Precision, control, and intuitive gestures are key to a successful cosmetic applicator design in beauty. Applicators with new design features can elevate a package’s functionality, inspire a positive user experience, and improve how a cosmetic product looks or feels on the skin.

Fenty Beauty’s new Shake ‘N Play Buildable Liquid Blush is one example of the latest cosmetic applicator innovation on the market. The brand says the packaging is “sensorial and thoughtfully designed from top to bottom.” The shaker-bead bottle, reminiscent of a child’s marker—a squish-tip sponge applicator—features a built-in wiper that loads the perfect dose onto the tip. It delivers a controlled application with zero guesswork.

From brushes and sponges to droppers, packaging suppliers are engineering cosmetic applicators to elevate the user experience while improving product performance. Whether it’s a built-in applicator that also dispenses the product, a separate wand, or a stand-alone makeup brush, the development process is equally complex and must account for the formula’s properties.

“Applicator development is guided by a balance of performance, design, and user experience—ensuring applicators not only deliver results, but feel intuitive to use,” explains Sara Zanafredi, CEO, Pennelli Faro. 

“Many brands come to us with a strong vision of the look and feel they want to create. But, they are not always aware of how much the technical details influence performance,” says Huong Bister, Head of Global R&D at Geka. “We help brands understand how design features, material selection, and formula compatibility work together.”

Compatibility Affects Performance

As suppliers push innovation forward, it’s clear that performance isn’t driven by a single feature—but by how everything works together. 

A makeup brush’s bristles, for example, shouldn’t be too short or coarse for a soft formulation. A wand applicator needs to pair with a compatible wiper and formula to deliver a mess-free look. And developing a mascara brush requires an in-depth knowledge of the materials and shapes that will produce the intended lash look. 

Geka’s Bister explains, “A successful applicator is never defined by a single feature, but by the seamless interaction of elements. The applicator, the formula, and the packaging must work together in perfect harmony to create the desired performance, feel, and payoff.”

Laetitia Beavogui, Marketing Manager at Albéa Cosmetics & Fragrance, agrees. She says harmony among every element is essential. And, it takes a “perfectly synchronized system” for an applicator to work as intended. “The wiper controls the amount of formula retained on the applicator, while the applicator design determines how the formula is distributed and spread across the targeted area. The dosage and distribution directly influence the final makeup effect. Each component interacts with the others,” she explains.  

Experts Discuss Applicator Development

Alessia Bernardi, Marketing Manager at Pennelli Faro, emphasizes the importance of formula compatibility. She says it’s a fundamental part of cosmetic applicator development. “An applicator does not exist on its own—it only works in combination with a specific formula,” she explains. “Texture, viscosity, pigmentation, and volatility are all elements that influence how the product is picked up, released, and blended. If the applicator is not developed with the formula in mind, performance won’t be optimal.” 

Paola Mazza, Marketing & Communication Director at Pibiplast SPA, mentions mascara, noting that its performance is not defined solely by the brush or formula, but by the entire system. “The opening gesture, ergonomics, wiper interaction, stem length, applicator geometry, and formula compatibility all work together to deliver the expected result on the lashes.”

Anisa Telwar Kaicker, Founder and CEO of Anisa International, describes what it takes to design a high-performing brush or tool. “It’s rarely one hero feature—it’s alignment across the full usage experience,” she says. “The elements of a makeup brush must be in sync. These include the handle length, diameter, fiber type, and tip geometry. Each of these elements needs to pair with the right formula.”

Nuon Medical is reinventing what an applicator can do with its “active applicators.” “We don’t approach applicators as accessories. We see them as delivery systems that directly influence whether a formulation performs as intended,” says Alain Dijkstra, Founder and CEO of Nuon Medical. 

As experts weigh in, it’s clear that an applicator isn’t a secondary component. The applicator plays an important role in product performance, and its development requires engineering various components.

Design Features Play a Role—What’s Most in Demand?

Beauty trends and new cosmetic formulas often drive demand for new applicators, and packaging suppliers continually develop new designs. 

“Good design is not only aesthetic — it’s functional. It supports technique and enhances an applicator’s performance,” says Pennelli Faro’s Bernardi.

Design and ergonomics directly affect an applicator’s performance, especially for a makeup brush. “The shape, density, cut, and overall architecture of an applicator head directly impact precision, control, and the final effect,” Bernardi explains. “At the same time, ergonomics affects the user experience. The balance, handle length, grip, and flexibility all contribute to making the application intuitive and comfortable.”

Finding ways to simplify the application of makeup and skincare products is appealing to beauty consumers. For this reason, “dual-ended, multi-functioning applicators that consolidate steps are popular right now,” says Brian Lee, Director at CTK Packaging Group. 

CTK’s Bottom Up Stick incorporates a brush as part of the package. The integrated applicator makes using the product fast and easy, which is appealing to consumers.

What design features are beauty brands requesting?

Marco Sorze, Sales & Marketing Director at Pennelli Faro, says beauty brands are looking for applicators that deliver high performance while maintaining distinctive design. “It’s no longer enough for an applicator to work well—it also needs to stand out,” he says. “There’s growing demand for unconventional shapes and recognizable design elements that make the tool both functional and visually distinctive.”

Steven Ostrower, President, The Penthouse Group, says decorated cosmetic applicators are a brand asset. “Custom printing on a powder puff, a printed logo on a sponge, or a bespoke colorway that mirrors the product’s packaging. These details contribute to brand recognition, gifting appeal, and social media shareability,” he explains. “We’re in an era where unboxing videos and product aesthetics drive organic discovery. An exquisitely designed applicator is not a luxury; it is a marketing channel.” 

Ostrower says brands are requesting embossed patterns, UV printing, and hot-stamped finishes on sponges, puffs, and applicators to help them stand out. 

Verena Regina Fiori Ferreira, Marketing Director at Virospack, says its dropper applicators combine enhanced functionality with cutting-edge designs. The supplier offers extensive customization options. These include metallization, aluminum sleeves, screen printing, and a wide variety of colors. The supplier offers in-house decorating. “These premium finishing options allow brands to create distinctive designs, enhancing both market positioning and consumer appeal,” she says. 

Performance Meets Decoration for Sponges & Puffs

In makeup categories such as loose powder, cushion foundation, and complexion products, puffs and sponges are taking on a more strategic role—both functionally and visually. 

The Penthouse Group’s new generation of puffs and sponges, made from advanced materials, are tailored to modern formulas. They’re helping to redefine how consumers experience makeup, the supplier says. The Penthouse Group’s sponges come in teardrop, disc, and other sculpted shapes. They’re designed to interact effectively with specific viscosities and product textures. 

Ostrower emphasizes the importance of considering the formula when developing a sponge or puff. “Brands developing a formula without simultaneously considering the applicator are designing only half the product,” he says.

“The relationship between a cosmetic formula and its applicator is deeply symbiotic,” he says, “especially for complexion products.”

A buildable liquid foundation, for example, may require a sponge with a dense but porous internal structure. This type of sponge will absorb a controlled amount of product and progressively release it during use. “If the sponge is too absorbent, product is wasted. If it’s too compact, the formula may sit on the skin instead of blending evenly,” Ostrower explains.   

To address this issue, The Penthouse Group has expanded its range of cushion sponges to offer low-absorption polyurethane foams. Polyester velour sponges, with various pile heights and material weights, are also available. 

Metal Elevates Application

Metal is finding its place, unexpectedly, in the wand applicator category—and it’s a great fit for prestige beauty.

At Cosmopak, the team sees a growing demand for cosmetic applicators in Zamac. The supplier offers a range of shapes and sizes for lip products, including glosses, oils, and stains. According to Chris Suda, VP of Operations, these applicators are valued not only for their durability, but also for the elevated, cooling, sensorial experience they provide.  

As with other applicator types, performance depends on how well the components work together. “The type of formula the brand will be working with, as well as the overall package selected, is most important—and making it a cohesive story that performs in unison is the goal,” Suda explains.

For all types of lip color, mascara, and concealer, the wiper is an important part of the applicator system. It shouldn’t be overlooked, Suda says. “They significantly affect an applicator’s performance. The wiper controls dosage and product load, and must be properly aligned with a formula,” he advises.

Sensoriality Matters

Suppliers are developing a new generation of cosmetic applicators that balance sensoriality with performance—something beauty brands are increasingly prioritizing. 

At Albéa, Purr represents a new generation of highly sensorial applicators developed for both makeup and skincare formulas. “This non-flocked applicator features ultra-soft, highly flexible bristles that ensure smooth, even application while delivering a unique sensorial experience,” says Beavogui. “Its design enhances formula pickup and release, resulting in controlled, effortless application.” Users can expect a smooth, even application, especially for skincare-infused hybrid makeup formulas.

Overall, applicators now include more intuitive features—and sensoriality is playing a bigger role. “Soft, cushion-like applicators for skincare-infused makeup are popular. They complement the comfort and sensoriality that many brands now aim to deliver,” explains Geka’s Bister.

The developments indicate that comfort is a priority in applicator design—along with ease of use and the material’s feel against the skin. 

Applicators for Facial Products That Deliver Precision & Comfort

Complexion makeup formulas are becoming more sophisticated, and applicators are evolving to match the latest product innovations.

At Geka, precision tools for detailed areas of the face, such as brows, are in demand. “Trending makeup looks that are polished, yet natural, are driving interest,” says Bister. “As cream and liquid formulas dominate the makeup industry, flocked applicators are always in high demand,” he explains. Geka’s hybrid fiber technology delivers a softer, more uniform application.

Pennelli Faro’s recent developments reflect the growing need for cosmetic applicators that are tailored to a specific formula’s features and benefits. The company’s Concealer Studio Collection features a range of applicators that offer brands “precision and versatility,” the company says. 

Designed for concealer makeup, the applicator collection features convex, diagonal, tapered, and rounded shapes. The different designs offer targeted correction, micro-sculpting, and seamless blending.

The collection reflects the growing trend toward lighter, more fluid, and hybrid makeup products that offer skincare benefits. Applicators for these products must deliver a natural finish, but with controlled placement. 

Pennelli Faro’s other innovations focus on adaptability. Double-ended formats, such as those in the company’s DUO collection, support multi-functional use. These allow consumers to layer, blend, and refine using a single tool.

These developments align with current trends in face applicators—tools are becoming more specialized, more precise, and better aligned with how modern formulas behave on the skin. 

Larger Format Tools

As consumers embrace simpler makeup routines designed to save time, larger-format applicators, such as brushes designed for full-face use, are becoming popular. 

Geka recently introduced bigBALLERINA and gleamingTOUCH large-format applicators, both of which feature an integrated reservoir zone. This built-in feature allows the applicator to pick up and release the ideal amount of formula, enabling a controlled, even application.  

The oversized format, combined with optimized surface geometry and a soft-touch feel, makes these cosmetic applicators especially well-suited for modern textures. They pair perfectly with products such as liquid highlighters, serum foundations, and cream blushes. They deliver multiple benefits to the user, including faster application, better blending, and a more elevated, sensorial experience. 

Anisa recently launched its ProPress Collection. It contains complexion brushes in various sizes, and some are designed to cover a large area of the face quickly. The complexion brushes have iron-shaped heads. The brush heads are made from fibers of varying densities, with a tapered tip for micro-controlled application.

Telwar Kaicker advises, “Two brushes that look the same can perform totally differently depending on how the fiber is extruded and the head shape is controlled.”

Droppers Offer Precision & a Premium Feel

Despite the rise of new packaging formats, droppers remain a staple, particularly for low-viscosity skincare and haircare products.  

Virospack continues to innovate in this category with its push-button dropper systems, designed to deliver precise, controlled dosing. These applicators are ideal for facial and haircare serums and oils.

Virospack’s push-button dropper range includes multiple formats, including high-dosage, duo-dose, ring push, and syringe-style systems. “By delivering an accurate amount of product with each use, they offer consumers a professional-grade application and a more elevated experience. Beyond precision, this push-button system enhances the perception of a premium product. It caters to consumers seeking luxury, high-quality solutions,” explains Virospack’s Ferreira.

Virospack’s droppers pair with its tubular glass bottles, which include a wiper to ensure a clean pipette swipe. “Additionally, we offer glass pipettes in various tip formats, allowing for further personalization to enhance product differentiation,” adds Ferreira.

Mascara Brushes—Engineered for Definition, Lift & Control

Mascara remains one of the most technically driven applicator categories, where even subtle changes in brush design can dramatically impact performance.

The no-mascara look and “ghost lashes” are a trend now, which is aligned with the types of mascara brushes that suppliers say are most often requested by beauty brands. “We see a high demand for mascara brushes that create defined, natural-looking lashes with clean separation and subtle volume,” says Geka.   

Geka has introduced a new collection of mascara brushes featuring playful, unconventional shapes, including heart and star-shaped designs. While visually distinctive, these designs are engineered with high-quality fibers in functional shapes that can deliver the product onto lashes with precision and even distribution. 

In molded brush technologies. Geka’s featherBRUSH represents a new design approach. It features a shape and diameter aligned to the natural curvature of the eye for a more ergonomic fit. Its 30-degree angled bristles are designed to support the instinctive zig-zag motion used during application, helping to capture each lash while improving separation.

One of Albéa’s latest innovations is its Hybrush mascara brush. It combines the performance benefits of both plastic and fiber brushes in a single applicator. “This hybrid design allows for a highly customizable makeup result, enabling brands to tailor the applicator to achieve specific effects, from natural definition to more intense volume and separation,” Beavogui explains. 

Albéa also offers its innovative Double Thread Brush. “This brush uses multi-braiding technology, rather than single braiding, for more volume, curling, and lengthening. It’s a revolutionary way to distribute the filament, and enables limitless possibilities for different effects on the lashes,” she explains.

More Mascara Brush Innovations

Brivaplast introduced its new Blue Pixie (APP650) mascara brush, featuring a winding curve profile that follows the eye’s natural shape.

The brush is made with two distinct fibers—soft black fibers in a solid section, and harder blue fibers in an X-shaped cross-section. “This balanced mix allows Blue Pixie to pick up a great amount of product for a one-stroke application. The thicker blue fibers comb and separate lashes, while the thinner black fibers trap the product for a full, one-coat release,” explains Lucia Francia, Marketing Specialist at Brivaplast.

