarity), represent the new normal. For the glosses, implemented versions of PET bottles are more and more requested. This material choice enables the recyclability of the bottle in the traditional PET stream.
Portability and sustainability are the two top features at Cosmopak, where Wolfe tells Beauty Packaging, “Consumers value on-the-go options that minimize environmental impact. This demand drives innovation, prompting brands to explore materials and designs that align with eco-conscious practices.”
“To align with sustainability goals and consumer demand,” APC Packaging’s Lehto says they are seeing growing brand interest in refillable systems, airless pumps, customizable components, and mono-material packaging.
Oliver Vogel, CEO, Geka, says, “Sustainability is more than just a trend—it’s a movement that’s here to stay. Customers are still increasingly demanding refillable and smart packaging solutions, driving the beauty industry to innovate and prioritize eco-friendly practices.”
“Sustainable beauty is here to stay,” agrees Chen at ICONS|ICS. “We’ve seen growing demand for in-mold matte packaging with embossed or debossed logos on caps or bodies. This approach elevates the product’s look, reduces costs, and enhances sustainability by eliminating secondary processes that often render packaging non-recyclable.” Additionally, she says, more brands are requesting the integration of PCR materials into their packaging. A standout example, she says, is ICONS|ICS EcoRefill Powder Pot—crafted from mono-material PP with optional PCR; it’s refillable, curbside recyclable, and features a luxurious in-mold matte texture. “Clear components are always in demand to emphasize the formula’s color.”
Rowntree says, “Sustainability has significantly shaped how we develop Color Cosmetics packaging at HCP, driving a shift toward light-weighting, bio-based materials, PET know-how, and refillable and mono-material recyclable designs—while investment in new sustainable packaging solutions is at the core of our innovation program.”
As manufacturers of automatic machines, Marchesini’s Gatti says they have noticed a trend related to the production of lipsticks that is coming back into fashion—production with metal mold technology. This solution is well-suited to the new lipsticks increasingly produced with natural ingredients, which, in most cases, have higher acidity. He explains, “Metal is better suited to processing these ingredients compared to silicone, although it makes it difficult to customize the body of the lipstick.”
The lip product segment is expected to grow significantly during Fortune Business Insights’s forecast period. Their report says, “Growing purchasing power in developing and developed countries and rising beauty trends among the younger generation are supporting the segmental growth. Lip products include lipstick, lip balm, lip liner, and others.”
At HCP Packaging, Rowntree says, “The lip and lip care categories are experiencing significant growth, driven by hybrid products offering multi-use flexibility and sleek, portable packaging with ergonomic applicators.”
Eye makeup is also resurging, says Rowntree, “influenced by Gen Z’s love for ’90s trends like smoky eyes and dark metallics.” Cream-to-powder textures are gaining popularity, requiring innovative applicators for smooth, blendable, applications. “Packaging and applicators are evolving to support this wave of self-expression and artistry, focusing on functionality, precision, and an elevated consumer experience.”
GPI’s Gunn also reports continued growth in lip products—specifically lip gloss, tinted lip balm, and lip oils as well as eye and cheek with less traditional formulas like liquid blush, stick and liquid bronzers, and stick eyeshadows.
“Eye cosmetics are seeing notable growth, driven by trends like bold eyeshadow palettes, graphic liners, and mascaras tailored to specific lash needs,” says APC Packaging’s Lehto. “Post-pandemic shifts also revived interest in lip products, with hybrid options like tinted balms and lip oils gaining traction for their versatility and skin-care benefits.”
At HCT by kdc/one, Nicholson says that the cheek category is currently experiencing significant growth, with a rising demand for products in various formats and textures. This includes cream blushes, powders, and hybrids.
Geka’s Vogel, says, “The lips and face will continue to reign supreme in the beauty industry. However, 2025 promises an exciting twist as eye makeup stages a spectacular comeback.”
At Albéa Cosmetics & Fragrance, Roland tells Beauty Packaging, “Today, face makeup is leading the way, and we see a higher demand for foundation and concealer products.”
ICONS|ICS’s Chen, says that in 2024, the company experienced “a significant surge” in demand for lip and cheek products—with tubes, glass jars and bottles, and pan sticks leading the charge. Key trends driving this growth included nature-inspired designs, new ways of applying makeup, and recyclable packaging featuring post-consumer recycled materials. Looking ahead to 2025-2026, Chen says they anticipate continued expansion in the lip, cheek, and face categories, alongside a rising interest in face sprays and loose powders.
