At a Glance: Our Top 20 Global Beauty Companies of 2026 report shows that despite geopolitical and sustainability challenges, tariffs—and more—the global cosmetics and fragrance industry continues to thrive. However, many companies have been reordered, and leadership has changed. Here’s our look at the beauty business’ shifts and successes, and how they pinpoint trends that may affect future growth.

Faced with challenges including pending sustainable packaging legislation, fluctuating tariffs, and ongoing wars, members of the world’s beauty industry supply chain often refer to 2025-2026 as a rough period punctuated by economic and political woes, tariffs, manufacturing disruption, and cutbacks. For many brands—both indie and legacy—Fragrance saved the day with record sales. Read on for our annual ranking in our Top 20 Global Beauty Companies of 2026 report.

According to Scentco, the global fragrance market is projected to reach approximately $61.4 billion to $88.7 billion in 2026, with an estimated 1.2 billion perfume bottles sold. “Growth,” according to Scento, “is heavily propelled by premiumization, online retail expansion, and a younger demographic building diverse ‘fragrance wardrobes.’ ”

Most of all, 2026 success rests on consumers’ ongoing passion for Beauty.

Trading Up

Skincare (now more often containing SPF) continued its popularity, and Haircare generated new and exciting products. With growing interest in medical procedures, select haircare and skincare brands proposed a more clinical direction, in some cases, with beauty tech playing an expanding role. 

Some brands reduced SKUs amid the ongoing global economic complications, but overall, both premium and mass categories reported successes. 

Straits Research reported that the global premium haircare market size is projected to grow from $128.35 billion in 2026, to $252.95 billion by 2034, “with consumers increasingly trading up for products that deliver visible, claims-backed results.”

K-Beauty increased its impact and influence on the global market due to its youthful, fun, and efficacious products, TikTok influencers—and a speedy supply chain.

Bouncing Back

While many brands slid in 2025-2026, two majors on our Top 20 list tied at $15 billion each for annual net sales results. The Estée Lauder Companies, which fell sharply during the year— prompting massive layouts and an aggressive reshuffling plan—bounced back in the 4th quarter of FY 2026, lending a psychological boost to both the industry and investors. 

Stalwarts L’Oréal, P&G, and Coty also underwent major reorganizational changes and employee cuts as they worked to accelerate their comeback strategies, including the use of more influencer marketing. 

Luxe Acquisitions

Some of our Top 20 companies viewed the global and economic disruption as an ideal opportunity for acquisitions. The Estee Lauder Companies’ attempted merger with Puig captured the biggest beauty headlines. The deal ultimately fell through, but could have potentially generated $19.7 billion in revenue. L’Oréal’s $4.7 billion acquisition of Kering Beauté focuses primarily on growing its luxe brands—Creed, Balenciaga, and Bottega Veneta.

In addition, Kimberly-Clark is acquiring Kenvue for $48.7 billion, and Henkel laid out $1.4 billion for Olaplex. Unilever sold its food division to McCormick, so it can focus on its Beauty business.

Looking Ahead

According to Circana, the U.S. beauty industry maintained strong momentum through the first half of 2026. Consumer demand for fragrance, skincare, and self-care-focused products drove growth. Beauty sales rose as consumers continued to prioritize self-care and wellness products. Prestige retail beauty sales rose 7% to $17.1 billion during the first six months of the year. Mass retail sales also rose 7% to $39.2 billion.

While U.S. beauty thrived, several European cosmetic brand leaders, including Beiersdorf CEO Vincent Warnery and L’Oréal CEO Nicolas Hieronimus expressed concerns about newly imposed regulations within the European cosmetics market. They warned that the European cosmetics industry could lose its high-ranking position if the industry is forced to comply with extensive regulations, which other geographic areas do not have to conform to. Their main concern, they say: to safeguard the €180bn beauty industry.

In this quickly changing industry, there may be another contender on next year’s Top 20 list. Avon North America and Avon International recently reunited for the first time since 2016.

See our annual ranking below—and click through to read about each company’s major launches, packaging highlights, business decisions, and more in our report.

Top 20 Global Beauty Companies of 2026—& Annual Beauty Sales

1. L’Oréal——$50 Billion

2. Procter & Gamble——$16 Billion

3. Unilever——$15 Billion

4. Estée Lauder Companies——$15 Billion

5. Henkel——$10.9 Billion

6. LVMH——$9.2 Billion

7. Chanel——$9 Billion

8. Beiersdorf——$8.9 Billion

9. Bath & Body Works——$7.2 Billion

10. Shiseido——$6.2 Billion

11. Coty——$5.9 Billion

12. Puig——$5.9 Billion

13. Kao——$4.6 Billion

14. Kenvue——$4 Billion

15. Natura & Co——$4 Billion

16. L’Occitane——$3 Billion

17. Amorepacific——$3 Billion

18. Mary Kay——$2.4 Billion (est.)

19. Kose——$2.2 Billion

20. Clarins——$2 Billion

Report Data

The Top 20 companies in this report were analyzed based on FY 2025-26 data. Annual reporting dates varied. Wherever possible, data on packaging and sustainability are provided. Figures for companies outside the US are based on the exchange rate for the fiscal year on the day it ended. Estimates are provided in some cases where full disclosure was not available.

Expect Growth for Cosmetic Packaging 

The year was also a boon for beauty suppliers—and growth is expected to continue.

According to Research and Markets, the Cosmetic Packaging Market 2026–2032 will grow to $38.77 billion in 2026, and $53.43 billion by 2032. This report also predicts that brands will redesign for lower material intensity, mono-material recyclability, recycled content, refill systems, and omnichannel logistics. AI will accelerate design, planning, inspection, and maintenance.

Welcome to Beauty Packaging Magazine’s Oct/Nov 2026 issue!

We’re likely all familiar with Leonard Lauder’s take on the unwavering cosmetic industry when he noted that beauty consumers sometimes switch their preferences in a time of economic and geopolitical uncertainty. They may not buy as many expensive creams, but they’ll still hover over products that make them feel good, even if it’s a lipstick or eyeliner. It might be an expensive lip balm or pencil, but still… Or they might instead be drawn to more sensuous luxe fragrances in exquisite bottles, rather than another monogrammed designer handbag. 

Along these same lines, I recently heard an industry executive describe Beauty as “a non-discretionary, recession-proof industry.”

These conclusions came to mind as I was researching data for our annual report on the Top 20 Global Beauty Companies. This process is always an exciting, insightful look at the workings of international beauty brands and what drives them forward—from corporate executives to scientific know-how, expert marketing to extraordinary vision. It’s also fascinating to see the areas where trends lie, such as in consumers’ desire to combine wellness and beauty, the advent of on-the-go small sizes, or perhaps most notably, a passion for scent, with Fragrance becoming a must-have for many this year—and so, boosting the bottom line, in general. Not to mention the seemingly quick, powerful impact of K-Beauty in driving the global retail marketplace, from formula to pack to TikTok marketing.

It was also interesting to see how Sustainability has become a “must” in packaging design, from pumps to jars, deco to shipping, especially as global legislation takes effect. What was once an attribute of indie brands’ DNA has become a global requirement for many.

Packaging is Playing a More Critical Role

And packaging is playing a more critical role than ever as sustainable components and refined formulations evolve.

As Irina Mazur, Chief Commercial & Marketing Officer, Revieve, writes in her Expert’s View (see BeautyPackaging.com), “Packaging is increasingly becoming the place where scientific credibility meets consumer confidence… because in the next chapter of beauty, packaging won’t simply tell consumers what a product is. It will help them understand why it’s right for them.”

You’ll discover more on trends and innovation in this month’s report on the latest packaging showcased at MakeUp in NewYork, and in next month’s review of Luxe Pack Monaco. They’re sure to be eye-openers.