Pibiplast is advancing mascara packaging with its new system called Two Way. The Two Way system rethinks one of the most repetitive user interactions—opening the bottle. The dual-direction mechanism allows the cap to be twisted either clockwise or counterclockwise. “It is a mechanically simple innovation that doesn’t add production complexity, yet it significantly enhances user comfort and usability,” says Mazza.

The design simplifies the user experience to make opening the bottle more intuitive, ergonomic, and accessible, particularly for left-handed users.   

Since sustainability is always a concern, Pibiplast offers its new Recycled PBT Peanut Brush. “The mascara applicator is made from chemically recycled PBT obtained through advanced depolymerization of post-consumer PET bottles,” says Mazza.

 Through a proprietary depolymerization and transesterification process, PET waste is rebuilt into high-performance PBT with engineering-grade properties. The result is a fiber that contains 60% post-consumer recycled content, is GRS certified, and delivers mechanical performance comparable to virgin PBT.

These innovations demonstrate how much a mascara’s performance depends upon the entire system—from the opening gesture to wiper interaction, brush shape, and formula compatibility.

Beauty Tech, Built In—The Rise of Active Applicators

At the more advanced end of the spectrum, applications are merging with skincare technology—transforming packaging into a functional part of treatment. “We don’t approach applicators as accessories,” says Alain Dijkstra, Founder & CEO of Nuon Medical. “We see them as delivery systems that directly influence whether a formulation performs as intended,” he says.

Nuon Medical’s Facial Therapy Cap Applicator is a compact, waterproof cream lid that integrates seamlessly into primary packaging. The system combines red light therapy (630 nm), EMS microcurrent, and micro-vibration to enhance how formulas are applied and absorbed.  

Rather than introducing a separate device, the goal is integration. These technologies are embedded directly into the packaging to improve delivery consistency and support visible results—without adding extra steps to the consumer’s skincare routine.

This applicator is ideal for treatment-driven skincare categories, including anti-aging creams and brightening formulas.  

What’s Next? Sustainability, Personalization, & Smarter Tools

As applicator innovation continues to evolve, sustainability has become a built-in requirement.

At Virospack, environmental impact is a key driver of development. The company’s push-button dropper systems, for example, are now available using post-consumer recycled (PCR) and chemically recycled plastics across multiple components. The supplier offers options for glass or polypropylene pipettes—and every component is designed with end-of-life recyclability in mind.  

This type of material flexibility allows brands to make more sustainable choices without compromising an applicator’s performance. 

Sustainability is only one part of what’s shaping the next generation of cosmetic applicators for beauty packaging.

Looking ahead, Geka points to the growing demand for more adaptive, intuitive tools. “We expect strong growth in flexible and adaptive applicators—tools that adjust naturally to facial contours and make it easier for consumers to achieve personalized results without advanced makeup skills,” the company says. 

At the same time, material innovation will continue to influence the application experience. “Soft-touch materials will become even more important as hybrid textures expand across product categories,” Geka notes, reinforcing the connection between formula trends and applicator evolution.

Precision will also remain a priority. As consumers seek greater control and more refined results, applicators designed for targeted, detailed application are expected to see continued growth.

These developments point to a clear direction for the category. Applicators that are more personalized to a product’s formula, more comfortable to use, and more sustainable will continue to drive demand.

The bottom line: the most successful applicators aren’t defined by a single feature or innovation—but by how well every element works together.

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Shine on with Metal and Metallized Packaging

Sustainable Cosmetic Packaging Made in North America

The weather was chilly, but the enthusiasm on the show floor was hot, as Cosmoprof North America Miami (CPNA) drew thousands of beauty industry attendees, packaging suppliers, and brands on January 27-29, 2026, at the Miami Beach Convention Center. This was the third edition of the growing show, and many of those involved had braved unusual snowy conditions and flight delays to join the excitement, view the latest trends, and gain perspective on the industry via a stellar lineup of robust educational sessions.

The Miami location, a gateway between North America, Latin America, and international beauty markets, spotlighted advancements across skincare, makeup, fragrance, hair care, and nails in the Cosmoprof area. Cosmopack represented the full beauty supply chain from formulation to packaging.

See Also: Slideshow—Scenes from Cosmoprof NA in Miami 2026

Show Floor Talk

As always, while visiting suppliers on the show floor, Beauty Packaging’s Publisher Jay Gorga and I spoke with exhibitors and visitors about current market trends, from materials to tariffs.

AI is obviously advancing its presence in the beauty industry, and there was lots more talk about various capabilities in everything from design and development, to creating unique fragrances and decorating packaging.

Formula delivery has been upscaled. Dispensing was a growing topic as strides are enhancing both formulation textures and precise dosages. Different tips in various sizes, shapes, materials, and features now guarantee that the application is sensuous and smooth. Several dual-ended components engaged the growing heating/cooling delivery trend.

Minis, Pouches, & More

Mini sizes, playful packs, pouches, and novelty accessories were popular, easy to access, and served as points of conversation, including beauty items on keychains, to furry charms holding lip gloss.

For brands and developers, solutions such as high-tech package-driven innovation using red light and blue light therapies illustrated how secondary applicators can extend product performance, differentiate offerings, and respond to growing demand for tech-enabled, wellness-focused haircare, skincare, and more.

The fragrance category reflected its sustained category growth and heightened consumer demand. According to show organizers, this year’s fragrance presence more than doubled from last year, “reflecting growing demand for innovation, bold scents, and new opportunities across the category.”

Leading fragrance houses, including Erdogmus, Fareva, OnScent, and Attractive Scent, showcased scent technologies designed to elevate sensorial storytelling across personal care. Their innovations, ranging from long-lasting micro-encapsulated fragrances to wellness-driven olfactory profiles, aligned with the packaging advancements presented by exhibitors such as Coverpla, Federal Packaging, New High Glass, JJ8 Packaging, Fusion Packaging, Luminous Beauty Glass, and Avantis Packaging.

Networking remains key to the Cosmoprof Miami experience. Attendees were able to access MyMatch, the show’s AI-powered matchmaking platform, designed to help buyers, brands, and suppliers identify relevant partners and schedule targeted meetings in advance. 

Up Close with Exhibitors

Following is a rundown of suppliers and packaging highlights we spotted on the show floor. Companies are in alphabetical order:

AFG Dispensing

Andy Ahonen, EVP Americas, at AFG Dispensing, focused on the company’s Flairosol Continuous Sprayer. The fully recyclable packaging offers consumers the opportunity to replace its refill cap head. The package will last for over 10 cycles. Many items, such as one for suncare, can be sold in a double-pack, emphasizing the refillable benefits. The sprayer can be used for formulations from foundation to haircare.

Allstar Packaging

Allstar Packaging Corp. introduced a new line of tubes with a broad selection of soft-tip applicators. Michelle Wu explained that the tubes are lightweight and flexible. But, the EVOH material used in their design provides a high-level of barrier protection and chemical resistance. Soft-tip applicators, which distribute product evenly across skin, feature caps for additional protection.

Some of the applicator tips include pinpoint applicators and soft spatula applicators. There are also slant tip applicators in LDPE/MDPE and EVOH materials in sizes 10-, 13-, 20-, and 25ml. MOQ is 10,000 pieces. Wu also showed us Allstar’s purse atomizers, which she said, “deliver functionality and luxury within a singular design.” Their leak-proof travel sprays are aluminum, which provides durability without compromising style. The twist-up cap enhances the user experience while adding a layer of luxury to the sleek packaging design. These compact atomizers are available in a variety of colors and decorative patterns.

Allta

In addition to baked powders, Allta’s David Altman showed us compacts filled with color powder, which had been frozen. Altman explained the ease of this technique especially for companies short on space. If you don’t have an oven, you freeze it. It maintains its color, shape, and feel. Allta also offers dual-ended components. One featured a lip product on one end, and an eyeliner on the other.

APC Packaging

APC Packaging’s team was celebrating the company’s 20-year anniversary, with an emphasis on their dedication to technology, such as incorporating red and blue light therapy into their EcoLux Dropper and ERAJ Airless Refillable Jar.

Copack Connect 

Copack Connect was on hand to meet attendees. The team discussed how to capitalize on AI to find an ideal manufacturing and production partner. According to Ron Puvak, Executive Director, Copack Connect is the exclusive RFQ platform of the Contract Packaging Association. It has more than 3,000 listings for CPG manufacturer, packager, and supplier profiles. The free-access network provides an array of production and packaging options, from startup to national scales, aiming to bring your products to market faster. 

Coverpla

Fragrance and skincare packaging specialist Coverpla celebrates its 80th anniversary this year. The supplier offered a wide selection of ready-to-go mix-and-match caps among their vast array of bottle and jar choices. Textural wood caps, surlyn caps in hues of turquoise and purple, topped its Oscar bottles. The black Kayou cap, made of stone, stood out for its sleek beauty.

Gilda Mirra Cutri, VP of Operations & Business Development, Coverpla, Inc., told Beauty Packaging that more customers are asking for colored Surlyn caps, and the company has responded. “We’ve built our reputation on quality, flexibility, and a deep commitment to helping brands bring their vision to life—quickly and beautifully,” she said.

Custom Boxes and Packaging 

Based in Miami, Custom Boxes and Packaging manufactures all-custom presentation gift boxes with inserts right in Miami. Specialties include sustainable corrugated folding cartons and boxes, with and without windows, and inserts measured to the customer’s brands. Finishes range from angel-hair soft-touch to various sustainable materials. Minimum orders are “very flexible.”

Express Tubes

As expected, Express Tubes exhibited a wide array of tubes. There were eco-friendly PCR aluminum tubes, tubes derived from sugar cane, and a donut slant tube. It has a temperature tip that can be cooled or warmed. (The material itself offers the sensation).

FusionPKG 

Among its many offerings, FusionPKG debuted its trademarked “FaceCore.” It is their newest turnkey signature formula collection “designed to reflect the shift toward streamlined, high-performance beauty routines.”

According to Alexander Kwapis, Head of Innovation, R&D, and Engineering, FusionPKG, FaceCore is built around six multitasking hybrid formulas. It represents a curated “essentials edit,” delivering skin-forward performance, smarter coverage, and elevated results with fewer products. The collection demonstrates FusionPKG’s integrated approach to formulation and packaging, “offering brands a simplified path to launch without compromising innovation.”

Kwapis said the response from brand partners and prospects underscored continued demand for hybrid, multifunctional formulas; reduced SKU strategies; and elevated turnkey solutions that accelerate speed-to-market.

FusionPKG also showcased Verve Airless FreeForm+ (shown), recently honored with the prestigious WorldStar Award.

“The award served as a strong validation point in customer discussions,” particularly with brands prioritizing product integrity, sustainability considerations, and shelf impact.

Hopek

Hopek offered an array of compact, innovative packaging solutions for samples and on-the-go beauty. William Lee emphasized that turnkey, full-service packaging solutions streamline beauty brand production. Just pick your dosage and dropper (plastic to rotary) in materials including TPE, TPO, and TPI. They can also supply glass droppers with “good quality control.” Mini-size perfumes and child-resistant caps are also available. 

Nuon Medical

At Cosmoprof Miami, Nuon Medical showcased its Infrared Scalp Care Brush (shown). The compact secondary applicator combines red light and infrared therapy with gentle massage to support daily scalp comfort.

“We’re exploring how packaging can do more than contain; it can actively enhance the care experience,” said Benny Calderone, Senior Consultant at Nuon Medical. Designed for easy use, the applicator integrates therapeutic functions directly into the tool. It reflects a broader trend in haircare toward packaging-driven innovation.

For brands and developers, solutions like this illustrate how secondary applicators can extend product performance, differentiate offerings, and respond to growing demand for tech-enabled, wellness-focused haircare.

Oliver Packaging

One standout at Oliver Packaging was its showy, colorful carton for the Truly line of face and body products (shown). It contains a sustainable tray made by General Fibre.

Oliver representatives said they are always looking for ways to help customers enhance their brand while supporting their sustainability goals. To this end, they spotlighted their Enviro-FBB Craft packaging. According to the Oliver team, “Enviro-FBB Craft is designed to offer the perfect balance of performance and eco-consciousness. Its multi-layered structure provides exceptional strength and durability, ensuring products are always protected.” 

Omso North America

Omso North America spotlighted its automatic screen-printing machine for “360-degree decoration in motion.” It handles up to 3 colors and hot stamping, done in-line, all on one machine, for packs from square to round. The technique is ideal for multi-format glass and plastic containers.

Osmo

Osmo specializes in AI fragrance creation. And with fragrance popping up everywhere these days, it received a lot of interest at Cosmoprof NA. The process allows the customer to have a greater influence in the creative process. Kaitlyn McGill said that based on proprietary technology, every brand can create a unique scent. There are three distinct samples to choose from. Osmo also offers a 1-stop shop catalog for quick results.

McGill said that the AI-powered startup, focused on identifying new fragrance molecules and creating perfumes, has now raised $70 million in new funding, bringing its total funding to about $130 million.

ProSys

ProSys, a leading American manufacturer of high-performance filling machinery, offers advanced solutions for a wide range of industries, including beauty. Acyr Borges, Chief Executive Officer at Prosys Fill, and Matthew Rigsby, Marketing Manager, told Beauty Packaging that they were having a very busy show. Doug Pengergarph, Owner of Pendergraph Machines, a ProSys acquisition, showed us the company’s latest entry-level hot melt filler machine. He said the machine can make 1,800 sticks per hour with a single operator. He also said that it is the smallest lip balm machine in the world. Formulations can be customized, and “can run just about anyone’s components.”

Wynalda Packaging

Wynalda Packaging is a third-generation-owned company. The supplier highlighted a rigid box and molded pulp tray that they designed and manufactured for Adrian Costa. Adrian Costa is a new fragrance brand launched in October 2025 in partnership with Perfumania. Robert Wynalda III said that the pack delivers “a premium presentation while reinforcing the brand’s commitment to sustainability.”

The packaging exudes an elevated, luxury look and feel. Wynalda says they “were familiar with the quality and perceived retail value of rigid boxes, but wanted the entire package to be built with sustainable materials.” This led to the decision to use a molded pulp tray to hold and protect the bottle inside the rigid box. 