ICONS|ICS is also seeing increasing demand for innovative solutions such as mono-material tubes with unique applicators, mono-material bottles and jars, as well as the continued popularity of metal-free pumps and sprayers—”reflecting consumers’ growing emphasis on sustainability and cutting-edge design.”
Marchesini’s MM 3000 machine is used to produce lipsticks with metal mold technology.
With the many demands on packaging for the color cosmetic category, we asked our industry experts for their forecasts on the remainder of 2025—and beyond.
Rowntree of HCP Packaging, says, “By 2025-26, growth in Color Cosmetics will be fueled by trends in self-expression, inclusivity, and sustainability, with packaging and applicators playing a pivotal role. Nostalgic looks like ’90s grunge and bold metallics will drive demand for innovative packaging that reflects these trends, while hybrid cosmetics with skincare benefits will require applicators designed for precise, multi-functional use.
“Refillable packaging, mono-material designs, and advanced applicators—such as ergonomic brushes and sensorial designs—will become key differentiators, aligning with consumer demand for eco-conscious and premium solutions. Digital tools like AR try-ons and social commerce will amplify interest in customizable products, highlighting the importance of packaging that delivers both functionality and aesthetics in an evolving beauty landscape,” says Rowntree.
According to Circana’s Jensen, “Millennials continue to drive shifts and trends in the market as they age and their needs and priorities change. One example is in makeup, where Millennials are showing the largest drop in usage, which contributed to the slowdown in sales performance across the mass and prestige markets. Identifying ways to encourage continued engagement from Millennials will be key to ensuring industry success.”
Related: Circana's Larissa Jensen Decodes Gen X Beauty Shoppers
As environmental challenges intensify, Stylus’s Nascimento says cosmetic hybrids are also evolving to protect against the exposome—the total environmental exposure impacting skin health. She says, “Next-generation products will offer complete protection against aggressors while ensuring all-day, comfortable wear in extreme conditions.”
Geka’s Vogel believes, “We are going to see an increase in launch activities and exciting news from smaller players. Clean and sustainable beauty, increasing personalization, AI impact on makeup advice, and more hybrid products color cosmetics/skin care will continue to change and shape our industry. E-commerce will continue its success story. In response to faster time to market and a lower investment budget, there is an increasing preference from brands for standard packaging solutions.”
Vogel predicts, “In 2025, the focus in cosmetics packaging and skincare will continue to be on sustainable and refillable solutions, along with minimalist and functional designs, as well as interactive, smart, and multi-sensory packaging.”
“Sales are projected to grow steadily, with particular expansion in online and hybrid shopping experiences,” says APC Packaging’s Lehto. “Key drivers will include product innovation—such as AI-driven personalization—and increased emphasis on inclusive and multifunctional products. Sustainability will remain pivotal, influencing not just packaging but the life cycle of the product itself.”
HCT by kdc/one’s Nicolson, reports, “We expect significant growth in multi-use, hybrid products that combine skin care and color benefits. Consumers are constantly seeking products that simplify their routines.”
Looking to the year ahead, Cosmopak’s Dwyer anticipates, “Continued growth in the color cosmetics market, fueled by innovations in clean product formulations and sustainable practices… Embracing these changes will enable brands to cater to an increasingly environmentally aware consumer base.”
Alternative Packaging with a Conscience
Cutting Through Hurdles with Turnkey Packaging
Abundant guesswork and data surround one of the largest categories of Beauty, which is spouting trends of its own to meet consumers’ desires. From double-duty makeup products to sheer faces, lip oils to dramatic eyes, and captivating Instagram posts by wildly popular TikTok influencers, new ideas for packaging and application emerge seemingly every day.
Amid a vast industry with multitudes of choices, consumers are rethinking their priorities and relying on makeup as they look for a mood boost, and experiment with their appearances.
Packaging for the color cosmetics market is playing a critical role in sales, with the adaption and development of eco-friendly options that are both appealing and eco-conscious.
Market Analysis
Research shows the overall prediction for the color cosmetics market is positive for 2025, and for the next few years.In a recent report, Larissa Jensen, Senior Vice President, Global Beauty Industry Advisor at Circana—and a member of Beauty Packaging’s Board of Advisors—said, “…in an industry that has continued to defy expectations, posting dollar growth across the mass and prestige markets over the past few years…the outlook for 2025 remains positive across all beauty categories.”