Jamie Matusow | Editor-in-Chief

jmatusow@rodmanmedia.com

IN THIS ISSUE: October/November 2026

Here are highlights from Beauty Packaging Magazine’s Oct/Nov 2026 issue:

• See who made the cut—our annual ranking of the Top 20 Global Beauty Companies shows that the global cosmetic and fragrance industries are thriving, despite challenges.

• With more than 5,000 attendees, MakeUp in NewYork Drew a Record Crowd at the Javits Center on Sept. 16-17.

• As formulas advance, Skincare Packaging is Working Harder as it dispenses, protects, and applies an increasingly diverse range of products.

• Is Mono-Material Packaging Beauty’s Next Sustainability Shift? It’s gaining momentum among brands keen to meet sustainability goals.

• This year’s Cosmoprof & Cosmopack in Las Vegas in July drew 950 exhibitors showcasing finished products and packaging—representing all sectors of the beauty business. Here’s our full report.

Enjoy this issue!

At a Glance: Sustainability and Premium no longer have to be competing objectives due to advances in mono-material packaging for cosmetics. Read on for breakthrough types of mono-materials—and discover the many advantages of mono-material packaging. From sorting to recycling, this type of sustainable packaging solution delivers the aesthetics, usage, and regulatory requirements that beauty and personal care consumers are looking for.

Amid growing pressure to reduce packaging waste and improve recyclability, mono-material packaging for cosmetics is emerging as an increasingly important design strategy for beauty brands. For consumers, simplified mono-material packaging structures make products easier to sort and recycle. For brands, they offer an opportunity to respond to evolving regulatory requirements. In addition, consumers have heightened sustainable packaging expectations. Mono-material designs deliver these benefits without compromising performance, protection, and aesthetic appeal. And these qualities are essential for beauty and personal care products.

“One of the key advantages of mono-material packaging is reduced material complexity,” explains Melanie Gaudun, Manager, Business Development and Marketing at Viva Healthcare Packaging. “When the primary components are made from the same polymer family, there are fewer different materials to separate during recycling.”

Lisa Huett, Director of Sustainability & ESG at Pretium Packaging, says, “Mono-material packaging can also help brands support sustainability goals. It simplifies reporting requirements, and provides greater clarity around material composition as regulations and EPR programs continue to evolve. “It also gives packaging teams a more straightforward starting point for evaluating recyclability, compliance, and long-term packaging strategies. This is why we’re seeing increased interest across the beauty and personal care market.” 

Consumer participation is an important part of the equation, according to Gaudun. “When a package is designed for the intended recycling stream, keeping compatible components together—for example, keeping the closure on the package—can make disposal more intuitive for consumers,” she says. 

Sustainability With a Premium Aesthetic

A common misnomer about mono-material packaging for cosmetics is that it can’t look upscale.  

At Pretium Packaging, which maintains an extensive portfolio spanning mono-material bottles, jars, and closures in PET, HDPE, and PP, Jessica Ransburg, Director of Market Development, Personal Care, reports seeing growing opportunities to use mono-material solutions as a foundation for premium aesthetics. 

“Historically, one perceived drawback of mono-material packaging has been the belief that brands must choose between sustainability and premium aesthetics,” she says. “Some packaging applications also require specialized barrier or performance characteristics that may influence material selection. However, for many beauty and personal care products, those concerns are increasingly being addressed through better design and engineering rather than more material complexity.”

She also points to the role of texture as a sustainable design tool. Molded-in texture, embossing, debossing, thoughtful color selection, and other decoration techniques are examples.

“Rather than asking, ‘What do we have to give up in order to be more sustainable?’ brands increasingly have opportunities to achieve both sustainability and differentiation,” Ransburg says. “That’s where collaboration becomes critical, helping transform packaging from a compliance exercise into a catalyst for growth.”

Mono-material Sticks, Tubes, & More

Likewise, Viva has extensive experience combining mono-material structures with high-impact decoration, including in-mold labeling, water-transfer decoration, vacuum metallization, premium spray finishes, soft-touch effects, and other decorative techniques.

Gaudun says Viva’s range of mono-material PP sticks, tubes, applicators, closures, and refillable jar systems gives brands ample opportunity to pursue a more streamlined material structure while still achieving the distinctive, premium packaging they need for the visual impact that will differentiate their products.

Viva’s latest mono-material brand collaboration was with Cheeky Aluminum-Free Deodorant, and highlights how packaging can become an extension of a brand’s identity rather than simply a container for the product. 

Viva provided the company with an oval 2.65-oz mono-material PP wide deodorant stick. The package features in-mold label (IML) decoration on both the barrel and cap. This creates a seamless, integrated appearance across the entire package. The wide format also provides a substantially larger decorating canvas than a traditional round or oval stick.

“The package was particularly well-suited to the brand. Its wide profile gave the packaging a strong role in the product’s visual identity,” Gaudun explains. “The anime-inspired graphics extend 360 degrees around the package, from the bottom of the barrel to the top. It creates a bold, continuous design. We color-matched the resin to the artwork, further integrating the package, decoration, and overall design.”

The Promise of Paper

A paper-based mono-material configuration can deliver structurally strong bones on a package’s front end and on its recycling back end. With Extended Producer Responsibility (EPR) regulations becoming a more significant part of packaging conversations, Wynalda Packaging has seen steady demand for 100% paper-based packaging over the past several years.

Kaelyn Van Wyhe, the company’s Lead Generation Specialist, says paper packaging has two distinct advantages. First, consumers easily recognize it as recyclable. Second, there’s a well-established collection and recycling infrastructure for many paper-based formats. “A well-designed paper-based package can keep the packaging components within the paper recycling stream,” she says. 

Beyond recyclability, paper and paper-based solutions like molded pulp, engineered paperboard or corrugated/fluted inserts (used as alternatives to thermoformed plastic or foam inserts) can offer significant design flexibility. “Brands can incorporate recycled content and reduce plastic while still achieving the structural performance, decoration and premium presentation that are particularly important in beauty and personal care packaging.”

One solution Wynalda has seen particularly strong demand for recently is a rigid box with a molded pulp insert. Especially popular for the fragrance category, Van Wyhe says this combination provides the premium look and feel of a rigid box with a molded pulp interior designed to securely hold and protect the product, while keeping the packaging paper-based.

Wynalda Partnered with Dr. Squatch

Wynalda recently developed and produced a 100% paper-based rigid box and molded pulp packaging system for Dr. Squatch’s Cologne Discovery Pack, which Van Wyhe says demonstrates that sustainability and premium presentation do not have to be competing objectives. 

The presentation’s rigid chipboard box features a custom molded pulp insert engineered to securely hold and present the cologne products. The molded pulp insert is finished with a printed paperboard mask, which provides additional branding and decorative space.

The secondary packaging system consists of three paper-based components: chipboard, molded pulp, and paperboard. Van Wyhe says this configuration allows for the creation of a cohesive, 100% paper-based solution without relying on a traditional thermoformed plastic or foam insert.

The rigid box features an embossed paper wrap designed to recreate the distinctive texture found throughout Dr. Squatch’s broader packaging, helping the Cologne Discovery Pack maintain a strong connection to the brand’s visual identity.

Targeted hot foil stamping delivers an elevated, refined look while enabling the primary structural components of the package to remain paper-based. 

The Power of Plastics

There are few mediums that offer the design flexibility of plastic. This is especially true for mono-material packages made of PE, PP, or PET.  

HCT offers three mono-material color collections in its stock library. Each has unique characteristics that work together to create a cohesive family, while remaining fully recyclable. The first is the Pure Line and the Block Line in all PET. The second is all PP, and the third is all metal.