Wynalda said that using a molded pulp tray is an approach that is gaining traction in retail packaging. But, it still remains uncommon in the fragrance category. From a design standpoint, he says, “the combination of cold foil and hot foil creates a unique visual effect that elevates shelf appeal.” 

The entire manufacturing process was completed at Wynalda Packaging’s Michigan facility.

XJ Beauty

XJ Beauty’s stand was filled to the brim with cosmetic, skincare, haircare, and fragrance products (some overlapping) in bright and/or pastel colors, “all TikTok-ready.” Angela Kazimir, Sales Director, showed us an assortment of products, including novelties such as fragrance sticks with no alcohol, travel-friendly perfume solids, keychain tag-alongs, dual-duty applicators such as a microblading eyebrow pencil, and much more.

Zacros

Zacros highlighted their vast array of flexible packaging designed “to accommodate the full spectrum of sustainability requirements.” The company offers flexible pouch options from spoutless pouches to mono-material, recycle-ready “monosolutions” spouted and spoutless pouches. According to Zacros, flexible pouches (such as their juice mask in a pouch, shown) outperform rigid packaging in terms of overall environmental impact. The Zacros Group is an international manufacturer with facilities and offices across six countries.

Plan Now for Cosmoprof Miami 2027

Cosmoprof North America Miami will return for its fourth edition, January 26–28, 2027, at the Miami Beach Convention Center. 

In the meantime, head to Cosmoprof NA Las Vegas scheduled for July 13-15, 2026, at the Mandalay Bay Convention Center.

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Beauty’s Side-by-Side Event—Luxe Pack LA & MakeUp in LA—Thrives in Los Angeles

Luxe Pack LA (officially called Luxe Pack Los Angeles) joined once again with MakeUp in LA (also known as MakeUp in LosAngeles), on March 4-5 at the LA Convention Center. Together, the two shows, held side by side on one exhibit floor, welcomed 5,470 visitors.

This robust attendance was an increase of 11%, compared to the previous edition. According to show organizers, the increase “reinforced the annual event’s role as a vital meeting point, especially for professionals in the West Coast packaging sector.”

The combined trade show also hosted two days of beauty-expert presenters, in back-to-back, standing-room-only educational conferences.

A Hub for Innovation

Over two dynamic days, the show floor became a hub for innovation, high-level networking, and concrete business opportunities. The show brought together brands, suppliers, and industry leaders.

Participants explored new formulations, ingredients, packaging solutions, turnkey products, and manufacturing capabilities. Visitors “identified partners able to accelerate the development and launch of next-generation skincare and color cosmetics.” 

The show floor featured everything from concepts to ready-to-market solutions. Organizers said, “The event is a place for strategic meetings, sourcing opportunities, and new collaborations across the entire beauty value chain.” 

Show Floor Talk

At first glance, color was everywhere–from palettes, to formulations, to bottles, boxes, and jars.

Colorful novelties, including keychain cosmetic holders and tiny plush creatures, were everywhere. There were neon hues for both packaging and product. They lent a spirit of optimism to the beauty industry. Visitors and suppliers shared stories of pending orders and signed-on-the-dotted-line agreements. 

As far as trends spotted, it seemed that more suppliers and brands are offering inclusive packaging. It’s a democratic effort to help users with mobility issues, aging, or sight impairments. These design details and decorations include embossing words on the bottle and developing simple one-handed openings/closures.

Dispensing and delivery remained hot topics. Advances are enhancing both formulation textures and precise dosages. Different applicator tips in various sizes, shapes, and materials “guarantee” that the application is sensuous and smooth. Some dual-ended components highlighted the growing heating/cooling delivery trend. Some packaging delivered treatment products via dip-in metal applicators.

For brands and developers, high-tech package-driven innovation was everywhere. Red light and blue light therapies illustrated how secondary applicators can extend product performance. These can differentiate offerings—and respond to the growing demand for tech-enabled, wellness-focused haircare and skincare. 

Paper-Based Packaging, Fragrance Demand & More

There were also more paper-based packaging solutions shown, from compacts to mailers. More exhibitors offered Made in NA services. Sticks remain popular, for everything from fragrance to skincare.

The fragrance category reflected its sustained growth and heightened consumer demand. According to show organizers, this year’s fragrance presence more than doubled from last year. This “reflects a growing demand for innovation, bold scents, and new opportunities across the category.”

Some exhibitors reported that orders were stalled because brands hesitate to sign purchase orders or submit year-long forecasts. This is due to factors such as tariffs and the economy. Another slowdown is that some brands are developing fewer SKUs or fewer pieces per SKU.

Sustainability remains a strong talking point. There’s increasing attention on refillables, though some say “green” is not always a priority when brands weigh pricing. 

Above all, networking and knowledge are essential to the cosmetic industry — and to the success of the Luxe Pack LA and MakeUp in LA experiences. 

Up Close with Exhibitors

Following is a rundown of suppliers and highlights we spotted at Luxe Pack LA and MakeUp in LA. Beauty Packaging’s publisher, Jay Gorga, and I paid visits around the show floor.

Companies are arranged in alphabetical order:

Act Beauty

Act Beauty, a B2B specialist in premium bags, makeup, and beauty accessories, highlighted its full turnkey services at MakeUp in LA. For 30+ years, Act has delivered “elegant, responsible solutions,” and earned EcoVadis Platinum status. The company’s in-house design team develops bespoke collections backed by global production capabilities. 

Albéa Cosmetics & Fragrance

Albéa presented a wide range of packaging solutions. These designs “support American skincare and makeup brands in their sustainability, performance, and design ambitions.” The company has opened a second Beauty Lab in Matamoros, Mexico, strategically located to serve North American and LATAM customers. 

New mascara and lip gloss collections were on display, and the Lolli Tottle Family range (shown) now includes multiple formats in a variety of sizes. Sharing the same design and features, this expanded family allows brands to address a wider variety of applications, from makeup and skincare to personal care. 

The supplier showcased its refillable and mono-material stick packaging designed for skincare and makeup. Offerings include Skinstick 2.0, a solid skincare stick with a round format and refillable system. The package allows users to apply a product exactly where needed while keeping their hands clean. The entire stick, including the refill, is polypropylene (PP). 

Endless Kiss is a versatile lipstick pack that can be tailored to products from lipstick and lip balm to concealer. Made entirely of polypropylene, it is both refillable and recyclable in the PP stream. It features Albéa’s new Rouge Green mechanism—a mono-material lipstick mechanism, made of three pieces.

Anisa International

Anisa International introduced the ProPress Collection at MakeUp in LA. The new brush design delivers “seamless versatility.” Its innovative shape enables broad, effortless blending and precise detailing, with each brush supporting multiple application techniques. The supplier’s recent consumer testing shows that “intentionally paired brushes can improve both application and sales performance, and ProPress offers several power-duo options to maximize results.” 

APC Packaging

At Luxe Pack LA, APC Packaging’s team demonstrated its UV-reactive ink technology to visitors. It reveals hidden decorative elements when exposed to sunlight, adding an unexpected and engaging visual effect to packaging. Under normal indoor lighting, the design appears minimal, but natural UV light activates additional graphics, patterns, or branding details. This innovation enhances product storytelling on-shelf while giving brands a dynamic way to surprise and delight consumers outdoors.

Arcade Beauty

Arcade Beauty exhibited at Luxe Pack LA. The company made big news when it introduced “the first recycle-ready sampling solution for skincare, haircare, and color.” The paper-based item reduces plastic while maintaining product integrity and ease of use.

Once known primarily for its sample solutions, Arcade now offers a plethora of services, including mixing, filling, and retail size options—made both in North America and globally. The NJ-based company even produces its own glass vials. (See interview at BeautyPackaging.com)

Asquan 

Asquan’s Michelle Wong showed us some popular packs at MakeUp in LA. Offerings include a powder drop jar, which is a 1-dose system with loose powder that’s gravity-fed. The Bondi is a system for low-viscosity formulations that starts and stops; open the cap, and it flows.

Brivaplast

Brivaplast, a specialist in mascaras and fiber technology, introduced a member of their Fiber Mixology family at MakeUp in LA. The Blue Pixie APP650 (shown) is a mascara brush uniquely crafted by blending two distinct fibers. Black fibers make up the brush’s solid section and soft body, while blue fibers boast an X-shaped cross-section and a harder body.

This balanced mix allows Blue Pixie APP650 to pick up “a great amount of product for a one-stroke application.” The thicker blue fibers comb and separate lashes, while the thinner black fibers trap the product for a full, one-coat release.

The winding curve profile creates a slim peanut shape that effortlessly follows your eye’s natural curve, making application easy.

Club Kuma

Club Kuma is a full-service creative and manufacturing studio founded in 2023 by industry veterans Tim Thorpe and Jenny Hsu, alongside Creative Director Jeremy Wilson and Head of Design Megan Langdon. They offer branding, design, product development, and manufacturing across all beauty categories. Hsu told Beauty Packaging, “While we’re happy to respond to a brief, we’re most effective as a strategic partner. Our best work comes from closely collaborating with brand stakeholders to create products that stand out in a saturated market.”

Cosmogen

Cosmogen showcased a variety of applicators and systems for makeup and skincare at Luxe Pack LA. All are designed for speed-to-market. The Tense Cushion (shown) features a dual-sided applicator that combines a canula with a soft, washable sponge. It allows accurate application with the canula, then immediate blending for a smooth, natural finish. The combined system supports touch-ups while limiting product waste. 

Drop to Drop features a transparent PET applicator. It stands out for its drop-shaped tip, enabling targeted and controlled application. Transparency allows direct visibility of the formula during application, ensuring precision on delicate areas.

Powder Pack is the first patented watertight powder packaging, made from recyclable polypropylene and designed for rehydratable powder formulas. Its push-button dispensing system delivers a clean, single-controlled dose. The pack is refillable to reduce environmental impact. 

Cosmopak

At Cosmopak, Walter Dwyer, CEO, showed us an array of mini cosmetic items and charms. Many have been commercialized, as they’re geared for speed-to-market. Many of the brands they work with are indies. Solid fragrance is another favorite, as are small jars with different applicator tips. A turnkey SPF pack is “ready-to-go.” Dwyer emphasized that their turnkey service is rapidly growing.

Coverpla

LuxePack LA 2026 was especially meaningful for Coverpla’s team, as it marked the first time their CEO, Sebastien Saussereau, traveled from France to join them in Los Angeles.

One of the highlights of the week was the introduction of the Emeraude bottle, created in collaboration with Groupe Pochet to celebrate the two glass suppliers’ 40-year partnership.

Coverpla also shared several new developments focused on refillable fragrance packaging. For instance, the Laura 100ml bottle is now available in a refillable neck finish, “offering a more sustainable option while maintaining the familiar proportions and presence of the original design.” In addition to Laura, Coverpla introduced the Verdi 50ml, the smaller counterpart of the popular refillable Verdi 100ml.

To round out their eco-friendly additions, they also introduced the Neo 50ml refillable, which pairs naturally with the new Fit wood cap, featuring a cork lining.

“These options give brands greater flexibility as refill programs continue to grow,” said Gilda Mirra Cutri, VP of Operations & Business Development, Coverpla.

CTK

In LA, CTK focused on its OTC factory and white label. Jackie Paterno told Beauty Packaging, With CTK OTC Laboratories, you can launch FDA-approved OTC skincare and suncare products faster, safer, and smarter.” All are made in CTK’s certified California facility with strict quality and regulatory compliance” from formula to compliance, with U.S. manufacturing excellence.”

Elcos

Elcos showcased its EAJ-400RK glass jar at Luxe Pack LA. Howard Kim, International Director of Sales & Marketing, says the jar “elevates beauty packaging with a refined glass airless design built for modern sustainability.” Its innovative rotation-free refill system reduces bulk and enhances usability, creating a smooth, rounded silhouette that feels both contemporary and intuitive. 

A registered Korean patent underscores its technical originality, while the metal-free pump, glass outer vessel, and PCR PP inner container combine premium materials and responsible design. “Thoughtfully engineered for effortless use and clean separation after disposal, the EAJ-400RK represents a new standard in refillable luxury,” says Kim.

Fusion PKG

Kelly Kopa, Director of Marketing at Fusion PKG, told Beauty Packaging that they had just won an innovative packaging award for their needle-nose tube, which is designed for smooth application. She also said that of late, there’s been a ramp-up in sprayers, and Fusion had many to offer, some with “a plush look.” Their Mist Master received lots of attention. 

Geka 

Geka was a finalist in the Innovation & Trends (IT) Awards at the MakeUp in Los Angeles show. Designed to deliver a powerful mechanical lifting effect, Geka’s lift-up FIBER filament (shown) for mascara application features a solid round base with a tip split into four fine ends. This structure allows lashes to fall naturally into the gaps at the tip, lifting them while supporting even product pick-up. A porous fiber surface further improves bulk pick-up, helping to deliver visible results with control and consistency. Geka’s Lea Bogenreuther, Junior Marketing Manager, said customers have recently been requesting more items for the face category. They also have a tool to “make freckles.”

GPI Beauty

It was like a playful fantasy land at GPI Beauty’s stand as they showcased “Bubbleverse,” a “bouncy” new hybrid color-skincare collection, at MakeUp in Los Angeles.

Designed for brands looking to capitalize on the continued growth of skincare-infused makeup, the Bubbleverse turnkey collection showcases a blend of advanced texture systems and high-impact, shelf-ready packaging innovations.

According to the global supplier of custom packaging and turnkey solutions for the beauty and personal care industry, “Bubbleverse responds to key market drivers: lightweight complexion enhancement, breathable wear, and sensorial formats that translate across retail and social channels.” 

Packaging-wise, the collection emphasizes translucent components, pastel-forward color stories, and light-reflective design details that enhance shelf visibility and consumer engagement. The collection is designed for turnkey scalability, with customization options across packaging formats, decoration, and claims positioning.

“As hybrid makeup continues to outpace traditional color categories, brands are seeking next-generation textures and thoughtfully engineered packaging that deliver both performance and clear shelf differentiation,” said Megan Gunn, Sr. Director of Strategic Marketing, GPI Beauty. 