Jensen noted, “While in 2024, makeup struggled in the mass market and growth slowed down significantly in prestige, there are bright spots for the category across both markets that we believe will drive the category in 2025. Skincare benefits are at the heart of many, including tinted moisturizers and serums. This past year we’ve seen prestige face makeup products with moisturizing, brightening, and mattifying benefits outpace skincare products with the same benefits. Skincare-focused makeup lip products like lip oils and tinted lip balms have also been bright spots across mass and prestige as the rare subsegments that are strong in both areas of the market.” Looking ahead, Jensen said, “While we expect continued softness in the next year for mass makeup, prestige performance should remain positive through 2025.”
Research analyst Statista also offers a positive view on cosmetic industry growth, particularly in the U.S. A report from late 2024 revealed that revenue in the cosmetics’ segment of the beauty & personal care market in the U.S. was forecast to continuously increase between 2024 and 2029 by 17.39%—a total of $3.5 billion dollars. The report stated, “After the ninth consecutive increasing year, the revenue is estimated to reach $23.6 billion U.S. dollars, and therefore a new peak in 2029.”
Global data from Fortune Business Insights also shows positive data, saying, “The global color cosmetics market size was valued at $77.73 billion in 2023 and is projected to grow from $82.16 billion in 2024 to $128.11 billion by 2032, exhibiting a CAGR of 5.7% during the forecast period. The Fortune report determined that Asia Pacific dominated the color cosmetics market with a market share of 42.98% in 2023. However, they predict that the color cosmetics market size in the U.S. is projected to grow significantly, reaching an estimated value of $26.43 billion by 2032, “driven by the rapidly growing cosmetic industry and increasing advancement in makeup products.”
Adding to the growth picture is a rise in technology, switch-overs to natural or organic products, digital try-ons, and how-to’s on social media. A rise in awareness of “quality products and their effect on the skin” is also driving interest in new products.
Prestige cosmetics continue to lead the way in this “clean beauty” arena, and buyers are also being attracted by their presentation in luxe-, and often, high-end refillable packaging.
Mass, too, will experience growth, according to Fortune, which also attributes future growth to increased consumer awareness, “innovative new and quality products at cheaper rates,” and growing consciousness about appearance. Fortune notes that manufacturers “are innovating cheaper and better-quality products that are affordable to all levels of consumers, creating opportunities for color cosmetics manufacturers.”
Taking a Color Cosmetics Poll
What opportunities are brands and packaging manufacturers pursuing as they analyze global trends and look to the future? To get a clear picture, Beauty Packaging reached out to a number of cosmetic industry experts, packaging manufacturers, and brands for their perspectives on market trends, sustainability, refillable packs, double-duty makeup, and more.Here, we present a bird’s eye view into what we can expect to see in the near- and further future.
Color Trends to Watch
Just about all of the beauty experts we spoke with said the makeup category is moving faster than ever, in great part, evolving due to consumer demand.Isabel Nascimento, Trends Analyst (Advisory) at Stylus, tells Beauty Packaging, “The pace of innovation in color cosmetics is reaching new heights as hyper-informed, value-driven consumers demand products that work smarter and harder.”
In addition, eco-friendly concerns are not only adding to sustainable solutions for recycling but also keeping skin safe from negative environmental factors, such as smog and pollution.
Nascimento says the ongoing fusion of makeup and skincare drives this momentum, with advanced ingredients delivering dual benefits in fewer, cost-effective steps. She explains, “This is reshaping traditional categories like primers, pressed powders, and lip care, where formula boundaries are increasingly fluid.”
Consumers are equally finding value in cosmetics that tap into the powerful connection between looking good and feeling good, according to Nascimento. Drawing from research in neuro-cosmetics and psycho-dermatology, brands are emphasizing mood-boosting, sensory experiences such as unexpected consistencies, and scent-infused formulas. She says, “This experiential approach is resonating in particular with Gen Alpha consumers, who are emerging as a key beauty cohort.”
‘A Quest for Differentiation and Sustainability’
Albéa Cosmetics & Fragrance’s Squeeshy mascara, is an expansion on tottles.
HCT by kdc/one produced Aora México’s Mírame eyeshadow palette, which is a luxe, sustainable solution that is plastic-free, mono-material, recyclable, and refillable.