Additionally, several of the items within the company’s Nora Line are mono-material PP. “The complexion stick, wide format stick, and compact have the sleek rounded edges. Customers have come to know and love this look from the Nora Line. Plus, it has the added benefit of recyclability,” comments the company’s Denis Maurin, President, Innovation & Strategy. “At HCT, our sustainability principles are laid out within our 4R’s strategy: Reduce, Reuse, Replace, Recycle. Consistently innovating mono-material packaging for cosmetics plays a huge role in our well-rounded strategy.”

One of HCT’s more recent innovations is one of the only oval refillable and fully recyclable sticks on the market–the Oval Refillable Stick. “The intuitive refill system makes it extremely user-friendly. It’s comprised of mono-material PP,” Maurin says. “To delve further into sustainability, the refill component can be made from PHA and paper pulp, a 100% bio-sourced material.” 

Mono-Material Lipstick Cases

For brands seeking mono-material lipstick configuration, Allstar Packaging Corp. offers mono-material lipsticks in PET, PET PCR, PP, or PP PCR material in a 0.15 oz/4.5 g size.

Michelle Wu, the company’s Regional Sales Manager, says the patented design features a refillable inner tube option available in PET or PET PCR, providing brands with a uniquely eco-friendly choice.

Mono-material Airless Solutions & More

A major focus for APC Packaging, whose mono-material capabilities include packaging and components designed primarily around PP, PE, and PET, is simplifying traditionally complex beauty packaging. Pumps, droppers, and airless systems can contain multiple materials and make recycling more challenging. “By engineering these systems with fewer materials—or, where technically possible, predominantly one material family—we can help brands improve recyclability. But we maintain the performance and aesthetics expected in prestige beauty packaging,” says the company’s Rick Ponte, VP of Project Engineering.

APC’s mono-material solutions span jars, bottles, closures, airless packaging, droppers, tubes and dispensing components, and Ponte says the company is particularly excited about continuing to develop its mono-material dispensing systems, including its Mono-Material Dropper System and mono-material/refillable airless solutions.

“Traditional droppers can contain several different materials, including glass, elastomers, plastics, and other components,” he explains. “APC’s development approach is focuses on simplifying that construction while maintaining the controlled dispensing, product compatibility, and premium consumer experience beauty brands require.”

The company continues to expand its PP-based jars, bottles, and closures. Some options incorporate PCR content, allowing brands to combine simplified material construction with reduced use of virgin resin.

APC Collaborated with Origins

Origins recently worked with APC to develop a mono-material jar solution. The package utilizes a simplified material approach designed to support the brand’s sustainability objectives while maintaining the appearance, functionality, decoration, and consumer experience required for prestige skincare. 

“For skincare brands, packaging has to accomplish several objectives simultaneously: protect the formula, deliver the desired consumer experience, reinforce the brand’s visual identity, meet manufacturing requirements, and support increasingly important sustainability goals,” Ponte explains. “A mono-material or simplified-material package can help bring those objectives together.”

The goal, he continues, is not sustainability at the expense of performance. “APC’s approach is to engineer packaging where sustainability, functionality, aesthetics, manufacturability, and cost are considered together from the beginning of development,” Ponte says. “That is ultimately where we believe the beauty packaging market is heading.”

The Road Ahead

Package sustainability is no longer an “if” but a “how.” Conversations between brands and their packaging suppliers are happening earlier in the development process. And the questions asked by brands are deeper and more nuanced.  

“Beauty brands are no longer simply asking, ‘Do you have a sustainable package?’ They are asking much more specific questions. They want to know about material composition, recyclability, and more. They’re asking about PCR percentages, refillability, component separation, package weight, and end-of-life considerations,” says APC’s Ponte. “We are also seeing sustainability discussions much earlier in the development process. Instead of evaluating sustainability after a package has already been designed, more brands are establishing sustainability requirements at the beginning of a project.”

“What’s particularly interesting is the nature of the questions brands are asking,” agrees Pretium’s Huett. “More [brands] are seeking clarity around whether their current packaging qualifies as mono-material, how it aligns with recyclability expectations, and how evolving regulations or EPR programs may affect their packaging decisions. That tells us the conversation is maturing. It’s moving beyond simple sustainability claims toward a deeper understanding of packaging composition and end-of-life considerations.”

Viva’s Gaudun also notes that sustainability is increasingly being evaluated alongside design, product compatibility, sourcing, decoration, functionality, and cost. It’s not considered a stand-alone packaging objective because brands want solutions that work across all of these considerations.

“Rather than simply asking for a ‘sustainable package,’ brands are looking for packaging solutions that address specific challenges. But the package still has to deliver the performance and visual impact their products require,” she says.

And as brand curiosity climbs, relationships between packaging suppliers and brand partners will shine. “Packaging partners will be helping [brands] navigate that complexity with confidence. And brands will make decisions grounded in both sustainability goals and real-world packaging performance,” Huett concludes.

At a Glance: Suppliers are offering new types of skincare packaging for face creams, eye serums, treatment products, and more. As the skincare market grows and formulas evolve, packaging is rising to the challenge. Here’s what’s new.

The skincare market is thriving as one of beauty’s strongest-performing categories in 2026. This growth is driving demand for new types of skincare packaging and applicators. 

Circana reports that skincare was the fastest-growing prestige category during the first half of 2026. Sales rose by 9%, and units are up double digits. Skincare also outperformed the mass beauty market.

Core facial skincare routines are driving the category’s health, reports Larissa Jensen, SVP and global industry advisor at Circana. (Jensen is also a member of Beauty Packaging’s advisory board.) “Face cream, facial cleanser, and eye treatment all posted solid growth. This demonstrates ongoing consumer investment in daily treatment and maintenance regimens,” Jensen explains.

Earlier in the year, Circana reported that face creams, serums, and eye treatments drove most of prestige skincare’s first-quarter growth. Clinical brands captured more than one-third of prestige skincare dollar sales. This points to the growing importance of science-backed positioning and treatment-focused products. 

As products become more specialized, packaging formats are evolving. 

“One of the biggest trends we’re seeing is skincare blurring with other categories. These include suncare, haircare, color cosmetics, and nutraceuticals,” says Moira Stein, Insights & Strategy at Berlin Packaging. “Skin-first formulations are popular. And ingredients like hyaluronic acid, niacinamide, and ceramides are showing up in scalp serums, lip balms, sunscreens, and more. Packaging formats are evolving alongside these product formats. Examples include hair serums, sunscreen sticks, and precision applicators with needle-nose tips, roller balls, and massage heads.”

Suncare is one example. Prestige suncare sales rose 19% during the first half of 2026, according to Circana. The company reports that consumers are prioritizing preventative skincare, which is fueling demand for SPF-containing products. 

Rituals is one brand combining skincare benefits with sun protection, showing how the category is evolving. The Ritual of Karma Stick Sun Protection SPF 50+ is a non-sticky, transparent moisturizing formula with the brand’s Hydro-Boost technology.

Liana Cook, Vice President of ABA Packaging, says many brands are expecting more from skincare packaging. 

“One of the biggest changes we are seeing is that skincare brands are asking packaging to do more. The package still needs to look beautiful and reinforce the brand’s positioning. But brands are also paying much closer attention to functionality, formula compatibility, sustainability, dispensing performance, and speed to market,” Cook says. 

As formulas advance, Cook says choosing the package also requires a close look at the product inside. 

“As skincare formulations become increasingly sophisticated, the relationship between the formula and the package becomes even more important,” she says. “We believe in a ‘formula first, package second’ approach.”

Cook explains, “Before recommending a packaging system, we want to understand the viscosity of the product, formula sensitivity, desired dosage, and how the consumer is expected to use it. The package can’t simply look good. It has to perform properly with the product inside it.”  