As part of their commitment to vertical integration and U.S.-based production, GPI operates R4 Industrial USA, their wholly owned tube manufacturing facility in Las Vegas.  

ICONS Beauty Group

ICONS always shows a bright array of packaging, from bottles to tubes to charms. Many options are refillable. IML tubes are manufactured in the U.S. Jay Gorga, and I had the pleasure of meeting Scott Lingren, who is Chief Executive Officer of ICONS Beauty Group, succeeding Sue Nichols, the company’s founder.

Innovative Beauty Group (IBG) 

Innovative Beauty Group (IBG), a global brand development ecosystem serving mass to prestige beauty, exhibited at MULA with a message that signals its next chapter: Agency, Innovation, and Intelligence. This showing marked the North American introduction of centdegrès creative capabilities, the debut of IBG’s Beauty Intelligence Division, and the unveiling of first-to-market packaging concepts from IBG’s design and engineering teams, alongside the data-driven MakeUp in LA’s Matcha Mode collection (shown).

With over 400 beauty professionals across 12 global offices, and a network of more than 200 industrial partners, IBG has long operated as one of beauty’s most comprehensive turnkey solution providers. Its presence at MakeUp in LA 2026 represented “a deliberate evolution, one that brings world-class brand strategy, proprietary consumer intelligence, and breakthrough packaging design together under one ecosystem for the first time in the North American market.”

“Centdegrès changed the model for IBG. We were a product development company. Now we are a brand development company,” said Jennifer Raphael, CEO North America. “MakeUp in LA is where North America meets that capability for the first time.”

IBG’s Matcha Mode Collection

The MakeUp in LA Matcha Mode collection is the first product line developed entirely through this methodology. The collection was born from a demand signal that was impossible to ignore: matcha-related searches, consumer craze, and wellness convergence. U.S. beauty alone grew into one of the fastest-accelerating trends, supported by spikes in search volume and social engagement across every major digital platform.

The collection spans skincare, makeup, body care, hair care, and accessories, with each product validated against category-specific data, including individual search trends, market sizing, and consumer behavior signals. The collection draws on K-beauty formulation principles and textural innovation rooted in IBG’s Seoul-based expertise, translating Korean skincare philosophy into unique formats that appeal directly to consumer preferences.

“We built the Beauty Intelligence Division because we believe the future of beauty product development belongs to companies that can read consumer signals in real time and translate them into market-ready products at speed,” said Raphael. “Matcha Mode is the proof of concept.” 

Inoac

Inoac offers closures and snap over-caps, along with bottles. A wide variety of sustainability options are available, as is extrusion in multiple layers. Tactile digital printing, in any design, grabs consumer attention. 

Lumson 

Lumson spotlighted its new pump named “Free,” which was designed without metal components. It is the result of five years of research to redefine pump mechanics without metal components. 

At its core lies an innovative, tried-and-tested material from cutting-edge fields such as aerospace and medical, adapted for the beauty industry. The material is durable, lightweight, flexible, and resistant to mechanical, thermal, and chemical stress.

Developed entirely in-house, Lumson says “Free” delivers long-term dosage accuracy, effortless actuation, and enhanced user comfort, and has obtained RecyClass Technology Approval. It is also fully compatible with PP stream and Letter of Compatibility (LoC)– Class A. 

Nuon Medical

Nuon Medical says its Active Applicator, Precision Light Therapy for Eye Care, “redefines how advanced skincare technologies can be seamlessly integrated into packaging.” This applicator combines LED phototherapy with micro-vibration to enhance the efficacy of eye care treatments.

Designed for precision, the applicator ensures targeted delivery of the formula, particularly for delicate areas like the eyes. The integrated cream outlet allows for controlled dispensing, while the lid system prevents product leakage, offering both convenience and hygiene.

The combination of LED light therapy and micro-vibration promotes collagen production and reduces puffiness. Micro-vibration helps enhance ingredient absorption, ensuring the formula works as intended.

According to Nuon, early clinical studies indicate a 25% improvement in skin hydration within the first week of use, demonstrating the tangible benefits of integrating advanced delivery technologies with skincare routines.

By incorporating these technologies into a unified applicator, Nuon provides a solution that elevates both product performance and user experience, positioning brands to meet the growing demand for precision skincare solutions. (See video interview at BeautyPackaging.com)

SR Packaging

As part of the project for the KAO Curél Softening Lotion, SR Packaging provided the tailored curvy-shaped EBM Airless Bottle (shown). It is crafted specifically for this gentle, hydrating formula. Weighing just 23.4 g with an OFC of 219 ml, the chemically neutral Bag-in-Bottle design protects the delicate lotion from oxidation. 

Recognizing the “chaotic nature of parenting,” the bottle is shaped for an easy one-handed grip and features residue-free, 360° dispensing, allowing it to work perfectly even when held upside down.

SR Packaging showed an assortment of Made in USA and advanced packaging offerings including their PCS PET Jar. The jar, plus its PCR PP cap, was tailored into “a matte pink lure” for Fenty Beauty’s Jumbo Butta Drop. 

SR emphasizes that they reduce virgin plastic consumption by diverting plastic waste from landfills and oceans. This lowers carbon footprint with PCR production, which “requires significantly less energy than virgin resin.” Plus, “the PET jar remains recyclable in most municipal streams.”

The ergonomic jumbo form was designed for a comfortable grip despite the larger volume, ensuring easy access to the product. The PCR PP cap offers a smooth, high-end opening experience consistent with luxury skincare standards.

Texen-Quadpack

At Texen-Quadpack, an elegant panstick drew attention for “an elevated makeup experience.” The Linea PP Panstick (shown) blends sustainability, sophistication, and performance, featuring an ultra-smooth, refillable mechanism wrapped in an elegant casing made in Europe.

It is described “as a stylish packaging solution for makeup brands seeking high-end aesthetics, recyclable materials, and reliable performance.” Quadpack says that the refillable stick “combines European-crafted design with a proven mechanism, to meet the demands of today’s beauty market.”

The Panstick is designed for a variety of makeup formulas, including stick foundations, blushes, highlighters, and contour products. And sustainability is inherent in the mono-material design. 

Quadpack’s Dropify bottle opens with just a simple twist; presses for controlled dosage, and is excellent for one-handed use.

Tokiwa 

Tokiwa welcomed attendees to experience how its “world-class formulation science is redefining both makeup and hair care.”  They said the company’s “performance-driven” philosophy, which has set the standard in the makeup category, is now being applied to hair. 

Yukinobu Akita, Tokiwa’s CEO and President, said, “MakeUp in Los Angeles marks an exciting moment for Tokiwa. We are bringing the performance, texture, and formulation expertise our partners expect in color cosmetics to the hair category. We invite brands to see how our heritage in mechanical technology and cosmetic science creates market-ready solutions that consumers can see and feel.” Some of this year’s key makeup and haircare showcases included Liquid Bronzer with Stain, Silicone-Free Highlighter, Silicone-Free Eyeshadow Stick, Hair Slick Gel, and Powdery Finish Hair Mascara. 

Verescence

Verescence is the only glassmaker with local production in the USA, supporting both established and emerging beauty brands with custom developments and a range of customizable standard bottles, all with short lead times. With sustainability being a focus, they use recycled glass, develop lightweight designs, and continuously improve processes to reduce their environmental footprint.

At Luxe Pack LA, visitors saw the latest makeup packaging solutions in glass, including Verescence’s new IVY mascara bottle. The IVY mascara bottle is a recyclable glass bottle for mascaras and lash/brow serums developed in partnership with HCP Packaging. It features a round section and an elongated silhouette, offering a wide surface for customization (lacquering, silk-screening, or hot stamping).

See You Next Year!

Next year’s Luxe Pack LA and MakeUp in LA are scheduled for February 23-24, 2027, at the Los Angeles Convention Center.

Read Next

Cosmoprof Miami Heats Up in Its Third Edition

Luxe Pack New York’s 24th edition takes place on May 6–7 at the Javits Center in New York City—and organizers say this year will be its most dynamic yet. 

Luxe Pack is the premier B2B trade show featuring creative packaging for the premium and luxury sector, and this year’s theme is “Sourcing Premium Packaging That Performs.” 

Over 200 exhibitors from more than 22 countries will be on the show floor this year, displaying packaging across 35+ product categories. The exhibitor lineup represents the complete packaging chain, from raw material providers specializing in paper and plastics to glass molders and decorators. Visitors will have the opportunity to meet co-packers, designers, sampling providers, and more potential supplier partners.

European suppliers will return, bringing high-end expertise and technical excellence to the U.S. market. In addition, there will be a strong representation of suppliers that manufacture and source in North America. These suppliers offer shorter lead times, production flexibility, and responsive supply chain management. 

As always, sustainable packaging will be a highlight. Exhibitors will feature a full range of eco-conscious materials and packaging solutions. 

Glass packaging will be another focus. Leading glass manufacturers will feature high-end, performance-driven packaging solutions. 

Related: Cosmoprof Miami Heats Up in Its Third Edition

An Exciting New Focus on Fragrance

Fragrance is the star of the show this year. Meet Vinita Jayant, Director of Product Development at Henry Rose, on May 6th during an exclusive fireside chat. Jayant will present, “Crafting with Conscience: How Henry Rose is Redefining Luxury Fragrance Through Circular Design.”

The “Per(fume)-form” installation series will feature two new immersive activations, giving visitors a behind-the-scenes look at fragrance creation, from concept to finished pack. Material ConneXion will feature the immersive exhibit, “From Scent to Substance.” Visitors will learn how to translate a scent inspiration into a tangible design.

The American Society of Perfumers (ASP) will present “From Brief to Bottle,” another immersive exhibit. Select ASP members will lead attendees through each olfactory stage, offering rare, expert insight into how fragrance is smelled, refined, and brought to life. 

Packaging Design Is a Conference Highlight

Packaging design is another focus at this year’s show. The presentation, “Neuromarketing in Packaging Design: How Color, Shape, and Texture Capture Consumer Attention,” promises to be insightful.

Alejandro Salgado Montejo, PhD, and Founder of Atrianna, a globally recognized insights expert, will discuss how consumers truly “experience packaging.” Using tools like eye-tracking and biometric measurements, researchers can observe how the brain responds to visual contrast, materials, textures, and embellishments, and to signals that shape attention, perceived value, and more. This session takes place on May 6th at 4 pm. 

Celebrate the ‘in Green’ Awards

Don’t miss the “in Green” Awards presentation on Thursday, May 7th, in the main conference area. The awards celebrate the most outstanding eco-friendly packaging innovations and sustainable initiatives.

The finalists will be on display in the new “in Green” exhibit on the show floor. Stop by to see the best luxury sustainable packaging options from exhibitors. 

More Details

Luxe Pack New York will take place at the Javits Center, 429 11th Avenue in Manhattan. Opening hours are 9am–6pm on Wednesday, May 6, and 9am–5pm on Thursday, May 7.

Register and pre-print your badge.

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There’s nothing like the refined, timeless shine of metal. Metal and metalized packaging elements can visually boost a fragrance, beauty, or personal care product’s perceived value. These signal luxury and craftsmanship, while creating a sense of sophistication, refinement, and prestige on shelf. 

“When a consumer sees metal accents or finishes, the product feels elevated. And, often more premium before they even pick it up,” says Amy Pan, CEO, Epopack. She also notes the added tactile element of metal. “Added weight or a surface that feels pleasantly smooth and substantial creates a sense of quality. This is especially important in skincare, fragrance, and cosmetics, where the experience is part of the product’s value.”

Liana Cook, Vice President, ABA Packaging, agrees. “In an oversaturated market, metallic finishes introduce contrast, dimension, and reflectivity. These elements immediately capture attention and create strong on-shelf differentiation,” she says. “Beyond visual impact, metal carries inherent cues of quality and value. It reinforces a brand’s positioning and supports premium price points.”

Real Metal Appeal

TNT Group works exclusively with real metals, including Zamac, stamped aluminum, cold-compressed aluminum, and injected aluminum. These materials deliver authentic luxury through weight, density, and a distinctive cool touch. They can be anodized, polished, and finished with electroplating.

“True metal enables lasting premium finishes and a level of precision, sustainability, and quality. Other metalized materials and effects cannot replicate this,” comments Damon Kennish, the company’s CBO. “We first determine the brand’s creative intent and desired consumer experience, whether it’s weight, complexity of form, or surface finish. Then we select the most appropriate metal transformation technology. Zamac allows highly complex shapes and a strong presence, while aluminum offers lighter solutions through stamped, cold-compressed, or injected processes.”

The company’s Zamac work also boasts a responsible perspective. Over 30% of TNT Group’s zamac is recycled, which Kennish says cuts CO₂ emissions by more than 46%.

What’s more, TNT Group filed a patent in 2025 for anodized-injected aluminum with a glossy finish. The technology delivers a premium anodized brilliance. It gives brands the ability to explore complex shapes with a reduced weight versus Zamac. Kennish says it’s fully compatible with standard recycling streams and circular design strategies. The first projects are currently in the industrial testing phase.

Recognizing Innovation

During this year’s Paris Packaging Week, TNT Group earned recognition for two of its recent brand projects. Darphin Stimulskin Plus Sculpting Cream and Chanel Eau Splendide EDP were both recognized.

Developed over five years, the Chanel Eau Splendide fragrance cap was created in aluminum. It eas produced using a cold-forging process combined with CNC machining. “This technology enabled extremely sharp angles, precise radii, and seamless integration of the inner cap. It resulted in a premium metal finish,” comments Kennish. The primary challenge was achieving both complex geometry and flawless surface quality. This was resolved through a significant industrial development program. 

Delivering Functional Benefits

Denis Maurin, President, Innovation & Strategy, HCT by kdc/one, values metal not only for its aesthetics, but also for its functional benefits. “It is durable, moldable, magnetic, and easily integrated into refillable systems,” he says. “Materials such as Zamac and stainless steel naturally impart a cooling sensation. This makes them ideal for applicators that come into direct contact with the skin.”

HCT by kdc/one produces a wide portfolio of metal components, including applicators, fragrance caps, and reusable beauty tools. The company also produces refillable compacts and lipsticks in its metal injection and electroplating facilities. HCT’s globally patented Cooling Tip Technology (available in zamac, stainless steel, and ceramic), can be paired with tubes, tottles, pumps, and click pens.