To meet these trends, Ray-Lalanne says Axilone “has proactively focused its innovation efforts on attractive, sustainable, and cutting-edge packaging solutions.” The supplier’s full aluminum Pure Metal range combines “a premium look and feel with infinite recyclability and certified recycled material,” which may include certified “low carbon” aluminum. This collection includes sticks, lipsticks, and compacts, and has recently expanded to packaging solutions for liquid formulas under the form of full aluminum tops, paired with various flocked or aluminum applicators for products like lip oils, serums, and mascaras, associated with a Verescence glass bottle.
Acccording to Aline Roland, Marketing & Communications Director, Albéa Cosmetics & Fragrance, “The color cosmetics segment is currently experiencing “skinification”—a hybridization of skin care with makeup, combining the benefits of skin care with the aesthetics of makeup. In terms of packaging, she explains, “This leads to a mix between formats typically designed for skin care formulas and others more suited to makeup, such as tottles, a product category that we have expanded with innovative formats, such as our Squeeshy mascara, a squeezable pack that thins the formula.”
At HCT by kdc/one, Director of Product Sales, Kristen Nicholson, tells Beauty Packaging, “We are seeing a return to simplicity in packaging design, with a focus on functional and effective options.” Popular trends, she says, include multi-use sticks, vials with innovative applicators for the face and eyes, and tubes designed for various flow-through gestures.
Nicholson says that sustainability has become a key focus in color cosmetic packaging, with brands increasingly opting for materials like aluminum, glass, and other high-quality eco-friendly alternatives. “This shift is driven by a more conscious and informed consumer base that places a high value on sustainability,” she explains.
HCT by kdc/one produced Aora México’s Mírame Palette. The eyeshadow palette is a luxe, sustainable solution that is plastic-free, mono-material, recyclable, and refillable. It is made to last, utilizing high-quality, durable tin. Nicholson says Aora México is the first plastic-free makeup brand born in Mexico, with the mission of “redefining luxury and challenging what we think about beauty.”
Clean, Clear & Eco-Forward
At Topline Innovations LLC, Charles Chang, CEO, says the greatest trend in the cosmetic industry is for environmental sustainability as both governmental regulation and consumers demand all packaging to be recyclable. EU regulation has set 2030 as the deadline. Chang, an accomplished beauty industry veteran, is currently launching a new lipstick, called KolorBalm, which he says is “revolutionary” for its many benefits.A newly launched patented lipstick case from Topline Innovations, is made with mono-resin, is recyclable—and ‘takes long-lasting and moisturizing to a new level.’ (L): Case with bullet above the cup; case with complete bullet)
At Cosmopak, Dan Wolfe, SVP Business Development, says they are continuing to observe a significant shift toward sustainability. He says brands are increasingly prioritizing eco-forward solutions and diverse sourcing options, “reflecting a broader commitment to environmental responsibility and maintaining agility in today’s market uncertainty.”
Wolfe says in various categories, particularly lip balms and glosses, clear formulations with extensive shade extensions are experiencing “remarkable growth.” This trend, he says, highlights consumers’ growing preference for versatile, user-friendly products that enhance their natural beauty. Additionally, he notes, “The importance of clean formulations continues to gain traction, as consumers seek ingredient transparency and products free from harmful chemicals and additives.”
Related: How the Cosmetic Industry is Redefining 'Clean Beauty'
At HCP Packaging, Stephanie Rowntree, International Product Manager, says, “Packaging in color cosmetics is evolving to meet trends for sensory experiences, sustainability, and multi-functionality, playing a vital role in addressing consumer demands. Refillable keepsake items are on the rise, blending sustainability with a premium aesthetic that resonates with eco-conscious consumers.”
Customization is driving demand for adaptive packaging elements, says Rowntree, allowing consumers to personalize their products and foster brand loyalty. She says the trend for hybrid formulations addressing modern concerns, like pollution and climate extremes, requires innovative packaging solutions that ensure comfort, efficacy, and precise application.
“Packaging is also evolving to support the trend for multi-functional cosmetics,” adds Rowntree, incorporating features that align with the growing demand for clean, active formulations and sustainable materials, without compromising performance or design.”
Rowntree highlights HCP’s recent development of Lisa Eldridge’s Rouge Experience Refillable Lipstick as an example of HCP Packaging’s dedication to innovation, luxury, and sustainability. She says, “This groundbreaking design features a 100% aluminum mono-material refillable mechanism, a first in the beauty industry, crafted to be recyclable without disassembly while reducing plastic usage.” In addition, she says, “The sleek, curvaceous outer case, inspired by vintage makeup artistry, is made from fluted zamac and finished with Lisa Eldridge’s signature gold tone through cutting-edge e-coating.”