Skincare Still Relies on Airless Packaging Solutions

Airless packaging continues to answer many of these needs, especially when formula protection and controlled dispensing are priorities. 

“Airless bottles and jars are still as popular as they have always been,” says Kristen Cohen, Senior Manager of Marketing at PKG Group. 

Cohen says brands value airless packaging systems. No air re-enters the package once it’s sealed, helping to protect the formula from pollutants. Airless systems also offer precise dosing and full evacuation.

“Airless components are more a necessity now than ever,” Cohen says. “With sensitive formulas on the rise, brands learn the benefits of an airless system as opposed to a dip-tube package. Once sealed, the airless package keeps the formula fresh by preventing air from re-entering the package. It also allows for a complete dispense of the formula.”

Skincare brand Crystal Clear recently switched to airless packaging. In April 2026, the brand announced it was relaunching several of its formulas in new airless packaging. The brand wanted reduced air exposure, controlled dosing, improved product evacuation, and more hygienic application.

Lumson also sees a continuing demand for airless packaging. The supplier offers an extensive portfolio featuring pouch technology designed to protect formulas from air and external agents. 

The range includes bottles and jars from 15 to 100ml, with options in plastic, glass, paper, and aluminum. The different systems can accommodate formulations ranging from high to low viscosities.

Silvia Losacco, Marketing Department, Events & Communication Specialist at Lumson, says brands continue to choose airless for “highly customized solutions that combine quality, performance, and aesthetic refinement.”

Airless Solutions are in Demand

The team at Berlin Packaging sees a similar demand. “Airless packaging remains very popular,” Stein says. 

Berlin’s Airglass collection includes airless bottles and jars in travel and full sizes. The company offers slim and standard silhouettes, with a variety of decorating options. Berlin also offers refillable options. Its Airtight Refill collection translates the Airglass design into PET and is available in post-consumer recycled plastic.

ABA also offers several airless packaging designs. Its “Aspen” and “Sage” are mono-material airless systems in sizes ranging from 15 to 50ml. Its Leah PP airless family ranges from 7.5 to 150ml.

“Airless packaging continues to be an important category for skincare,” Cook says. “Controlled dispensing and limiting exposure to air are important considerations for serums, treatments, and eye products.”

Airless packaging isn’t replacing all other formats. Brands are still choosing conventional jars and tubes for many skincare products. “Traditional jars are extremely popular,” Cook says, adding that premium glass jars work well for creams, masks, balms, and other treatment products. “The weight and feel of glass can immediately communicate quality to the consumer.”

Cook adds, “We don’t really view it as an airless bottle versus a typical jar. The best package depends on the formula, dispensing requirements, brand positioning, and the experience the brand wants to create for its customer.”

Precision Packaging Becomes Part of the Treatment

Packaging is also playing a bigger role in how consumers apply skincare, especially as clinical and treatment-focused products gain momentum.

Verena Regina Fiori Ferreira, Global Marketing & Digital Director at Virospack, says the supplier has seen a clear shift over the past year. There’s a move toward “more clinical, professional, and efficacy-driven beauty,” particularly in skincare. 

“Consumers are becoming more educated about ingredients, skin concerns, and treatment routines. And brands are increasingly positioning their products closer to dermatology and professional care rather than traditional cosmetics,” Ferreira says. 

She also notes that beauty consumers are becoming more familiar with med-spas and in-office treatments, including injectables and lasers. Skincare brands are responding by using professional-sounding language for product claims. Popular terms include lifting, collagen stimulation, skin regeneration, and post-procedure maintenance. 

This shift is affecting packaging in various ways. “We are seeing greater demand for precision, controlled dosage, and targeted application. Packaging needs to support the efficacy and credibility of the formula,” Ferreira says. 

Virospack’s syringe-inspired push-button droppers are one example. Ferreira says the format can reinforce a professional, dermatological positioning while also delivering a precise dosage and application experience. 

Nuon’s High-Tech Packaging Solutions

Nuon Medical is taking treatment-focused packaging even further. 

“The biggest shift we’ve seen is brands moving away from packaging as a pure vessel—and toward packaging as part of the product experience,” says Zainab Ait Messaoud, Marketing Manager at Nuon Medical.

Ait Messaoud says that a year ago, many conversations with brands began with requests for a light-up cap to add shelf appeal. Today, the requests are more functional.

“Brands are asking us to integrate real functional technologies. These include phototherapy, cooling, microcurrent, and vibration. We’re integrating these directly into the applicator or cap, so the packaging will actively deliver or enhance the formula’s benefits at home,” she says. 

Nuon is also receiving more requests for multi-technology tools rather than single-function devices. For example, one applicator might combine cooling with an ion-conducting tip or pair vibration with phototherapy.

Nuon’s Precision Serum Applicator combines red light therapy, microneedling, and EMS with automatic serum dispensing. 

“Rather than applying serum separately and then using a device, the tool delivers the formula directly as it’s used. Red light and EMS support skin renewal and tone, while microneedling helps the serum penetrate more effectively,” Ait Messaoud explains. “It’s designed to turn a multi-step routine into one simple, complete at-home treatment.”

Nuon’s Vitality Eye Applicator (shown above) targets the eye contour area. It pairs red light therapy and EMS with a squeeze tube for manual, zero-residue dispensing. “Both are part of our applicator collections. We developed the line to meet the growing demand for tools that combine active technology with built-in product delivery,” Ait Messaoud says.

La Roche-Posay’s Massage Roller

La Roche-Posay’s Hyalu B5 Eye Serum is another example of how an applicator can add to the treatment experience. The serum features a massage roller applicator that delivers a cooling, soothing effect as you apply the product around the eyes. The formula includes two types of hyaluronic acid, plus a complex of caffeine, niacinamide, and Hepes.

Clinical Looks Meet Brand Differentiation

As skincare becomes more science- and treatment-focused, clinical cues still influence package design.

RéVive Skincare demonstrates the trend with its 2026 brand update. The science-driven luxury skincare brand introduced new technology and enhanced formulas. Its refined packaging system is inspired by laboratory science.

The new design features RéVive’s signature green more prominently. Lab-inspired silhouettes reinforce the brand’s science-led positioning.

Berlin is seeing similar clinical cues for skincare packaging. “Today’s consumers are increasingly influenced by medical-grade formulations and clinical credibility. We’re seeing many clean, clinical design cues, including white packaging and minimalist branding,” Stein says.

Berlin created custom packaging for Doft New York that combines a clinical look with understated luxury. The glass bottles and jars feature a soft heel that complements the soft shoulder of the custom plastic caps. Together, the components form an ovular silhouette rather than the standard round profile common in skincare.

“We sprayed the bottles and jars using a soft white to achieve a clean, clinical aesthetic. We added a gold medallion on the cap for an elegant finishing touch,” Stein says.

Translucent Looks, Subtle Color, & More Design Trends

Virospack sees demand for translucent materials and finishes. Ferreira says the look aligns with skincare brands’ increasing focus on simplicity and transparency. Virospack has developed translucent PP caps for its droppers, designed to complement the premium, translucent look of glass bottles.

Using subtle color is one way to keep a minimalist package distinctive. “Rather than move toward completely transparent packaging, we see an opportunity for brands to combine translucency with carefully selected color accents,” suggests Ferreira. “Packaging will convey a clean and contemporary feel while remaining highly recognizable and ownable for the brand. It will also improve recyclability,” Ferreira says.

Cook agrees that the clean skincare aesthetic doesn’t have to mean plain packaging. “Brands are using custom colors, frosted and tactile finishes, and selective metallic accents. These details create differentiation while maintaining a premium look,” she says.