This year, the company expanded production of its Cooling Tip Technology to include stainless steel. The supplier also introduced the Crescent Tip Tube, which Maurin says became its most in-demand metal applicator. 

“This tube features an optimized tip structure and refined polishing process. Our stainless-steel tips offer a more sustainable and cost-effective alternative, while delivering cooling, massaging, and sensorial benefits,” he comments. “These developments give brands a more sustainable and flexible option without sacrificing luxury.”

A Metal Tip for Gloss

Jungsaemmool Beauty is a globally recognized K-beauty brand founded by Korea’s leading celebrity makeup artist, Jung Saemmool. The brand recently worked with HCT by kdc/one to create a tube package for its LipPression Metal Serum Gloss. The nourishing, plumping formula was a natural fit for HCT’s patented Cooling Tip Technology and stainless-steel Crescent Tip Tube.

“The stainless-steel applicator undergoes strictly controlled polishing processes to achieve a perfectly smooth, hygienic, and corrosion-resistant surface. This aligns with Jungsaemmool’s clinical cosmetic standard,” he explains. “It stays cool on contact, enabling a refreshing glide, and enhancing formula absorption and plumping effects.”

Aluminum Advantages

As a packaging medium, aluminum is infinitely recyclable, making it an attractive option for brands with sustainability commitments. 

One of the newest developments from Tubex is a thoroughly modern take on the storied apothecary tube. The company’s new MonoSense tube is a one-piece, mono-material applicator tube. It’s made entirely from recycled aluminum (95% post-consumer and 5% post-industrial). This eliminates the need for mixed components, making recycling effortless. 

According to Tubex, the MonoSense combines premium aesthetics with high performance. It comes in a range of sizes with limitless design options. It can support either aluminum or plastic caps for complete brand personalization. 

It’s ideal for products applied around the eyes and lips. “The MonoSense is engineered for an elevated experience,” the company says. “Its smooth and precise applicator is a pleasure to use—and the aluminum’s naturally cooling touch enhances comfort, especially around sensitive areas like the eyes and lips.”

Designed for high dispensing efficiency, the MonoSense tube also ensures that every drop of product is delivered with intention. Its all-aluminum construction provides outstanding barrier properties. It protects against light, air, and moisture, making it naturally airtight and lightproof with no need for additional layers. MonoSense also has no suck-back effect. This ensures hygiene and stability, preserving the purity and performance of the formula inside.

Improving Recyclability

A key area of development at MDI Packaging has been the continued refinement of mono-material aluminum closures. These can be applied across both prestige and mass-market fragrance and cosmetic brands. “Aluminum has long been associated with high-end packaging. Our focus has been on engineering solutions that maintain premium tactile and visual qualities, while remaining scalable. They’re ideal for higher-volume, everyday consumer products,” says MDI’s Myles Adelstein, Account Executive. 

Among the company’s developments are mono-material aluminum snap-fit caps and aluminum screw-on closures for jars. These are designed to eliminate plastic components traditionally used in multi-material assemblies. “By simplifying construction and reducing part count, these closures support improved recyclability. Also, manufacturing is more efficient, making aluminum a viable option beyond purely luxury applications,” Adelstein says.

Metallized Effects

Metallization techniques are another way for brands to achieve the look of metal.

Epopack offers a range of metal and metal-effect options that allow brands to achieve a premium look while staying flexible in design and material choices. This includes aluminum anodizing for a refined, durable finish. The supplier also offers metallization for plastic components. This process creates the appearance of metal without the added weight or complexity of full metal construction. 

“In addition, we support custom mold development. This allows brands to create unique shapes and sizes that align with their identity,” says the company’s Pan. “For metal caps, we offer logo embossing to add a tactile, high-end detail that enhances both branding and shelf presence.”

In early 2025, Epopack launched a new hot stamping production line. The supplier expanded its capabilities in metal-effect decoration and offers greater flexibility in finishes, colors, and decorative details, while improving consistency and lead times. 

The company recently collaborated with a high-end suncare brand to create a package with an embossed logo cap. One of the main challenges was achieving consistent color matching between the spray-coated plastic bottle and the anodized metal components across multiple pieces. Pan says Epopack worked closely with the brand to help translate their vision into a cohesive design that highlighted embossed metal elements and maintained a premium look across all components.

Deco That Elevates

ABA Packaging offers an extensive range of metal and metallized primary packaging solutions across beauty, fragrance, skincare, and personal care categories. In addition to offering aluminum packaging options, it also elevates stock glass bottles and jars with reflective decoration options such as hot stamping and metallization, allowing brands to maintain the weight, clarity, and premium feel of glass while enhancing the overall aesthetic with a refined metallic finish. 

“Our glass packaging can be strategically paired with complementary components, including spray pumps, treatment pumps, droppers, collars, and caps that are metal or feature metal accents,” says ABA’s Cook. “These details instantly elevate perceived value and help shift a product’s positioning from mass to prestige.”

For its stock components, ABA has increased its range of available finishes and decoration options to include additional brushed and metallized looks. ABA also continues to innovate in decoration capabilities for aluminum packaging, offering silk-screening, multi-color foil stamping and full 360-degree hot stamping to bring rich visual depth, dimension, and metallic brilliance to metal packaging. 

Digital Embellishments

Scodix provides digital embellishment presses, including the Ultra 6500 and 2500 series equipped with Multi-Layer Embellishment (MLE) and Smart High Definition (SHD) technology. These systems support 17 different applications on various substrates, such as coated and uncoated paper, laminated metallized board, and rigid cartons. 

Available finishes include digital foil, varnish, glitter, and “cast and cure.” A “Sculpt” feature utilizes varnish to create 3D-like textures and extreme heights, while digital processing allows for variable data printing, such as personalized names or numbering.

The company’s recent Multi-Layer Embellishment (MLE) technology launch has expanded the use of digital foils and varnishes to a wide range of uncoated luxury materials. “Historically, polymer-based systems struggled with porous surfaces, but Scodix now partners with luxury paper providers—including Fedrigoni, Gmund, and Winter & Company—to certify their stocks on a Recommended Media List,” explains April Lytle, the company’s Global Brand Innovation Manager. “This development also facilitates the production of digital Braille and multi-level ‘sculpt’ effects.”

Scodix Foil Application Offers Benefits

A global brand utilized Scodix for a print run of 1,000,000 units, citing sustainability goals and specific aesthetic requirements. Because the Scodix foil application uses no heat or pressure, Lytle says the resulting silver foil achieved a mirror-like, highly reflective finish. “This was critical to the design concept, which centered on a ‘mirror’ motif,” she comments. “The brand found this level of reflectivity difficult to achieve through traditional hot or cold foiling, while metallized board was dismissed as too costly and less sustainable.”

She adds that a primary technical requirement for Scodix applications is ensuring the substrate maintains the correct dyne level for adhesion. “Production was streamlined because the converter and the brand were involved early in the specification process,” she says. “This collaborative approach ensured that we optimized the design for the equipment, resulting in an efficient execution that met the brand’s performance expectations.”

Vacuum Metallization and More

“A metallic finish is one of the strongest cues for a prestige product, often defining the difference between mass market and high-end positioning,” says Jessie Buran, Senior Account Director, Anomatic. “The versatility of metal unlocks creative possibilities that other materials can’t match, enabling brands to stand out on shelves and differentiate in highly competitive markets. 

Anomatic specializes in precision metal stamping and aluminum anodization. As a fully vertically integrated manufacturer, the company delivers caps, componentry, and complete packaging solutions by combining its metal forming, anodizing, assembly, and injection-molding capabilities. It also offers a broad range of eco-alloy aluminum options and provides an extensive suite of decoration and metallization technologies.

“Our metallization process delivers low-VOC application with exceptional quality, durability, and color consistency, enabling brands to achieve elevated aesthetics without compromising performance or sustainability,” Buran explains, adding that the company offers an “in-line” laser decoration process. “This is a unique patented concept that allows us to laser the hinge on a flip-top closure. It guarantees no flaking during consumer usage.”

In addition to doubling its metal-stamping capacity in Q4 of 2025, Anomatic also added new buffing/brushing and lacquering capabilities and upgraded one of its lines in Q3 of 2025 to increase both capacity and operational flexibility. 

Metallized Looks

Specialized equipment can also deliver a metallized look. Vacuum metallization and sputtering technology allow packaging elements like caps, jars, and bottles to achieve high-quality, mirror-like reflections and metallic tones and effects without the weight or cost of solid metal parts. 

Tapematic specializes in industrial inline vacuum metallization and UV coating systems for packaging. The company’s Tapematic PST Line II is a state-of-the-art inline 3D sputtering and UV coating system that creates high-quality and uniform metallized effects and surface finishing. 

“The PST Line II consists of several modules integrated together. Depending on the customer’s requirement, we can integrate additional modules like dual sputtering, hot stamping decoration (IDM II), and various coating systems,” says Tapematic’s Antonio Scotti, VP Sales. “These technologies allow brands to achieve highly controlled metallic finishes, ranging from full coverage metallization to decorative accents, on complex 3D surfaces.” 

Tapematic’s vacuum metallization and UV coating technologies operate in a fully enclosed system, eliminating hazardous chemicals, cutting waste and energy consumption, and minimizing material use while helping brands create luxury finishes responsibly and efficiently. 

The supplier’s latest development is the S8+4 metallization module, set to debut  in 2026. Designed to meet the rising demand for customized cosmetic packaging, it features two independent sputtering chambers, enabling metallization of multiple materials in a single pass and offering virtually unlimited options for personalization and surface finishing.

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Sustainable Cosmetic Packaging Made in North America

Today’s cosmetic industry faces stiffer challenges than ever before, including sustainable packaging dictates, the slow convergence of premium and mass markets, changeable tariffs, expanding Extended Producer Responsibility (EPR) regulations, and more. 

The good news is that, as always, industry leaders are meeting potential setbacks with flexibility, determination, and forward-thinking strategies. 

According to Mintel, the beauty and personal care (BPC) packaging market faces supply chain challenges and cost pressures, “with macroeconomic headwinds amplifying scrutiny on margins.” 

Lauren Ryder, Associate Principal, Global Packaging, Mintel, says, “Sustainability continues to be the leading focus for brands in packaging design.” 

A recent study from Research and Markets found that the sustainable cosmetic packaging market “is advancing rapidly.” Brands and suppliers are navigating mounting environmental regulations, shifting consumer preferences, and technological improvements. In addition, “Senior decision-makers are seeking to future-proof their packaging strategies. They must address the demand for eco-conscious solutions while meeting operational and compliance goals in a dynamic global environment.”

The Shift to Local Production

One element of this global sustainability focus is producing packaging close to market.

The last few years have seen a pronounced shift in international imports of cosmetic packaging and a rise in containers made in North America. In addition to bypassing certain tariff issues, domestic cosmetic packaging offers advantages in areas such as EPR laws, manufacturing, shipping, and in-store product replenishment.

“We’re seeing sustainability and North American manufacturing become increasingly intertwined.”
— Gwen Chapdelaine, JohnsByrne Company, Niles, IL

JohnsByrne Company, Niles, IL, specializes in custom packaging solutions. Gwen Chapdelaine, VP of Marketing at the custom packaging and premium print solutions provider, tells Beauty Packaging, “We’re seeing sustainability and North American manufacturing become increasingly intertwined. Brands want packaging that is responsibly sourced and regionally produced, with clear traceability from raw material to finished product. 

“Key trends include greater use of recycled and FSC®-certified paperboard and right-sizing to reduce material use. Also, mono-material structures are popular because they simplify recycling. And, there’s a shift toward packaging engineered to meet sustainability goals without sacrificing design or shelf impact. Transparency and proof points, where materials come from, how they’re processed, and where packaging is made, are now expected, not optional,” says Chapdelaine.

Prioritizing North American Suppliers

Pamela Gill-Alabaster is a packaging industry expert and former Chief Sustainability Officer at Kenvue. She is an adjunct professor with more than 35 years of executive leadership experience across sustainability, brand strategy, and corporate affairs. 

She tells Beauty Packaging, “There is increasing interest in mono-material formats (PP, PET, HDPE) and higher PCR inclusion rates. Also, in refillable systems that can be locally tooled and assembled.” She notes that a major driver is the expansion of EPR laws across U.S. states and Canada. In addition, she says, “Brands are prioritizing packaging that is recyclable in practice and at scale. It has to be compatible with domestic waste recovery infrastructure. Packaging positioned to meet recycled content mandates and fee modulation under EPR frameworks is also important.”

“Brands are prioritizing packaging that is recyclable in practice and at scale, compatible with domestic waste recovery infrastructure, and positioned to meet recycled content mandates and fee modulation under EPR frameworks.”
— Pamela Gill‑Alabaster, packaging industry expert

According to Gill-Alabaster, “To the extent brands are prioritizing NA production, it can permit closer coordination between resin suppliers, converters, and brands—particularly around PCR sourcing, documentation, and compliance alignment.” In addition, “Some suppliers are expanding domestic recycling partnerships to strengthen feedstock access. More broadly, regional production is increasingly viewed as part of risk management and regulatory readiness strategies.”

Demand Grows

Gill-Alabaster says, “As EPR expands and reporting obligations grow, brands are seeking greater transparency and accountability across the packaging value chain, from resin sourcing through recovery. NA production can provide enhanced traceability of PCR content and clearer chain-of-custody documentation, especially within established certification systems (e.g., ISCC+, SCS, UL), with proximity allowing for closer supplier engagement and more efficient audit processes.”

Ashley Jolly, a long-time Package Development Leader, agrees, saying, “Yes, understanding the most efficient supply chain and speed-to-market strategies is essential for business success. When engaging with suppliers, the first question typically concerns the available packaging options produced in North America, as these can help address supply chain challenges.” He says that these supply chain challenges are lead time and control of cost fluctuations. “The next priority is identifying sustainable packaging solutions within North America. Whenever possible, North American options are preferred over offshore alternatives.”