Balancing timeless elegance with next-generation sustainability, the refill system allows consumers to replace or swap shades effortlessly while contributing to a circular economy. Designed and manufactured in HCP’s state-of-the-art, eco-efficient facility, Rowntree says, “This pack combines premium aesthetics with practical functionality, setting a new standard for sustainable luxury in beauty packaging.”
Jennifer Lehto, Senior Business Development Manager at APC Packaging, has witnessed a trend in color cosmetics toward multi-functionality and personalization. In packaging, she says, “There’s a growing emphasis on portability, eco-conscious materials, and sleek designs. Minimalist aesthetics paired with sustainable practices—like refillable systems and biodegradable components—are particularly popular, reflecting consumer demand for both style and environmental responsibility.”
As manufacturers of automatic machines, Marchesini Group Beauty’s Sales Director, Lorenzo Gatti, says they have noticed an increasing demand for solutions for filling liquid products of different viscosities, from perfumes to foundations to mascaras. To meet market demands, they have expanded their solutions with “a view to greater flexibility and diversifying production speed.” The Group’s cosmetics division carries out projects ranging from standard requests to customizations for luxury productions or special products.
In-Demand Packaging
While sustainable packaging seems to be the feature most in demand, there are others as well—including of course, innovation.HCP Packaging’s sleek, curvaceous outer case, inspired by vintage makeup artistry, is made from fluted zamac and finished with Lisa Eldridge’s signature gold tone through cutting-edge e-coating.
She explains, “Innovators like Simihaze Beauty and Indu Beauty are pioneering versatile packaging solutions to address lifestyle needs. From stackable compacts and DIY palette sets to multi-use sticks, adaptive formats let consumers seamlessly transition from desk to dinner.”
The true innovation, says Nascimento, “lies in how these functional designs combine convenience with playful customization and sustainability. Smart brands are developing modular, refillable systems that let consumers personalize their beauty experience while minimizing waste—aligning with ‘underconsumption-core’ mindsets of buying less, but better.”
GPI’s Megan Gunn, Senior Director Strategic Marketing, finds that sticks continue to be in high demand as they are multi-functional across multiple categories. In addition, she says, vials are being heavily requested in sustainable materials such as mono PET/PP and glass.
Gunn also tells Beauty Packaging, “We are observing a steady rise in mono-material packaging solutions, including refillable options and innovative stick designs that are both airtight and mono-material. Additionally, there is growing demand for specialty applicators made from materials like zamac and ceramic, catering to both color cosmetics and skincare products.
In past years, sustainability has become an integral part of any new product development project at Albéa, according to Roland. She says this translates into “different solutions such as the integration of post-consumer recycled (PCR) in our mascaras or refill systems for jars and compacts which we produce for American brands in our plant in Matamoros.”
Roland says, “We notice a growing demand for packaging solutions that are designed to last longer by being refillable or reusable, such as our Pure Kiss, a 100% PET refillable and recyclable-ready lipstick.” Today, packaging needs to combine sustainability, aesthetics, emotions, and functionality, while allowing differentiation and brand recognition. These principles have been at the heart of our product roadmap for many years.”
Nicholson at HCT by kdc/one says mini sizes are appealing for value sets, travel, or to cater to consumers who may be hesitant to commit to a full-size product. “This allows brands to offer trial sizes, while providing consumers with the flexibility to explore new products,” she explains.
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Applicators are in demand at HCP, where Rowntree says, “Brands are prioritizing applicators that deliver both precision and versatility, with increasing emphasis on sustainability and sensory appeal. They seek applicators that ensure precise application, optimal product pick-up, and controlled delivery, enhancing the synergy between formula and packaging.”
The Brivaplast team told Beauty Packaging that brands are searching for solutions “that can improve the aesthetic aspect of traditional-shaped packaging thanks to the flexibility of customizations.” This can differentiate the brand and make the single product stand out from the numerous options present on the market. New and implemented ways of decorating and finishing the components, bottles, and caps, are examples.
As far as packaging materials, Brivaplast says new recycled material options, with a higher percentage of recycled material and higher aesthetic quality (e.g, clarity), represent the new normal. For the glosses, implemented versions of PET bottles are more and more requested. This material choice enables the recyclability of the bottle in the traditional PET stream.