ABA offers decoration techniques including spraying, frosting, silk screening, hot stamping, metallization, anodizing, embossing, debossing, and labeling.

“Glass and aluminum are especially interesting because decoration can completely change the personality of the package,” Cook notes. “The same stock container can become clinical and minimalist for one skincare brand and luxurious and highly decorative for another.”

ABA also sees more brands creating cohesive packaging families. Bottles, jars, droppers, treatment packages, and closures are being designed to look related on the shelf—and on social media.

Customization doesn’t always require developing a completely custom package. “One trend we think is particularly important is customization without unnecessary complexity,” Cook says.

ABA works with brands to customize premium stock glass, aluminum, airless, and dispensing packages using decoration and component selection. Cook says this approach can help brands balance a premium appearance with development costs, minimum order quantities, lead times, and speed to market.

Playful Packaging Succeeds on TikTok

Berlin sees another design direction emerging as younger beauty consumers gain influence. “As Gen Z continues to gain influence and Gen Alpha comes of age—entering the marketplace earlier than any other generation—we’re seeing more products and packaging geared to these younger consumers,” Stein says.

“They’re digitally savvy and influenced by social media. Aesthetically unique designs and playful packaging that encourages sharing will attract attention on platforms like TikTok and Instagram,” Stein adds.

Berlin provided stock packaging and custom decoration for Heavenly Skincare, a new brand targeting Gen Z.

The team at PKG Group says some brands are moving toward simpler decoration. “We have seen brands using less deco, such as vacuum metallization and spray,” Cohen says. “Customers seem to be moving toward simpler decorations. In-mold color for bottles and pumps is one example,” she explains.

Cohen also notes a rise in requests for polypropylene components, which ties into another continuing priority for skincare packaging: sustainability.

Sustainability Is in the Packaging Conversation

“Sustainability has moved from being a special request to becoming part of the packaging conversation earlier,” Cook says.

But experts emphasize that “there isn’t one sustainable solution that works for every skincare brand or every formulation. We work with customers to evaluate sustainable packaging options while also considering product protection, decoration, manufacturing efficiency, cost, and supply requirements,” Cook explains. 

ABA offers brands several materials. Glass remains a top choice for skincare because it’s recyclable, looks premium, and is compatible with many formulas. Aluminum is also highly recyclable and offers extensive design and decoration possibilities. In plastics, ABA offers mono-material airless systems and PCR options.

“The important thing is to look at sustainability practically and holistically,” Cook says. “The package still has to protect the formula, function properly, and make sense for the brand and its supply chain.”

The team at Lumson says it’s important to balance design, performance, and sustainability throughout package development. The supplier’s options include mono-material designs, lightweight packages, and refillable formats. Lumson’s airless systems are designed to facilitate component separation at end-of- life for proper recycling. Lumson also offers aluminum, paper, and PCR materials.

One of Lumson’s latest launches is FREE PUMP. The metal-free pump earned RecyClass certification and is fully compatible with the PP recycling stream.

PKG Group is also seeing brands prepare for the future of sustainable packaging by considering recycle-friendly plastic materials, metal-free pumps, PCR, and refill systems. “We offer many types of eco-friendly packaging and our catalog is always expanding,” Cohen says.

PKG Group offers mechanically and chemically recycled PCR options, along with refillable packaging such as its EZ Rotate Airless, Eco Dual Cylindrical line, and Glass Dual Light. Cohen says they now offer more than 20 refill packages, and in some cases the pump can be reused.

Upcycled Materials Are Meeting Sustainable Packaging Demands

Berlin Packaging is exploring upcycling as another option. Its new XOCO material combines natural fillers derived from discarded hazelnut shells with a polypropylene base. The material can be used for functional and decorative components, including pump covers, collars, droppers, jar caps, and accessories.

“It meets industrial requirements for torque resistance, snap-fit reliability, and chemical compatibility,” Stein says. “We’re transforming recycled agricultural waste into functional, durable, recyclable packaging components.”

As skincare evolves, packaging needs to keep pace. Airless systems protect sensitive formulas and improve dispensing. Precision applicators are changing how treatments are applied. New technologies are beginning to make the package part of the skincare experience itself.

At the same time, suppliers face the challenge of delivering new types of skincare packaging with functional benefits that look distinctive, meet sustainability goals, and are compatible with increasingly sophisticated formulas.

For skincare brands, choosing a package is becoming less about finding a container—and more about finding the right delivery system for the product inside.

At a Glance: The aisles at Javits Center were crowded at MakeUp in NewYork 2026. Attendees and suppliers were busy talking over details regarding makeup and skincare launches, and the packaging choices most suitable as far as sustainability, legislation. And of course, trends and consumer desire. Here’s a rundown of some of the inspiring products we saw from exhibitors at the show.

MakeUp in NewYork 2026 (MUNY) launched its 15th edition at New York’s Javits Center on September 16-17, as the show reached a 3-year high with a record number of visitors. With more than 5,000 attendees, it was up 9% over 2025. Participants came from 46 countries and 42 U.S. states.

There were 163 exhibiting companies from 13 countries, 55 industry speakers, and 14 on-site conference sessions. In addition to the U.S. crowd, many others had traveled from South Korea, Italy, China, Taiwan, France, and Japan.

According to a MUNY spokesperson, attendees were well-qualified. Nearly one visitor in two held a C-level role, 30% were C-suite founders and partners, and 18% were functional directors (marketing, sales, R&D, purchasing). Two in five visitors represented a beauty brand, “making the show floor a direct line to the sector’s buyers and product decision-makers.” Skincare and makeup drew the most participants, ahead of bodycare, haircare, and fragrance.

Asmaa Cherraf-Bonneville, MakeUp in NewYork Show Director, told Beauty Packaging, “MakeUp in NewYork has always been more than a marketplace, it’s where the industry comes to read what’s next. This year, the program looks straight at the forces reshaping beauty: AI moving from the lab to the shelf, the growing crossover between beauty and health, and a new generation of key players redrawing the map.”

The IT Awards 2026

This year’s Innovation awards hit a record of over 100 entries, from which 6 finalists were selected across four categories, plus two special prizes, the Ready-to-Market and Full-Service IT Awards.

Show Floor Talk

As mentioned, the leading beauty categories covered at the MakeUp in shows are skincare and cosmetics, and September’s edition followed the precedent. Packaging and delivery solutions also drew the spotlight. There’s also been a trend toward providing an exacting application of products. This satisfies consumers’ goals of targeting products, from the quality of a spray, to exacting drops of solutions and creams, to experiencing the sensuality of the sprays’ contact with skin.

Makeup and skincare products continue to merge, with a combo of nurturing and coverage benefits—especially SPF—and color, adding up to a perfected “no-makeup” look. Eye and lip products emerged in pencils, liners, gels, and pots. Portability is also key, and a variety of tubes encompasses full-size to mini.

As usual, sustainability dominated many conversations as suppliers continue to evaluate legislative goals, and consumers become more aware of how brands are striving to meet these regulations. Both “Made in America” and global supply chains continue to be key topics. In this vein, there were also announcements of companies that had joined together to provide these resources, such as the sale of New York’s Lombardi Design & Manufacturing to Italy’s Lumson Primary Cosmetic Packaging Industries (see page 10 of Beauty Packaging and beautypackaging.com). 

In another transaction formally announced at MUNY, Garrett Hewitt International joined with APC Packaging, both now part of the Novvia Group.

Several other suppliers are collaborating on joining forces to take advantage of one another’s specialty skills and manufacturing capabilities.

Up Close with Exhibitors

Following is a rundown of some of the suppliers and highlights we spotted at MakeUp in NewYork 2026, as Beauty Packaging’s publisher, Jay Gorga and I, paid visits around the show floor. Companies are arranged in alphabetical order.

