Cosmetic packaging is helping brands stay relevant with current devotees while wooing potential customers. Here are the trends making both possible in 2023.

While inflation continues to dampen consumer spending, the cosmetics industry is enjoying record sales on a global scale.

Annual growth peaked at 15.3% in 2022.
Global market valuation is expected to reach $785 billion by 2025.
Skin care was the top product segment in 2022, amounting to 42% of all sales.

As expected, the demand for cosmetics packaging is rising simultaneously, growing at an estimated rate of 3.6% to value $33.2 billion until 2025.

Despite this growth, changing beauty standards, fluctuating trends, and an oversaturated market are making it harder for brands to stand out. We look at the cosmetic packaging trends beating those odds in 2023.

Minimalism

Minimalism’s comeback during the 2000s is still going strong in product design throughout a variety of industries. Yet the trend is continuously evolving in a world where ‘less’ is becoming more and more subjective.

Weary of 12-step influencer beauty regimens and shrinking budgets, consumers are embracing a straightforward approach to personal care. For example, a recent survey showed 28% of Gen Z uses less beauty products today than they did before the Covid-19 pandemic.

In 2023, cosmetic packaging is finding a way to transform simple design into a stunning impression by focusing on these key principles.

Tactile over visual stimulation. Embossing and debossing are providing subtle nods to luxury and higher quality products.
Text-centred messaging. With fewer flashy design elements, brands are depending more heavily on typography to communicate identity and values.
Muted hues. Fewer shades and monotone design suggest a zen beauty experience to overstimulated consumers.

Ourself quietly stands out with a metallic finish and sleek cylindrical silhouette. Salt & Stone grabs attention with its simple yet uinque secondary packaging shape. Asarai gets the mesage out with monotone design and bold lettering.

Gender Neutral Product Lines

Men are spending more on personal care than ever before, with male skincare products alone boasting 7% revenue increase in 2022. Yet the line between masculine and feminine products is becoming increasingly blurred. In fact, roughly 40% of adults are interested in gender-neutral versions of their favourite beauty products.

As a result, we’re seeing many brands go beyond distinctive him/her lines in favour of a single, gender neutral series, while others have simply added this unisex category to their existing gendered product lines. So how is this impacting cosmetics packaging in 2023?

Earth tones and neutrals are dominating colour palettes.
Abstract designs and geometric patterns are becoming increasingly popular.
Brands are using inclusive language in product descriptions.

NON GENDER SPECIFIC couldn’t be clearer about inclusivity in its branding and product labeling. The skincare line from Humanrace gives a nod to genderless self-care simply and effectively with its green monotone colour and uniform yet unique product containers. The perfume oil range of MALIN + GOETZ attracts devotees of either gender with earth tones and sophisticated typography.

Sustainability

Like minimalism, sustainability has been popular for so long it's become more of a standard than a trend; it has also seen its fair share of evolution and rebranding. And with 64% of consumers preferring sustainable options for their beauty purchases, eco-friendly packaging looks to remain a constant in the cosmetics sector for years to come.

Beauty packaging is rethinking sustainability with a shift towards circularity and responsible consumption in 2023.

More and more brands are embracing refillable containers.
Airless tubes and bottles not only protect the integrity of natural, organic substances found in creams, lotions, and other liquid-based products, they also remove the need for plastics in primary packaging.
Bioplastics and other biodegradable, organic materials such as bamboo, sugar cane, and seaweed are becoming increasingly prevalent throughout both primary and secondary cosmetic packaging.

Packaging for LUSH cosmetics is both attention-grabbing and eco-friendly with 100% recyclable bottles and pots made from post-consumer plastic. Ayurveda-based NALEN brings sustainability to the forefront with plastic-free cylinders and jars. Stockholm-based FACE proves going green can be fun with coloufrul secondary packaging derived from local, sustainably-sourced forests.

Key takeaways: How Trends & Consumer Behaviour Are Impacting Cosmetic Packaging In 2023

To create packaging that will drive sales, brands need to go beyond simply being aware of the latest design trends. They need to foresee what methods, equipment, and materials are needed to bring that aesthetic vision to life—without breaking the bank. Here’s what to keep in mind.

Materials matter

In 2023, the cosmetics industry is one of the few sectors where quality trumps price in purchasing factors. Your brand’s packaging—regardless of its market—needs to convey a premium product above all else.

Design around this vital first impression. Investing in quality, eco-friendly materials that can lift minimalistic design will have more of an impact than a loud, ultra busy aesthetic.

Packaging rationalisation protects margins

Consumers are embracing fewer products in their beauty regimens while brands are adopting gender neutral packaging either in place of or in addition to their current lines.

Packaging rationalisation helps your business determine how many and what type of different primary and secondary packaging is necessary.

Is it more logical to use a larger outer box for different sizes of lotion bottles?

Would it make more sense to offer two rather than three different eyeshadow palette shapes? Does gender neutral packaging resonate with your market enough to act as a standalone line?

Taking the time to examine buyer data and compare packaging options can help your brand sell more and save on expenses in the long run.

Digital printing becomes an industry go-to

Packaging has a greater impact on sales of cosmetics products than those of other industries. Unfortunately, trends in this sector also change more frequently. Seasonality, special editions, gendered and genderless lines all equate to more product SKUs and varying sizes of print runs.

These factors have made digital printing the obvious choice for cosmetics packaging. Advances in colour accuracy and improved capabilities for printing on a wider range of materials have helped digital printing catch up to the quality offered by offset printing.

In terms of cost and turnaround times, going digital is a no-brainer. This method allows for speedy, cost-effective runs without the time-consuming set up of offset printing. This lack of preparation time also reduces the amount of minimum quantities required for each run, which is ideal for small quantities of seasonal editions and customised sets.

Packaging providers must offer flexible options

Following trends and designing around consumer behaviour means nothing if your packaging partner cannot offer customised solutions to your business. Here are crucial criteria every brand should consider when choosing a supplier:

Do they have experience working with a variety of sustainable materials?
What are their minimum quantity amounts?
Is Just In Time (JIT) service available?
Can multiple designs be executed in a single run?
Are they local or relatively accessible?

Before your brand invests valuable time and resources into designing a more minimal look or experimenting with renewable materials, take the wise decision to consult with your current packaging provider.

Still not sure where to start? Reach out at hello@colab.com