Portability and sustainability are the two top features at Cosmopak, where Wolfe tells Beauty Packaging, “Consumers value on-the-go options that minimize environmental impact. This demand drives innovation, prompting brands to explore materials and designs that align with eco-conscious practices.”
“To align with sustainability goals and consumer demand,” APC Packaging’s Lehto says they are seeing growing brand interest in refillable systems, airless pumps, customizable components, and mono-material packaging.
Sustainability’s Influence
Cosmopak’s Wolfe says, “Sustainability has profoundly influenced color cosmetic packaging by pushing brands to adopt eco-forward materials (metals, glass, paper, PCR, wood, biomaterials etc.) and characteristics like easier-to-recycle mono-materials, biodegradable, and refillable packaging.”Oliver Vogel, CEO, Geka, says, “Sustainability is more than just a trend—it’s a movement that’s here to stay. Customers are still increasingly demanding refillable and smart packaging solutions, driving the beauty industry to innovate and prioritize eco-friendly practices.”
“Sustainable beauty is here to stay,” agrees Chen at ICONS|ICS. “We’ve seen growing demand for in-mold matte packaging with embossed or debossed logos on caps or bodies. This approach elevates the product’s look, reduces costs, and enhances sustainability by eliminating secondary processes that often render packaging non-recyclable.” Additionally, she says, more brands are requesting the integration of PCR materials into their packaging. A standout example, she says, is ICONS|ICS EcoRefill Powder Pot—crafted from mono-material PP with optional PCR; it’s refillable, curbside recyclable, and features a luxurious in-mold matte texture. “Clear components are always in demand to emphasize the formula’s color.”
Rowntree says, “Sustainability has significantly shaped how we develop Color Cosmetics packaging at HCP, driving a shift toward light-weighting, bio-based materials, PET know-how, and refillable and mono-material recyclable designs—while investment in new sustainable packaging solutions is at the core of our innovation program.”
As manufacturers of automatic machines, Marchesini’s Gatti says they have noticed a trend related to the production of lipsticks that is coming back into fashion—production with metal mold technology. This solution is well-suited to the new lipsticks increasingly produced with natural ingredients, which, in most cases, have higher acidity. He explains, “Metal is better suited to processing these ingredients compared to silicone, although it makes it difficult to customize the body of the lipstick.”
Categories with the Most Growth
Which color cosmetic categories are showing the most growth? Lips, Face, Eyes, Cheeks? The answer varies among suppliers—but the answer is “all.”The lip product segment is expected to grow significantly during Fortune Business Insights’s forecast period. Their report says, “Growing purchasing power in developing and developed countries and rising beauty trends among the younger generation are supporting the segmental growth. Lip products include lipstick, lip balm, lip liner, and others.”
At HCP Packaging, Rowntree says, “The lip and lip care categories are experiencing significant growth, driven by hybrid products offering multi-use flexibility and sleek, portable packaging with ergonomic applicators.”
Eye makeup is also resurging, says Rowntree, “influenced by Gen Z’s love for ’90s trends like smoky eyes and dark metallics.” Cream-to-powder textures are gaining popularity, requiring innovative applicators for smooth, blendable, applications. “Packaging and applicators are evolving to support this wave of self-expression and artistry, focusing on functionality, precision, and an elevated consumer experience.”
GPI’s Gunn also reports continued growth in lip products—specifically lip gloss, tinted lip balm, and lip oils as well as eye and cheek with less traditional formulas like liquid blush, stick and liquid bronzers, and stick eyeshadows.
“Eye cosmetics are seeing notable growth, driven by trends like bold eyeshadow palettes, graphic liners, and mascaras tailored to specific lash needs,” says APC Packaging’s Lehto. “Post-pandemic shifts also revived interest in lip products, with hybrid options like tinted balms and lip oils gaining traction for their versatility and skin-care benefits.”
At HCT by kdc/one, Nicholson says that the cheek category is currently experiencing significant growth, with a rising demand for products in various formats and textures. This includes cream blushes, powders, and hybrids.
Geka’s Vogel, says, “The lips and face will continue to reign supreme in the beauty industry. However, 2025 promises an exciting twist as eye makeup stages a spectacular comeback.”
At Albéa Cosmetics & Fragrance, Roland tells Beauty Packaging, “Today, face makeup is leading the way, and we see a higher demand for foundation and concealer products.”