ACT Beauty

ACT Beauty exhibited at MakeUp in NewYork 2026 for the first time. In addition to its premium packaging, accessories and lifestyle products, the group is structuring its full-service makeup and skincare offering by combining formulation, sourcing, accessories, packaging, quality management and regulatory oversight.

Its expertise includes the design of premium packaging, the creation of cosmetic accessories (brushes, sponges, pouches, tools), the development of lifestyle textile and luggage collections for retail and promotional use. ACT Beauty supports its clients from concept to market launch, in France and internationally, through operations in France, China, India and Turkey.

Social responsibility is at the heart of its identity. Awarded the EcoVadis Platinum Medal since 2021 (99%), the company operates its ACT OF CARE program, ensuring the use of certified materials (GRS, GOTS, FSC®), socially audited production sites and full supply chain traceability. Its BIEN FAIRE label gives clients complete visibility into production, accessible via QR code. ACT Beauty also integrates low-carbon logistics solutions and energy self-sufficient warehouses. As a signatory of the United Nations Global Compact, the company is committed to a sustainable development approach.

The group does not operate its own manufacturing facilities and deliberately embraces this model. Instead, it relies on a carefully selected network of specialized partners, chosen according to the specific requirements of each project and the type of formulation sought — hybrid makeup, innovative and multisensory textures, lip products or skincare formulas, with centralized in-house management at every stage, supported by multidisciplinary teams (sourcing, quality, design, logistics, etc.) to secure the entire process through to the finished products.

Anisa International

Anisa International showcased its brush assortment at MUNY. Anisa Telwar Kaicker, Founder & CEO, is a female-founder and a global leader in cosmetic brush innovation and manufacturing. At MakeUp in NewYork, she highlighted the company’s collection of “new and dependable” makeup brushes.

For over 30 years, Anisa has partnered with leading beauty brands to develop patented, high-performance beauty tools “through responsible manufacturing, exceptional craftsmanship, and sustainable practices that elevate both product performance and consumer experience.”

One of Anisa’s highlights at MUNY was company’s new Multi-Level Retractable Brush, which combines 3 shapes into one retractable brush, offering multiple options. The compact format allows for premium brush performance in an easy-to-use, on-the-go solution, which remains protected and hygienic, thanks to its enclosed design. A unique twist technology transforms the brush profile, enabling consumers to customize it to their needs. (See more on Anisa at BeautyPackaging.com).

APC Packaging

Big news at MUNY was that APC Packaging recently joined forces with Garrett Hewitt, both as part of Novvia Group.

This year marks APC’s 20th anniversary of offering sustainable packaging solutions for the beauty and skincare industries.

One APC Packaging standout was its Continuous Mist Sprayer. It delivers a fine, consistent mist through a continuous spray action, “creating an even and controlled application experience.” Designed for beauty, personal care, hair care, and skincare formulations, the system combines strong spray performance with a premium consumer experience. The continuous dispensing action provides broad, uniform coverage while reducing the need for repeated individual pump strokes. Its versatility makes it well-suited for products such as facial and body mists, hair treatments, setting sprays, and other applications where a fine, consistent spray pattern is important. 

APC’s portfolio includes airless packaging, bottles, jars, tubes, droppers, applicators, and custom color cosmetics solutions.

ATX Aesthetix

Exhibitor ATX Aesthetix is a supplier offering integrated design, production, and delivery services. With operations across Asia and NA and over 20 years of manufacturing expertise, ATX says it delivers “high-quality, scalable solutions that meet international standards.” From concept to final product, they combine “thoughtful design with efficient execution” to bring brand vision to life. 

Beauty Chain Manufacturing 

Beauty Chain Manufacturing (BCM) is a vertically integrated beauty manufacturing partner bringing product development, R&D, regulatory, manufacturing and commercialization together under one roof in the U.S. With deep expertise across color cosmetics, skincare, hair care, body care, OTC and SPF, BCM “develops differentiated, high-performance products built for today’s beauty market.” 

Based in Nevada and designed for speed and agility, BCM partners with brands from concept through scale, combining beauty expertise, technical innovation and thoughtful execution to bring exceptional products to market. At MUNY, co-founders Derek Harvey and Jonathan Gross spoke about their latest innovations in modern complexion, customizable color and next-generation skin experiences.

This includes several innovative capsule collections built with serums to color, to lip and cheek—all for a “modern but refined” and “super-natural” tint.

Berlin Packaging

Berlin Packaging stood out at MUNY, with an extensive range of innovative cosmetic packaging solutions (available and proposed) and tailored to specific needs. The company says it likes to think “outside of the pack,” guided by a natural, forward-thinking, and customer-focused approach. 

Brivaplast 

The Italian family-owned Brivaplast has 60 years of experience in the production of cosmetic packaging. The company is a world leader in offering application solutions for mascara, lip gloss, concealer, eyeliner, and brow. Brivaplast has two production units, Italy (HQ) and China (Shanghai), and an office in the USA (California) to support all customers worldwide. 

In 2022, they acquired Metal Tech, an Italian company that makes metallization, UV, and acrylic coatings on packaging for the cosmetics and food & beverage sectors. They say that they are always able to offer innovative application solutions thanks to continuous investments and research into new products and technologies. The company offers a wide range of fully customizable standard products, but also custom products, together with the expertise of a dedicated team of professionals (200 employees worldwide).

Cosmopak USA 

Global contract manufacturer Cosmopak USA specializes in cosmetic packaging, turnkey product development, and beauty accessories. For more than 20 years, they have partnered with emerging and established beauty brands. Cosmopak’s team “bring sinnovative products to market through customized packaging, clean formulations, and end-to-end manufacturing solutions.” 

From stock components and custom tooling to full turnkey development, bags, boxes, and promotional accessories, Cosmopak’s Walter Dwyer says they provide comprehensive support from concept to commercialization. Backed by a global manufacturing network and expert development team, Cosmopak delivers high-quality, trend-driven solutions across color cosmetics, skincare, haircare, fragrance, and body care, helping brands launch with speed, flexibility, and confidence. Applicators also remain very popular at Cosmopak. Most items are Sephora Clean.

Derik Industrial 

A leader in sustainable cosmetics packaging, Derik Industrial specializes in custom development and on-trend, eco-friendly components. The company offers a wide range of stock and custom solutions with “factory-direct pricing, fast turnaround, and exceptional service.”

At MUNY, they highlighted innovative color cosmetic packages. They are designed “to help brands bring high-quality beauty products to market faster and more cost-effectively,” said Rick Persons, Operations/Business Management Executive. One of the highlights that Persons showed us was an extensive line of PET compacts. They had easy-to-switch-out covers and artwork, for “an economical line with an attractive presentation and designs.” The compacts also clicked closed without a magnet. Another was a stackable compact set.

Garrett Hewitt International

Joining APC at their booth, Garrett Hewitt International is expanding its capabilities to include brushes, secondary packaging, and turnkey solutions.

Garrett Hewitt featured SUSTAIN tree-free packaging board made from Emerald Ecovations Technology, a tree-free and plastic-free paperboard option for secondary beauty packaging. Made with 50% bagasse and 50% FSC-certified recycled fibers, this innovative board contains no added PFAS, is elemental chlorine-free, and “offers beauty brands a high-performing, more sustainable option for secondary packaging.”

GPI Beauty

Full-service provider GPI Beauty unveiled its new turnkey Beauty Moments collection, which pairs high-performance formulas with innovative packaging designed for “life in motion.”

Designed for today’s on-the-go consumer, Beauty Moments brings formula, packaging and application together in intuitive, portable products that deliver “convenience without compromising performance.” Spanning color cosmetics, body care and hair care, the collection features multifunctional formulas paired with integrated applicators and innovative packaging formats.