“Whenever possible, North American options are preferred over offshore alternatives.”
— Ashley Jolly, Package Development Leader

Supplier Sentiment

With cosmetic brands and suppliers at the heart of this issue, we reached out to a selection of North American manufacturers for their thoughts on domestic cosmetic packaging supply chains. 

Arcade Beauty, a major provider of beauty sampling and full-size filling and packaging solutions, with NA headquarters in Saddle Brook, NJ (and 6 locations in the U.S.), also operates regional sales offices and production sites in Paris, France, São Paulo, Brazil, and Shanghai, China. 

Ciara Donohue, Arcade Beauty’s Global CSR Manager, tells Beauty Packaging, “The global interest in sustainable packaging has certainly increased. We expect an increase of North American requests as more specific recyclability criteria is released to supplement the EPR regulations.” She says they are already seeing sustainable options gain traction across a variety of formats. She explains that early adoption began in the hospitality sector. Brands introduced eco-friendly formats for shampoos, conditioners, and personal care amenities. 

That momentum, says Donohue, has quickly migrated into broader consumer applications, including refillable solutions, such as pouches designed to reduce waste. Also, material structure innovations, like the Arcade Beauty 80% paper packette. It replaces traditional substrates with more recycle-ready compositions. “As these formats continue to evolve and scale, we anticipate North American demand will accelerate. This is in step with both regulatory requirements and brand sustainability commitments.” 

Donohue says, “Over 90% of [Arcade’s] technologies are ready for recyclability. Over 60% incorporate certified or recycled materials, directly in line with industry trends and regulatory needs. What sets Arcade Beauty apart is our ability to integrate sustainability among our vast product portfolio. From sampling to minis to retail sizes, we make each more sustainable without compromising performance. This versatility allows our customers to evolve their packaging strategies across their entire product lineup, not just a single format.”

Younger Consumers Expect Responsible Sourcing

At Arkay Packaging, with headquarters in Hauppauge, NY, and Roanoke, VA, Gregg Goldman, Director of Sales, agrees about the positive NA growth, saying, “We are indeed seeing a raised awareness concerning sustainability, as companies recognize how important responsible sourcing is, especially to a younger generation of consumers.” Goldman points to the Necessaire brand as an example. He says, as a certified B Corp, “environmental responsibility is a huge part of Necessaire’s DNA.” 

To align with this DNA, Arkay partnered with a North American paper mill to develop a 100% PCR custom paperboard that was robust enough for fine copy and details. The result, says Goldman, “is a uniquely textured, custom-colored folding carton, which has a natural feel, but which also holds embossing and spot gloss beautifully.” In addition to the FSC logo, Necessaire also prints several of its own certifications on the carton.”

Achieving Kiehl’s Sustainability Goals

The demand at JohnsByrnes for North America–produced sustainable packaging has also grown significantly. Chapdelaine says, “Beauty brands are prioritizing regional production to reduce transportation emissions, improve supply-chain reliability, and better align with ESG commitments. Many of our customers also value the speed, flexibility, and collaboration that come from working with a domestic supplier, particularly as sustainability requirements become more complex.”

For instance, JohnsByrne partnered with Kiehl’s on sustainable packaging solutions, including their holiday packaging, in support of the brand’s movement toward a circular economy by 2030. The folding carton and rigid box packaging feature colorful graphics accented with foil, made with FSC-certified materials using zero plastics, and are fully recyclable. 

Evie Vens, Business Development Manager, MCC Premium Label Solutions, says, “Producing packaging in North America allows companies to reduce transportation distances, lower logistics costs, and create more resilient supply chains.” MCC operates facilities in the U.S. and globally. Beyond the operational benefits, Vens says locally produced packaging also supports sustainability objectives by reducing emissions associated with long-distance transport, and by meeting consumer expectations for transparency and regional sourcing.

A Shift to Sourcing Materials Domestically

At Wynalda Packaging, a 55-year-old company that specializes in premium folding carton manufacturing and design, as well as rigid boxes and molded pulp, Kaelyn Van Wyhe, Lead Generation Specialist, has noticed a shift to more local production. The company manufactures at its 400,000+ sq. ft. facility located in Belmont, MI, and sources all its materials domestically. She explains, “Ongoing instability with overseas production and tariffs has prompted many companies to shift toward domestic suppliers for more consistent lead times, quality, and supply-chain security.” 

Van Wyhe says, “Requests for NA–produced sustainable packaging peaked 2–3 years ago, eased slightly, and are now rising again as California’s EPR regulations begin to take effect.”

Wynalda’s recent packaging for the Adrian Costa fragrance brand incorporates recycled materials, is 100% paper-based, and fully recyclable. The rigid box is made of 60 pt. recycled chip board (W1S) with an 80# white text wrap, and the molded pulp insert is made of 20% recycled paper. Van Wyhe says this package stands out by using a molded pulp tray to securely hold, display, and protect the glass bottle—”an approach that is gaining traction in retail packaging, but remains uncommon in the fragrance category.” The package was produced in Wynalda’s Michigan facility, which maintains ISO 9001 and ISO 14001 certifications, as well as a Sedex membership. 

“Requests for NA–produced sustainable packaging peaked 2–3 years ago, eased slightly, and are now rising again as California’s EPR regulations begin to take effect.”
— Kaelyn Van Wyhe, Wynalda Packaging

Distinctive Designs & Refillable Packaging

In addition to sustainable materials, a growing interest in refill and reuse systems has taken hold.

Berlin Packaging has corporate headquarters in Chicago. The company’s comprehensive portfolio of sustainable beauty packaging solutions includes PCR glass and plastic. Berlin also offers ocean-bound resins, mono-material tubes, refillable formats, and FSC-certified secondary packaging.

The company created custom packaging for Prose hair care. A distinctive design pairs a square shoulder bottle with a round heel for a sleek, modern, and approachable aesthetic. Because Prose is a Certified B Corporation, sustainability was a key requirement for the project. The 150- and 250ml bottles and 250ml jars use 50% PCR PET. This reduces reliance on virgin plastic while maintaining performance and clarity.

Moira Stein, Insights & Strategy, Berlin Packaging, says, “Refill and reuse systems continue to gain momentum across beauty and personal care in North America.” From established global brands to emerging direct-to-consumer players, she says refill formats are becoming mainstream. This includes durable aluminum dispensers, flexible refill pouches, refill pods, and other reusable delivery systems that reduce single-use packaging.

Stein says many beauty brands are increasing their use of post-consumer recycled (PCR) content to advance their sustainability goals. She explains, “Compared with virgin resin, PCR plastics generally require significantly less energy. They reduce reliance on fossil-based raw materials, helping to extend material lifecycles and lower overall environmental impact.” 

Eco-Friendly Materials

Materials, especially Forest Stewardship Council (FSC) paperboard, are a draw at Arkay Packaging. Goldman says, “Aside from a cleaner, more natural design aesthetic with matte coatings and neutral colors, we’ve seen an emphasis placed on FSC paperboard, or materials with recycled content. There has also been a move from Mylar to TransMet, which is more sustainable.” And, he explains, “Clients are taking advantage of our cold foiling capabilities—for some ‘bling’ without full reflective metallic coverage.” 

Domestic partnerships and official verification labels also come into play to meet demands for desirable NA sustainable cosmetic packaging. Goldman says that Arkay partners with Monadnock Paper Mills, Bennington, NH, “to get the most premium sustainable paperboard.” They, too, are EcoVadis Platinum, utilizing FSC-certified fibers with chain-of-custody documentation. And, says Goldman, “The results are as eye-catching and luxurious as any other paperboard—much to our customers’ approval and requests.”

Certifications are Key

At Freeport, NY-based Lombardi Design & Manufacturing, certifications are also key. Jack Albanese, Director of New Business Development, says, “At Lombardi, the most prevalent trend we are experiencing is the growth of chemically upcycled resin. For us, that includes ISCC+ certified PET and PP.”

He says that brands are increasingly requesting PCR. Lombardi’s stock PET Deodorant Case is offered with 40% or 80% PCR when using ISCC+ certified material. For enhanced recyclability, Albanese says, “We added a range of mono-material PP packaging, including jars, sticks, pumps, and even compacts.”  

Albanese recounts that Estée Lauder commissioned Lombardi to produce the jar cap for its La Mer “Blue Heart” program. In support of World Oceans Day, this jar cap was designed specifically to be molded with Ocean-Bound PCR PET.  He explains, “Ocean-Bound PCR is typically available as PET or HDPE. It is derived from beaches and waterways. With exposure to the elements and built from a homogenized blend of various sourced bottles, there lies a unique challenge to transform this material into a beautifully crafted cosmetic part. The result is a jewel-like pristine blue closure.”

Arcade’s Donohue points to regulations for expanded sustainable manufacturing growth. “North America’s evolving, state-level EPR regulations have defined the most recent wave of sustainable packaging trends,” she says. “These regulations thematically align with global packaging regulations, contributing to the iterative effort to better define ‘sustainable’ packaging.”

Donohue says these regulations “universally emphasize packages’ end-of-life states, namely recyclability and compostability, targeting specific recycling rates through 2035+.” In the U.S., she says, “These targets are married with the hope of improved recyclability thresholds and infrastructure to enable target achievement.”

More Eco-Design Initiatives

Plastic is also a central theme, says Donohue, “encouraging the reduction of plastic packages, decreasing microplastics within packaging, and incorporating post-consumer or industrial recycled (PCR/PIR) plastic within products.”

Wholistically, Donohue says, “These regulations target package optimization via reduction of excessive weight and materials.”

Ultimately, she says that Arcade Beauty has publicly committed “to the sustainable excellence of our products and operations, demonstrated through our 26 formal, public targets.

“At the forefront of these commitments,” says Donohue, “our eco-design initiatives are driven by innovative cross-departmental collaboration. This enables us to increase recyclability and the use of recycled and certified materials in our products. Operationally, we are committed to improving energy efficiency and reducing emissions in line with Science Based Targets (SBTi). We are also strengthening resource and water management within our facilities. Our emphasis on supply and ethics extends across our value chain. We ensure responsible sourcing, supplier engagement, and traceability across key raw materials.”

She says, “These commitments resonate with our customers. They confidently receive high-quality, innovative products that are designed, sourced, and manufactured with environmental responsibility at the forefront. We help brands meet their own sustainability goals while delivering the best possible product to market.”

Wynalda’s Van Wyhe also sees a surge, especially in packaging that’s paper-based and/or made of alternative materials. In 2023, the company added a molded pulp manufacturing facility in the U.S. Now, the company offers fully made-in-USA packaging solutions for brands that were previously sourcing pulp trays internationally. The supplier also works with brands committed to domestic sourcing that previously struggled to find molded pulp options.

“Sustainability is no longer seen as a compromise in appearance,” says Van Wyhe. “Brands want environmentally responsible packaging that incorporates premium differentiators like foils, embossing, specialty coatings, and distinctive paperboards.” 

Transparency is a Priority

ICONS America LLC, is headquartered in a 160,000+ sq. ft., certified manufacturing facility near Charlotte, NC. Marianna Cilauro, VP of Sales and Marketing, tells Beauty Packaging that a growing portion of North American consumers—especially Gen Z and Millennials—are focused on Made in the U.S. packaging. The reason: Cilauro says there’s been a move to prioritize recyclability, minimal packaging, and environmental transparency when choosing products.

She says, refillable, reusable, and “take-back” packaging options (especially in personal care and retail sectors) are also emerging trends. 

“We are increasingly seeing brands looking for a trusted partner for domestically produced packaging,” says Cilauro. “And ICONS America’s North Carolina headquarters’ manufacturing facility provides this Made-in-America solution.” ICONS’ fully recyclable, mono‑material PP In‑Mold Label (IML) tubes and caps are manufactured in the USA. We use domestically sourced resin, incorporating PCR content in the tube sleeve, head, and cap.

Sustainability is a Key Driver

At MCC, Vens views sustainability as a key driver in the North American packaging market. And, there’s a clear shift toward monomaterial packaging solutions. She says, “States such as California and New Jersey are moving forward with stricter packaging legislation. Brand owners are increasingly reassessing packaging structures that rely on multiple materials and are therefore harder to recycle.

“While multimaterial packaging is still common today,” says Vens, “the direction is clear: simpler, recyclable designs are becoming the new standard.” She says, “With IML (in-mold labels), the label becomes part of the container itself, forming one seamless monomaterial packaging solution.” The IML process also enables molding and decoration in a single, automated step. This reduces material use, logistics, labor cost, energy consumption, and overall carbon footprint.

“In parallel,” says Vens, “we see growing interest in refillable and reusable packaging formats, especially in personal care and beauty categories. Brands are looking to extend packaging lifecycles and reduce waste.”

High-Demand Packaging Requests

What specific types of North American-made cosmetic product packaging are most in demand from brands? 

According to Gill-Alabaster, high-PCR PET and HDPE bottles, mono-material closures and pumps designed for recyclability are in demand. Also, there’s a rising interest in refill cartridges, aluminum packaging, and paper-based secondary formats. Molded fiber alternatives are also often requested, and there is interest in drop-in bio-based resins. These include bio-PET and bio-PE, which are chemically identical to their conventional counterparts and compatible with existing recycling systems. “Increasingly,” she says, “packaging is being optimized for EPR fee modulation through lightweighting, higher recycled content, and alignment with U.S. curbside infrastructure.”

Jolly also speaks about the merits of refillables. He tells Beauty Packaging, “Brands are increasingly interested in refillable packaging options. The most common and easy-to-implement sustainable choices include post-consumer recycled PCR content for plastic parts and FSC board for paper goods. These are now standard.” He says brands are still evaluating the viability of refills—such as pouches, pods, and cartridges—for greater sustainability. “Every product segment has examples of refillable or more sustainable packaging, and this trend is expected to grow,” states Jolly.

JohnsByrne specializes in premium paperboard packaging made with sustainability in mind. Their offerings include folding cartons, rigid boxes, welcome kits, and displays produced with FSC-certified and recycled paperboard. The supplier also provides water-based coatings using low-impact inks, as well as sustainable and recyclable enhancements, such as foil decoration. They also engineer solutions that minimize material usage while maintaining durability and aesthetics. JohnsByrne’s Chapdelaine, says, “These formats align directly with today’s trends toward recyclability, responsible sourcing, and high-end presentation that supports brand storytelling.”