ICONS|ICS’s Chen, says that in 2024, the company experienced “a significant surge” in demand for lip and cheek products—with tubes, glass jars and bottles, and pan sticks leading the charge. Key trends driving this growth included nature-inspired designs, new ways of applying makeup, and recyclable packaging featuring post-consumer recycled materials. Looking ahead to 2025-2026, Chen says they anticipate continued expansion in the lip, cheek, and face categories, alongside a rising interest in face sprays and loose powders.
ICONS|ICS is also seeing increasing demand for innovative solutions such as mono-material tubes with unique applicators, mono-material bottles and jars, as well as the continued popularity of metal-free pumps and sprayers—”reflecting consumers’ growing emphasis on sustainability and cutting-edge design.”
The Future of Color Cosmetics Packaging
Marchesini’s MM 3000 machine is used to produce lipsticks with metal mold technology.
Rowntree of HCP Packaging, says, “By 2025-26, growth in Color Cosmetics will be fueled by trends in self-expression, inclusivity, and sustainability, with packaging and applicators playing a pivotal role. Nostalgic looks like ’90s grunge and bold metallics will drive demand for innovative packaging that reflects these trends, while hybrid cosmetics with skincare benefits will require applicators designed for precise, multi-functional use.
“Refillable packaging, mono-material designs, and advanced applicators—such as ergonomic brushes and sensorial designs—will become key differentiators, aligning with consumer demand for eco-conscious and premium solutions. Digital tools like AR try-ons and social commerce will amplify interest in customizable products, highlighting the importance of packaging that delivers both functionality and aesthetics in an evolving beauty landscape,” says Rowntree.
According to Circana’s Jensen, “Millennials continue to drive shifts and trends in the market as they age and their needs and priorities change. One example is in makeup, where Millennials are showing the largest drop in usage, which contributed to the slowdown in sales performance across the mass and prestige markets. Identifying ways to encourage continued engagement from Millennials will be key to ensuring industry success.”
Related: Circana's Larissa Jensen Decodes Gen X Beauty Shoppers
As environmental challenges intensify, Stylus’s Nascimento says cosmetic hybrids are also evolving to protect against the exposome—the total environmental exposure impacting skin health. She says, “Next-generation products will offer complete protection against aggressors while ensuring all-day, comfortable wear in extreme conditions.”
Geka’s Vogel believes, “We are going to see an increase in launch activities and exciting news from smaller players. Clean and sustainable beauty, increasing personalization, AI impact on makeup advice, and more hybrid products color cosmetics/skin care will continue to change and shape our industry. E-commerce will continue its success story. In response to faster time to market and a lower investment budget, there is an increasing preference from brands for standard packaging solutions.”
Vogel predicts, “In 2025, the focus in cosmetics packaging and skincare will continue to be on sustainable and refillable solutions, along with minimalist and functional designs, as well as interactive, smart, and multi-sensory packaging.”
“Sales are projected to grow steadily, with particular expansion in online and hybrid shopping experiences,” says APC Packaging’s Lehto. “Key drivers will include product innovation—such as AI-driven personalization—and increased emphasis on inclusive and multifunctional products. Sustainability will remain pivotal, influencing not just packaging but the life cycle of the product itself.”
HCT by kdc/one’s Nicolson, reports, “We expect significant growth in multi-use, hybrid products that combine skin care and color benefits. Consumers are constantly seeking products that simplify their routines.”
Looking to the year ahead, Cosmopak’s Dwyer anticipates, “Continued growth in the color cosmetics market, fueled by innovations in clean product formulations and sustainable practices… Embracing these changes will enable brands to cater to an increasingly environmentally aware consumer base.”
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Following the sell-out of its original collaboration (completely sold out in under 10 minutes!) ColourPop launched a new limited-edition collection inspired by The Twilight Saga: New Moon.  |
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Florasys, an “award-winning, TikTok color cosmetics brand known for its blend of Eastern wisdom and makeup, merging traditional beauty with Chinese aesthetics” launched The Floral Engraving Phoenix Makeup Palette. Inspired by the legendary tale “All Birds Pay Homage to the Phoenix,” this palette features nine richly pigmented shades suitable for eyeshadow, blush, contour, and highlighter. The intricate, 3D phoenix engraving celebrates cultural heritage and timeless elegance. The design of the palette draws inspiration from the concept of Feng Shui. Read more here.  |
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