“Consumers increasingly expect beauty products to work harder and fit seamlessly into their daily lives,” said Robert Tognetti, CEO of GPI Beauty. “Beauty Moments demonstrates how thoughtful packaging and high-performance formulas can create differentiated products that deliver convenience, functionality and an elevated consumer experience.”

The collection includes concepts for face, lips, eyes, body, hair and scalp—from keychain formats and precision applicators to brush and comb foamers, targeted delivery systems and multifunctional sticks. Each concept can be customized to align with a brand’s positioning, performance requirements and aesthetic vision.

GZ Sanrong

GZ Sanrong introduced a bicolor injection soft lip applicator made of food-grade TPE. Size ranges from 16- and 19mm to 5-to 20ml. The supplier boasts “a smooth silky feel, making each application a soothing tactile experience—” and ideal for lip gloss, lip cream, and lip and cheek balms.

JPS Packaging

JPS Packaging, a partner for beauty, skincare, personal care, and cosmetic brands, specializes in custom primary and secondary packaging, “offering innovative, sustainable solutions including mono-material packaging, refillable systems, PCR materials, and other eco-conscious designs.” From concept development to mass production, JPS says it provides complete turnkey services including custom tooling, industrial design, 3D prototyping, decoration, sampling, and production. 

Lumson Group

Lumson S.p.A. (which announced at the show that it had bought Lombardi Design & Manufacturing), is a leading company for primary cosmetic packaging where innovation, design and “Made in Italy” quality take center stage. Founded in 1975, it combines strong expertise with “a dynamic and youthful vision” to offer cutting-edge and sustainable solutions that meet all market needs. As a forerunner and pioneer in airless and dispensing systems, the company is globally recognized for its 360° service, comprising an extensive range of cosmetic packaging for skincare, makeup, and fragrance, all customizable with innovative decoration techniques. “Constantly driven by innovation,” Lumson focuses on advances in the latest trends in the sector, regularly launching new products while ensuring high-quality and tailor-made products.

Metapack 

Specialists in luxury packaging since 1998, Metapack says it values “materials and meaning” in all their creations (standard or custom). According to the company, their eco-design approach and “Made by Metapack” label “places responsible design at the heart of their offering, and prioritizes refillable, reusable, and recyclable innovations. Their engineering offices and partner factories in Europe and Asia ensure design, production, and development with complete traceability and quality control, whether for small or large-scale projects. They are an EcoVadis 2026 certified company. At MUNY, Metapack also showed what it says is the 1st all-aluminumpuser for fragrance and skincare.

NF Beauty Group

NF Beauty Group is a global beauty packaging and turnkey manufacturing partner that “helps brands bring innovative beauty products to market.” They provide end-to-end solutions including custom packaging, formula development, engineering, sourcing, decoration, regulatory support, project management, and global manufacturing. NF specializes “in transforming ideas into commercially successful products through innovative packaging, high-performance formulations, and agile supply chain solutions.” An extensive network of manufacturing partners enables them to deliver custom and stock packaging across skincare, haircare, color cosmetics, fragrance, and personal care. 

Nuon Medical

Nuon Medical empowers beauty brands with science-backed technologies that elevate and boost product performance. Their innovations are clinically tested, results-driven, and “meticulously designed” to integrate seamlessly into modern cosmetic formulations. Nuon Medical is a pioneer in cosmetic enhancement technologies, driven by innovation and grounded in over 18 years of medical device expertise. 

One of many Nuon devices shown at MakeUp in NewYork was a Microcurrent Eyecare Applicator (shown), with red light therapy that’s good for anti-aging, targeted eye care. A threaded connection allows direct integration with eye cream tubes. Nuon also won one of MUNY’s coveted innovation awards for its Moisture Balance Skin Analyzer.

PKG Group

Kristen Cohen, Senior Manager of Marketing/Project Manager, at PKG Group, highlighted the company’s 30ml Multi-Use package. Cohen said, “Perfect for the busy consumer, our 30ml Multi-Use package is designed to streamline everyday beauty routines.” With its premium pump and stainless-steel applicator in one sleek silhouette, Cohen says, “This component will instantly elevate your brand.” A pump with a precise dispensing system, the company’s new Multi-Use Square (shown) provides a one-formula double-effect application.

Quadpack

Anthony Le Minoux, Managing Director, Quadpack Americas, showed us Quadpack’s new Mahina tottle. It provides a “precise, sensorial application” by “rethinking” how lightweight skincare formulas are applied. Designed for serums, oils, and undereye treatments, it combines an innovative roll-on applicator. It delivers a precise, controlled delivery with a cooling, stainless steel ball. An integrated on-off lock helps deliver the correct amount of formula for a mess-free application. The cooling metal ball gently massages the formula into the skin. It’s available in 15ml with multiple deco options.

Texen

For 30 years, Texen has been driven by mascara packaging, positioning itself as an industry leader serving global mass and prestige brands.

At MUNY, Texen showcased its new pack for Lancôme’s latest mascara, Lash Idôle Curl Goddess. The project involved complex technical processes and decoration techniques. These were developed in collaboration with the L’Oréal brand, to deliver a stunning, premium solution. 

From luxury solutions for Lancôme, Givenchy and Dior, to creations for Maybelline or Rimmel, Texen’s expertise adapts to the creative brief, to deliver the right mascara solutions on a global level. Knowledge of the pack’s interplay between formula, wiper and applicator ensures high-performance designs. Packaging comes to life at its state-of-the-art facilities. Production, decoration and assembly are fully automated and optimized using Industry 4.0 technologies. Both custom and “to-go” solutions are available.

UDN Packaging

Tubes were a hot item at UDN Packaging, where Jerry Ruud showed us a large selection of precision soft-tip tubes, and multiple tip options with a gentle, soft touch. A one-drop tube system with an aluminum tip (shown) is available in 3 different materials. 

The 23rd edition of Cosmoprof North America in Las Vegas (or Cosmoprof Las Vegas 2026 for short) took place on July 13-15 at the Mandalay Bay Convention Center. The event highlighted finished products in the Cosmoprof area and packaging/supply chain innovations in the Cosmopack section.

There were more than 950 exhibitors from 39 countries. Show organizers say there were over 26,500 attendee visits during the three-day event, with visitors traveling from 88 countries.

“We reconfigured the show floor with new color-coordinated signage for a more seamless experience,” said Jerusalem Girmay, Marketing Director at Cosmoprof North America. “More exhibitors are creating interactive activations in place of standard booths,” she said. 

High-tech beauty devices for skincare, with LED lights, and the increasing number of hair and scalp care products are growing trends that Girmay mentions. “And nails are becoming an exciting category, and that now represents approximately 30% of the Cosmoprof section,” she said.

Brand Activations Showcased Larger-than-Life Packaging Displays

The show is known for its over-the-top displays, and Cosmoprof as Vegas 2026 didn’t disappoint. According to Girmay, oversized displays are always a part of the many brand activations at the show, and they stole the spotlight in the Cosmoprof area.

Giant packages were fun to see. Walking the show floor, you couldn’t miss Lola from Rio’s enormous Bossa Styling Cream bottle marking the entrance to its stand. Another brand, Slick Gorilla, displayed an oversized blow-up Sea Salt Spray. 

Judydoll, a brand based in Shanghai, China, had a Cushion Matte Lock Lip Cream Pen hanging on the wall at its booth. Visitors lined up every day to play the brand’s claw-style arcade game filled with the brand’s makeup products. 

More than just gimmicks, exhibitors at Cosmoprof NA are known for creating immersive experiences and utilizing experiential marketing techniques. 