An Award-Winning Packette

At Arcade, Donohue says their award-winning packette “has become the industry standard for cost-effective sampling.” And has been a primary focus for sustainability innovation. She adds, “For the past five years, our engineers have worked to transform the original 4-ply plastic packette to a new 80% paper-based version. The new paper packette delivers significant environmental benefits while maintaining functionality.”

Arkay Packaging takes sustainability seriously. Goldman says, “Clients for which sustainability is not a top priority are still receiving environmentally friendly packaging from Arkay. This is because we are beyond compliant and proud to have a Platinum Ecovadis score.” For those with loftier goals, Arcade begins by offering FSC-certified board. It can be accompanied by a logo directly printed on the carton. 

These materials are certified by the FSC as sourced from responsibly managed forests, in addition to meeting other criteria. “The next step,” he says, “is to offer materials made with varying amounts of post-consumer waste.” 

Molded Pulp Trays

Wynalda’s Van Wyhe says molded pulp trays have become one of the most requested sustainable packaging solutions among cosmetic brands. Companies “are replacing plastic and foam inserts with biodegradable, paper-based alternatives,” she says. More recently, she says, “We’ve begun receiving an increasing number of requests for molded pulp trays. These are being paired with rigid boxes in the fragrance category.”

To meet this growing demand, Wynalda added a molded pulp manufacturing facility in the U.S. in 2023. “This was a valuable addition to our capabilities. It allows us to offer fully made-in-USA packaging solutions for brands that were previously sourcing pulp trays internationally. Also, for brands committed to domestic sourcing that previously struggled to find molded pulp options,” explains Van Wyhe.

Made in NA Supplier Advantages

We asked our group of NA-based packaging suppliers to tell us what special advantages they offer when it comes to sustainable packaging and/or materials. 

Close Relationships & Supply Chain Agility

Arkay’s Goldman told us, “Arkay is fortunate to have close relationships with several North American board suppliers that specialize in sustainable materials. As a result, we have expedited access to these materials with no risk that comes with importing from overseas. We also have stocking agreements with several overseas suppliers to ensure a steady source of supply.” (Arkay has once again achieved Platinum Recognition Certification from EcoVadis. Ecovadis is “the world’s most trusted provider of business sustainability ratings, intelligence, and collaborative performance improvement tools for global supply chains.”)

At ICONS America, Cilauro says, “With our production in the U.S. at our headquarters manufacturing facility in North Carolina, we provide brands greater supply chain agility, reduced carbon footprint to North American destinations, and a range of sustainable material options, including mono-material, recyclable In-Mold Label tubes, available with PCR. In addition, our raw materials are sourced domestically in the U.S., further reducing carbon footprint and shortening raw material lead times.”

Albanese, at Lombardi, explains that chemically upcycled PET offers NA molders a consistent stream of PCR with virgin-like properties. He says, “I would consider this availability as an advantage for NA molders. When compounded with far lower transportation emissions and opportunities for renewable energy, NA is a clear choice for sustainable packaging manufacturing.” 

“When compounded with far lower transportation emissions and opportunities for renewable energy, NA is a clear choice for sustainable packaging manufacturing.”
— Jack Albanese, Director of New Business Development, Lombardi Design & Manufacturing

Local Sourcing

Donohue says that Arcade Beauty’s North America operations “give customers the ability to source, produce, fill, and pack products locally, all under one footprint.”

She explains, “Our manufacturing plants are strategically specialized by function, and work together seamlessly to meet all business needs. Each facility brings a specific capability to the table. Our vertically integrated tubular glass manufacturing at Phoenix Glass supports both Borosilicate and Soda-Lime formats. This gives Arcade Beauty a differentiated advantage and comprehensive domestic coverage.”

This model of regionally distributed, function-specific facilities delivers two key advantages, says Donohue. “It encourages customers to produce locally, reducing the environmental footprint of products, and enables rapid innovation. Because our plants can easily collaborate, we can quickly develop more sustainable products together.” 

At MCC Premium Label Solutions, Vens tells Beauty Packaging, “One of our key strengths is our ability to offer sustainable in-mold labeling solutions. This enables true monomaterial packaging combined with outstanding print quality.” This, she says, is particularly important in categories such as hair coloring, for example, where precise color reproduction is critical. “With high-quality IML printing, brands can achieve exact color matching and premium aesthetics while still meeting recyclability and design-for-recycling requirements.”

Greater Control & Transparency

JohnsByrne’s Chapdelaine says the company’s greatest advantage is control and transparency. “Our design, engineering, manufacturing, and assembly is all under one roof in North America (coast-to-coast). We can help brands make informed sustainability decisions early in the development process.” She explains further, “We have direct access to responsibly sourced paperboard and materials, shorter lead times, and fewer handoffs. We also have the ability to rapidly prototype and refine sustainable solutions. This proximity also enables clearer communication and easier compliance with brand and regulatory standards. Plus, a reduced overall carbon footprint compared to overseas production.”

Speed & Responsiveness

As the world’s largest Hybrid Packaging Supplier®, Stein says Berlin Packaging removes constraints around product type, material, and geography. Berlin has corporate headquarters in North America and operations spanning four continents. Stein says they combine the advantages of a North America-based partner—speed, responsiveness, and close collaboration—with a global network of suppliers. And, exclusive partnerships allow Berlin to source high-quality, sustainable packaging components worldwide.

“And if we can’t find the right solution, our in-house Studio One Eleven® design and innovation team can develop a custom package,” says Stein. Berlin also conducts lifecycle analyses (LCAs) to quantify a package’s environmental footprint. This includes greenhouse gas emissions and water, mineral resource, and fossil fuel use. It “gives brands credible data to support informed packaging decisions and clear, consumer-facing sustainability claims.” 

MCC’s Vens tells Beauty Packaging, “We provide high-quality, sustainable IML solutions for a wide range of personal care and beauty applications. These include deodorant rollers and sticks, cosmetic tubes, jars, lids, and bottles. She says these solutions are designed to perform throughout the entire product lifecycle. And, even in challenging environments such as humid bathrooms or in reuse systems, “while delivering the premium look and feel consumers expect.” 

The Future of NA-Made Sustainable Packaging

Will the Made in North America trend continue to grow? What will the challenges be?

It’s not a quick and simple answer, but all the experts and suppliers we spoke with for this story see a green light ahead.

Jolly says, “Yes, North American-made packaging will continue to grow. Companies are seeking to reduce lead time and cost uncertainties associated with overseas sourcing. However, its expansion will be limited until performance improves and costs decrease. Cost remains a key factor. North American packaging must offer superior value to justify a premium. 

He elaborates, “Current priorities include increasing post-consumer recycled (PCR) content and recyclability. Brands are also exploring metal-free pumps, which don’t sacrifice performance. And, they’re developing reusable or refillable formats. Interest in these sustainable options is rising. However, Jolly says “widespread adoption in retail and widely acceptable costing models have yet to be achieved.”

‘A myriad of factors define what it means for a package to be truly sustainable.’

Arcade Beauty’s Donohue sees the positive, saying, “The future of North America’s sustainable packaging will and must be creative. A myriad of factors define what it means for a package to be truly sustainable. As these definitions are further refined and as regulatory pressures increase, the need for innovative solutions has never been higher.”

At JohnsByrnes, Chapdelaine says, “The future is strong and accelerating. As sustainability standards tighten and brands seek greater accountability, North America–produced packaging will continue to gain momentum. We expect increased innovation in paper-based structures, smarter material usage, and deeper collaboration between brands and suppliers early in the design process. For beauty brands, NA-produced sustainable packaging offers a powerful combination of environmental responsibility, quality, speed to market, and supply-chain confidence that will only continue to grow.”

Arkay’s Goldman agrees, saying, “Based on our customers’ increasing preference for sustainably sourced materials in manufacturing their packaging, we believe the future of NA-produced sustainable packaging is a strong one, and we are excited to continue to be at the vanguard of this remarkable trend.”

Expect Continued Growth in Local Packaging Solutions

MCC’s Vens believes the future will be defined by continued growth in sustainable, locally produced solutions. “This evolution,” she says, “is driven not only by regulation, but also by consumer expectations—particularly among younger generations who actively seek out brands that align with their environmental values. North America–based production will play a key role in supporting this transition through innovation, responsiveness, and responsible manufacturing.”

Gill-Alabaster sums it up, saying, “Yes. As EPR expands and corporate sustainability commitments become more measurable and financially material, regional production will remain strategically important.”

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Beauty Industry News: Here’s our ‘Beauty Buzz’ roundup for April/May 2026—celebrating people
and events in the beauty & packaging industries.

According to the latest beauty industry report from Circana, the U.S. beauty industry ended 2025 with gains across both prestige and mass markets. Prestige beauty retail dollar sales grew by +4%, year over year, to reach $36 billion in 2025. Beauty sales in mass retail saw a dollar increase of 5% to $72.7 billion.

“Despite ongoing economic pressures, beauty continues to outperform many other industries, reinforcing its role as a driver of growth across U.S. retail,” said Larissa Jensen, global beauty industry advisor at Circana—and a member of Beauty Packaging’s Board of Advisors. 

“Since the pandemic,” said Jensen, “beauty remains an accessible indulgence. Beauty gives consumers a way to invest in themselves and support their mental well‑being. This mindset has become a meaningful driver behind its performance. However, while consumers continue turning to beauty products for confidence and self-expression, the dynamics shaping their choices are changing. Brands that lean into value, wellness, and innovation—and respond to evolving behaviors with transparency and purpose—will be best positioned to succeed.”

Makeup remained the largest prestige beauty category in 2025, growing +4%. All prestige makeup segments posted dollar growth, though unit softness in face and eye makeup slowed the pace. 

Hair was the fastest-growing category based on dollar sales in the prestige market. 

Read on for more beauty packaging news.

Diamond Packaging Wins P&G’s Excellence Award

NY-based Diamond Packaging has won Procter & Gamble’s 2025 External Business Partner Excellence Award in the Oral Care category. Diamond was recognized as one of an elite group of 40 suppliers. P&G selected the winners from its extensive network of more than 50,000 external business partners worldwide.

“We are truly honored to receive P&G’s 2025 External Business Partner Excellence Award,” said Karla Fichter, CEO & Owner, of Diamond Packaging. “This prestigious recognition reflects our team’s unwavering commitment to operational excellence, innovation, and partnership.”

The company provides premium packaging solutions across multiple P&G product lines. Its brand partners include Crest and Oral-B oral care products. Also, Gemz, Gillette, Olay, Pantene, Old Spice, Secret, and Vicks.

Jennifer Dean Appointed Head of Beauty Business Unit at Medmix

Medmix has appointed Jennifer Dean as the new Head of its Beauty Business Unit, leading beauty brands Geka and Qiaoyi. She has played a key role in their development during her tenure as medmix’s Chief Financial Officer. She has held the position since the company’s IPO in 2021. 

In her new role, Dean will further develop and refine the beauty portfolio and product strategy. She will “focus on accelerating the growth of the company’s brands and strengthening its market position.”

APC Packaging Celebrates 20 Years of Growing with Beauty Brands

In more beauty packaging news, APC Packaging is celebrating its 20th anniversary in 2026. APC Packaging is a provider of sustainable and innovative packaging solutions for the beauty and skincare industries. Since its founding in 2006, APC Packaging has grown from a small family business into “a globally trusted strategic partner for some of the most respected names in beauty.”

In its 20th year, the company continues to embody its founding promise, “All Points Covered.” APC strives ot deliver end-to-end solutions that empower global beauty brands. The supplier also works with fast-growing indies and visionary startups to bring their concepts to life with confidence.

“Reaching our 20-year milestone is not just about celebrating our history. It’s about recognizing the partnerships and innovation that brought us here,” said Lisa Lin, CEO of APC Packaging. “Our success has always been built on collaboration with our brand partners and a shared vision for a more sustainable future in beauty.” 

Virospack Is Awarded the EcoVadis Gold Medal

Virospack has earned the EcoVadis Gold Medal again. The company achieved a score of 82 points, ranking in the 97th percentile. This score places it among the top 5% of companies assessed by EcoVadis worldwide. This recognition reflects the company’s strong sustainability performance across four key areas. They are: Environment, Labor Practices and Human Rights, Ethics, and Sustainable Procurement. The recognition “reinforces its ongoing commitment to responsible and transparent management.”

Climbing the rungs of the corporate ladder—here’s the latest news about beauty and packaging industry executives in new positions. GPI Beauty is featured in this edition of our “Fast Track” column.

Congratulations in your new role!

GPI Beauty has announced the appointment of Erin Tidwell as Senior Sales Director, West Coast. In this role, Tidwell will drive sales strategy, strengthen key customer partnerships, and support continued growth across the western United States.

Tidwell brings more than a decade of experience across the beauty and retail sectors, with a strong focus on strategic partnerships and commercial development. Most recently, she served as Director of Business Development at Murad for 3 years, where she spearheaded initiatives focused on accelerating brand growth, expanding distribution opportunities, and enhancing revenue performance across key channels.

Earlier in her career, Tidwell spent nearly seven years at IPSY, advancing through various roles, including Director of Brand Partnerships, Senior Brand Partnerships Manager, and Brand Partnerships Manager. During her tenure, she was instrumental in developing strategic collaborations with leading beauty brands and supporting category expansion within the subscription and digital commerce space.

Follow Erin Tidwell on LinkedIn

Welcome to Beauty Packaging Magazine’s April/May 2026 issue!

As I assembled this April/May issue, I was once again reminded of the rapid changeability of the cosmetic packaging world.

In an industry that’s consistent in striving to make people look and feel better, there are fluctuations every year, and around every corner, from cosmetic trends to AI forecasting, to retail or online purchasing, what materials packs are made of, and so much more.

For instance, BP’s contributor, Elle Morris, Senior Brand and Marketing Executive, examines “The Great Middle Market Reset,” addressing how the distinction between mass and prestige beauty has become increasingly fluid. 

For decades, says Morris, the beauty industry operated within a relatively stable hierarchy. Mass brands delivered accessibility and scale, while prestige brands delivered aspiration, elevated materials, and higher margins. Packaging quietly reinforced that divide: heavier substrates, metallic finishes, and elaborate decoration signaled prestige, while simplified structures communicated efficiency and value. Today, writes Morris, “this hierarchy is shifting.”

Across the U.S. beauty market, the traditional line between mass and prestige is rapidly blurring, notes Morris. What is emerging is a powerful middle ground. Mass brands are trading up in design and performance, while prestige brands are strategically becoming accessible. The result is a “structural reset” that is redefining how beauty products are priced, distributed, and perceived.

Recent market data reinforces this shift. According to Circana, domestic mass beauty sales grew faster than prestige during several periods in 2025. This marks the first time in years that the mass channel outpaced prestige growth. In the first half of 2025, mass beauty sales increased roughly 4% to $34.6 billion, compared with approximately 2% growth for prestige. This signals that consumers are increasingly comfortable finding high-performance products outside traditional prestige channels.

Uncovering Trends

Beauty Packaging’s visits to recent B2B trade shows also uncovered lots of cosmetic packaging trends and perceptions. In January, we attended Cosmoprof NA-Miami, the youngest of the industry’s shows. In March, Luxe Pack LA and MakeUp in LosAngeles. Read about current trends—reports from the shows are linked below.

Beauty Packaging’s Publisher, Jay Gorga, and I are now heading to Cosmoprof Bologna for yet another perspective on global cosmetic packaging. We’ll report back soon.

Next up: See you at Luxe Pack New York!

Jamie Matusow | Editor-in-Chief

jmatusow@rodmanmedia.com

IN THIS ISSUE: April / May 2026

Here’s what you’ll find—and more—in Beauty Packaging Magazine’s April/May 2026 issue:

Local Production: If you’re making the shift & sustainability is key, packaging suppliers showcased here can help—Sustainable Cosmetic Packaging Made in North America

Metal Packaging: There’s more than one way to add luster to a package, and beauty brands are exploring them all—Shine on with Metal & Metallized Packaging

Innovations in Applicators & Brushes: Why performance depends on design compatibility, material choice, & the formula—Cosmetic Applicators That Balance Sensoriality with Performance

Trade Show Reports: We attended the latest events to report packaging trends—Cosmoprof Miami Heats Up in Its Third Edition and Luxe Pack LA & MakeUp in LA Thrive in Los Angeles

Enjoy our latest issue!

In the annals of packaging, the twist-up lipstick bullet is canonical. And what’s not to love, it’s easy to use, delivers controlled application, and is convenient to carry. This is why packaging providers have translated the twist-up bullet’s best qualities into innovative, multi-purpose twist-up sticks for color cosmetics and personal care products.

Younger beauty consumers are especially drawn to stick makeup. It’s the fastest-growing segment in Gen Z beauty, thanks in part to the minimalist makeup trend. “Multi-use sticks are especially appealing,” says Cynthia Talavera, Marketing Specialist, APR Packaging Inc. The company offers a variety of recycle-ready, mono-material stick packages. “Forecasters say the market size will double from 2025 through 2032, growing at a CAGR of 10.4%, to reach $6.2 billion. This reflects growth in all types of complexion makeup sticks, including contouring products and highlighters, and skincare and treatment.”

Why Sticks Are So Popular

Why has this packaging format withstood the test of time? “Compared to liquid formulations, stick and solid formats typically require less protection. Also, fewer complex delivery systems are necessary, since the product is often applied directly,” says Stephen Corsi, Vice President Packaging Development, Innovative Beauty Group (IBG). “This simplifies development and enhances portability for the end consumer.”

He explains that there are two main approaches to production: hot-filled or bullet-formed. “For hot-filled formulas, the component must include an enclosed cavity. This allows the product to be poured in and cooled to form the bullet,” he says. “In the case of molded bullets, such as lipsticks, the bullet is pre-formed and then inserted into the component.”

Twist-Up Stick Innovations

IBG launched its patented Halo Dual Twist Stick at MakeUp in NewYork. It features a unique “dual-direction” planetary cartridge mechanism. This integrates with an external carriage that rises and falls in response to the direction the base is twisted. The company works closely with brands to define and often co-develop formulas. This process ensures the resulting stick package is engineered perfectly, and supports the characteristics of the product it houses. 

The company recently partnered with Scrandie Beauty on the Brik Stik, a contour stick designed to deliver precise, targeted application. “The formula was specifically designed to accentuate the package’s geometric form. It is why the bullet itself is crafted in a distinctive rectangular shape,” Corsi explains.

He adds that a defining feature of the Brik Stik is its product-to-pack size ratio. This is achieved through “an exceptionally compact, patented propel-repel mechanism,” he says. And this makes it an ideal for a brand aiming to advance CSR and sustainability goals.

Compatibility & Filling Challenges

There are two common technical challenges with twist-up stick packaging, according to Sue Cheung, Marketing Director, Rayuen Packaging. The supplier specializes in end-to-end stick packaging solutions for cosmetic, personal care, and fragrance brands. Cheung says formula compatibility (where ingredients interact with packaging) and filling integrity (where air entrapment or leakage may occur).

To mitigate those issues, Rayuen uses 100% PP material systems for chemical resistance and performs compatibility testing for every formulation. Its molds are also designed for material flexibility. This enables production in either PP or PE to best match a brand’s formula needs.

“To ensure reliable fills and seals, we optimize bottom-fill designs and rigorously validate performance—like vacuum-hold testing at 0.055 MPa—paired with precision threads and sealing rings,” Cheung says. “This keeps products fresh, secure, and consistent through every use. By solving these challenges early, we help brands launch stick packaging that’s not only beautiful and sustainable—but also technically dependable from production to final use.”

Rayuen’s latest launches are sleek 50- and 70g Refillable Deodorant Stick containers that hinge on a bottom-fill design with a smart refill-and-reuse system, and the Air-tight Foundation Stick, which is engineered with “superior sealing technology” and rigorously tested to hold vacuum for extended integrity. This stick is offered in 5- and 10g sizes with both top and bottom-fill options for manufacturing flexibility. Both packaging configurations are made of 100% PP for easy recyclability and integration of post-consumer recycled (PCR) content.

Purposeful Pansticks

Within the stick category, Marianna Cilauro, Vice President of Sales and Marketing, ICONS America LLC, reports seeing pansticks driving the fastest growth in demand and innovation. 

Panstick packaging is perfect for creamy, high-coverage foundation products. Stick format foundations and concealer products lend themselves well to targeted, direct-to-skin application.

ICONS’ panstick options include top or bottom fill, push-up or twist-up mechanisms, flat and slant tip cups, as well as airtight and refillable designs in sustainable mono-material, recyclable PP, and PET materials. The company specializes in custom packaging design and tooling, partnering with brands to develop one-of-a-kind custom pansticks, featuring recyclable designs, ultra-smooth mechanisms, and trending shapes such as rounded and domed caps and other custom shapes with in-mold embossed or debossed patterns for premium brand identity. 

“While pansticks are a versatile option for most any formulation, they are fast becoming the rising star in sun care packaging,” says Cilauro. “These compact SPF solutions are perfect for on-the-go use, whether at the beach or commuting in the city. Our range of petite pansticks are particularly handy for smaller targeted application areas like lips, nose, top of ears, or under eyes.” 

One of the newest panstick innovations from ICONS is its Mix & Match duo end panstick collection, in recyclable PET material and available with PCR. 

“Each option features a built-in sponge or brush applicator that is interchangeable, removable and washable, delivering hygienic, multifunctional options for ultimate versatility, sustainability and convenience,” Cilauro says, noting that the company also offers a new range of stick packaging incorporating the tactile trend of squishy, pillow-shaped silicone applicators to deliver a soft, blurring effect.

More About Pansticks

Quadpack is also a panstick specialist. Alongside its classic lipstick products, Quadpack’s ShapeUp Stick dispenses the product in a brand-specific shape, thanks to a design plate through which the formula is extruded.

“ShapeUp Stick places customization at the core of the design, reinforcing brand equity, storytelling, and consumer engagement through a memorable, differentiated application experience,” explains Mateia Crippa, Quadpack’s Senior Category Specialist, Makeup.

Quadpack recently unveiled its Linea PP Panstick at PCD Paris. Billed as a stylish packaging solution for makeup brands seeking high-end aesthetics, recyclable materials, and reliable functionality, the stick is made of mono-material PP (PCR PP is also available) and is refillable, with an easy-to-use snap-on system, lowering environmental impact with every reuse. 

“The cylindrical pack features refined 60/40 cap-to-base proportions, creating a contemporary silhouette that adapts easily to a wide range of brand identities,” Crippa says. “Its seamless design allows decoration to take center stage, with full customization options including silk-screen printing, hot stamping, and lacquering.”

The Linea PP Panstick reflects current brand demand for refillable, recyclable stick packaging that does not compromise on design or performance. Designed for makeup formulas including stick foundations, blushes, highlighters and contour products, it has a 10g capacity and is compatible with both top and bottom filling.

French brand Wafe Care recently chose Quadpack’s Multi Stick to package its latest anti-chafing product, Stick Anti-Frottements Naturel. As a purveyor of natural cosmetics for athletes, Wafe Care chose Quadpack’s 30g panstick with green color matching and a matte finish coating. The stick is made of mono-material PP, and is fully-recyclable.

Beauty Stick Packs: New and Noteworthy

L’Oreal Paris has embraced the stick pack with a flurry of recent lip and face color cosmetic launches that emphasize convenience and precision:  

Blurfiller Blurring Lip Contour evolves the look of lip lining, swapping harsh, defined lines for a more modern, elegant, effortless, and enhanced lip look. Available in eight shades, the product’s balmy, crème formula delivers a soft semi-matte finish with a pillowy texture. Its wide domed tip allows the product to glide seamlessly and effortlessly with no tugging, streaking, or messiness.

 Colour Riche Blurred Matte Lipstick is a velvety, modern matte with a balmy, argan-oil infused formula that doesn’t have the dryness associated with traditional matte lip colors.

Lumi Bronze Soleil Bronzing Sticks are cream-to-powder formulas that impart an instant, sun-kissed glow in a convenient, twist-up format.

Lumi Le Glass + Glow Sticks carry on the tradition of the brand’s viral Lumi Glowtion bronzing products with a new skin-luminizing effect that delivers coveted glass skin benefits, all in an easy-to-apply stick format.

Estée Lauder also picked a stick for its new Futurist HydraPlump Lip Balm. This rich balm contains Hyaluronic Microspheres, a HydraBarrier Infusion, and Fruit Oils that plump and smooth lips with an eight-hour moisture payoff. It comes in eight tinted shades that self-adapt to the user’s personal pH.

Twist-Ups for Personal Care

Color cosmetics aren’t the only sector taking advantage of twist-up stick packaging. In addition to traditional deodorants and anti-perspirants, other types of products are available as twist-up sticks. Hair care, suncare, moisturizers, and anti-chafing products are all getting in on the stick pack action. 

Viva Healthcare Packaging offers stick packaging that blends versatility, premium feel, and sustainable design. Offerings range from a 4g lip balm to a 100g wide or tall oval stick. Each of Viva’s top- or bottom-fill round and oval shapes are mono-material polypropylene. Thery are fully recyclable, with the option for 100% PP-PCR. The company’s stick packs feature its award-winning in-mold label decoration for seamless 360° artwork. 

Viva’s work on the Cremo Palo Santo Deodorant Stick earned a 2026 WorldStar award. It showcased how 100% PCR materials can achieve a luxe, high-definition finish with in-mold label decoration. 

Every component of the wide-format stick pack—the barrel, dial, and cap—is 100% PCR PP mono-material to ensure full compatibility with PP recycling streams. It also sports clear, How2Recycle labeling that provides transparent disposal guidance, empowering consumers to recycle correctly.

The package’s premium in-mold labeling is highly durable. The decoration helps the product to resist scratches, peeling, and moisture throughout its lifecycle. Spot gloss, spot matte, and cold foil decoration creates a premium, tactile look and feel while maintaining recyclability.

More Stick Designs

Lombardi Design & Manufacturing also designs stick packaging for the prestige full-size deodorant sector. The company offers its signature, U.S.-made 75ml deodorant case.

“We offer a family of 39mm prestige body sticks in various sizes from 17- to 60m. They are ideal for charcoal and exfoliation face sticks,” says Jack Albanese, Director of New Business Development at Lombardi. “Also, shaving sticks and har wax,” he says. “A range of mono PP racetrack and round sticks are also available from our Asia factories. Sizes range from 20- to 90ml.”  

The company’s stock propel/repel sticks , designed for botttom-filling, use a screw mechanism. “These two attributes require formulas that maintain their physical consistency typical of deodorant and solid sticks for personal care,” he says. 

New Attributes for Sticks

Cosmetic products like foundation sticks often use a “cup” style stick because a screw would crack the bulk. Lombardi’s screw design, however, is different. It has proven to work well with most direct fill/hot poured formulas. “This is particularly true with today’s more natural sticks which can ‘sweat’ upon solidifying, resulting in bottom leaks,” Albanese says. He notes that Lombardi designs its prestige deodorant and body sticks with hermetic seals. These seals are on the top, and more importantly, in the bottom, so no leaks can occur.        

The company’s signature 75ml deodorant case addresses the full embodiment of sustainability. “Being U.S.-Made, there is no ocean shipping emissions or water pollution,” Albanese says. “It is available with 40% PCR using ISCC+ certified chemically renewed PET. And, we produce it with 80% renewable energy.”

Lombardi recently translated its “stick-pertise” into a beautiful package for Clinique’s Chubby Plump & Shine liquid lip color and moisturizer. The 3.9g sticks have the visual nostalgia of a traditional pencil. The user twists the bottom of the package to advance the product through the tip. The package is custom-molded polypropylene. It’s color matched to the various formula shades, and decorated with silver hot-stamping.

“Lombardi was able to apply its solid stick bottom-fill design for a true liquid formula, while maintaining a sealed package,” Albanese concludes.

Read Next—Also in This Issue

Makeup Packaging Trends: Re-thinking Packaging for Today’s Color Cosmetics Market

Editor’s Letter: A Colorful Year Ahead for Makeup

Advancing Skincare: High-Tech Beauty is About to Go Mainstream

Also See: Our Latest Issues