The Cosmopack section was a bit quieter, except for the hum of packaging machinery—and television screens that kept everyone up to date on the World Cup score. Visitors on the packaging end of the show floor congregated around Tenkara’s booth, decorated to resemble an old-school diner. It featured a coffee and espresso bar, complete with servers pouring refills into your cup. 

Skincare Trends & K-Beauty 

The CosmoTrends display, curated by Beautystreams, showcased trends from Cosmoprof Las Vegas 2026. In skincare, trending ingredients were a focus at many booths and were highlighted in the display. 

Two skincare trends caught our eye—“Colla-Genius” and “NAD+ Boost.” “Advanced ingredients are in the spotlight,” Beautystreams’ report says. “Colla-Genius” describes formulas that use topical collagen to plump the complexion. “Brands are infusing products with collagen and collagen boosters, for skin that appears to glow from within,” reports Beautystreams. The global skincare collagen market size is projected to grow from $7.4 billion in 2025 to $11.8 billion by 2032, with a CAGR of 6.8%, according to Stats Market Research. 

Some product examples of the “Colla-Genius” trend featured packaging as notable as the formulas. MiGlow’s Rice + Collagen Rice Ferment Facial Serum + Eye Serum (Luxurious Personal Care / UK) is in a clear dual-ended bottle with a bright yellow dropper cap on one end and a yellow pump on the other end.

PDRN, NAD+ & More

Also on display were Mixsoon’s PDRN Collagen Tinted Moisturizer (Parket, South Korea) in an aluminum tube; and Pure & Cimple’s superPeptide GHK-Cu + HA Pro-Collagen Serum (U.S.) in a bottle with a faux wood cap.

“NAD+ Boost,” another skincare trend, noted the increasing use of NAD+, the active form of nicotinamide adenine dinucleotide. “This ingredient and its precursors are on the rise in cosmetic formulations,” Beautystreams reports. NAD+ can boost the skin’s cellular energy, and anti-aging formulas are driving its demand.   

This molecule, which occurs naturally in the body, is prized for boosting the skin’s cellular energy and its ability to repair itself. The nicotinamide adenine dinucleotide market is driven by rising demand for anti-aging products and the consumer’s growing knowledge of NAD+’s ability to enhance metabolism. 

InsightAce Analytic reports that the market for NAD+ is forecast to grow to $2.15 billion by the year 2034, at a CAGR of 13.02%. “This ingredient is particularly apt considering that longevity is now among consumers’ primary skincare goals,” Beautystreams’ report states.

A Major Focus on Hair Care & Nails

Many haircare brands are focusing on “scalp care” products—and “Scalp Zoning” was another trend highlighted in the CosmoTrends by Beautystreams display. “There’s a growing realization among consumers that caring for the scalp equates to enhanced hair quality,” Beautystreams’ report states. Many scalp care products use exosomes, cooling actives, peptides, and niacinamide.

ASCEplus Exomist-HR Platinum hair mist was featured as a standout product, and its packaging resembles skincare. An elongated applicator tip makes it easy to spray the product onto the scalp. The formula delivers a cooling sensation and claims to strengthen hair roots and promote hair growth. The brand’s advanced exosome technology supports scalp health.  

Nails Were a Large Section on the Show Floor

On the show floor in the nailcare section, Beetles Gel Polish, a brand for consumers and professional nail technicians, displayed its new colors and kits. “We’re the number one brand in the TikTok shop and on Amazon,” said Mia Kara Kinsella at the booth. She showed us Beetles Nail Glow, a new collection in collaboration with Pantone. The six-color set features colors based on the themes of serenity and healing. 

Nail polish bottles are often hard to recycle due to chemical residue, so Beetles’ new initiative is its goal to recycle 50,000 bottles. The program allows consumers to sign up online to mail in nail polish bottles from any brand. 

The brand’s Mini Mani Studio was also on display. The consumer kit includes a UV light, cuticle prep tools, and base colors that last up to 28 days. The brand’s Pro Line includes builder gel and nail tips in a specially designed, decorative box with storage drawers.

Beetles says its bottle shapes and caps are designed to make it easier to apply polish. The packaging features a soft-touch finish on the caps and an ergonomic indentation, making it comfortable to hold.

Packaging Suppliers Were Networking

The foot traffic on the Cosmopack side of the show floor was nowhere near the crowds in the Cosmoprof section, but many exhibiting suppliers said they met with numerous potential customers. 

Here are some of the exhibiting suppliers we met with—and the packaging they were showcasing. They’re listed in alphabetical order—read on.  

Above Aerosol Labs

Above Aerosol Labs provides aerosol solutions designed for the beauty industry. The team says it offers flexibility regarding MOQs, lead times, and various packaging options to accommodate different brand needs.

Lawrence Barrit showed us their spray mist packaging that’s popular for cosmetic products, including makeup setting spray. 

APR Packaging

At APR’s booth, David Pina and John Shen showed us photos of the company’s tubes with specialized caps. The silicone caps dispense products, such as haircare and scalp care treatments, while delivering a massage.  

“Most people view packaging innovation as new applicators or bottles, but we focus on innovation within manufacturing,” explains Pina. “Our three factories allow us to produce faster, increase efficiency, and generate less material waste,” he says. “Automation can significantly lower manufacturing costs, which is crucial for brands to maintain their cost of goods in a challenging socioeconomic climate,” he explains. 

APC Packaging

APC Packaging celebrated its 20th anniversary at the show and showcased its Light Therapy Collection. Bottles and jars, including the stylish dropper bottle, EcoLuxe, are paired with light therapy features. One example Erin Gallagher demonstrated is a cap that contains red light, so the user can use the packaging for a skincare treatment after applying the product. 

APC Packaging is now a part of Novvia Group—along with Garrett Hewitt International (GHI). Together, the company now offers an expanded portfolio. “Our combined capabilities now give us a competitive advantage,” said GHI’s Jason Clerke.

Elcos

The team at Elcos featured several types of packaging, including a line with wood accents and its innovative Dual Station Dock & Go airless bottle. “It’s a new type of container that combines a stationary display with portability,” Howard Kim explains. 

The user removes the cap, unscrews it, and lifts out the inner bottle, which becomes a travel-size product. It’s ideal for skincare products. “The outer glass container has a premium feel, while the internal refill cartridge functions as its own independent package,” Kim said. The assembly includes a locking mechanism that secures the components in place when docked.

K1

K1 featured custom-shaped cartons for all types of products, including fragrance and nail care brands. The supplier produced a box that looked like an old-school cassette tape for Olive & June nail polish, a croissant-shaped box for Snif, and innovative solutions for fragrance discovery sets. 

One innovation is its aluminum compact for travel scents. Open the compact, and there’s a holder that keeps 5 spray vials in place—and spill-proof in a handbag. Made from a zinc alloy, the compact features a foam insert and is decorated with laser engraving. This luxe package was a finalist in the Cosmopack Awards, in the Packaging: Design & Materials category. 

“The packaging was inspired by traditional cigarette boxes,” said Chris Hyden.

Knoll Printing & Packaging

Knoll Printing & Packaging is known for its innovative use of materials, including molded pulp. Many of its Advent calendars were on display—large cartons to house numerous products, decorated with eye-catching finishes.

The supplier has been busy producing Influencer kits, rigid boxes, cartons, mailers, and MDF boxes. “Our luxury wood boxes and MDF boxes are in high demand—and our Advent calendars remain a consistent part of our business,” said Nigel Barton.

Lady Burd

Lady Burd’s team, including Samantha Burd, spoke to visitors about the company’s private label capabilities. Some potential customers were stopping by to ask about its Tanning Mousse, formulated with coconut oil and aloe vera. It’s packaged in a bottle with a foaming mousse dispenser. 

Moquin Press

Moquin Press’ Tony Navarra spoke to us about the specialized cartons that it creates for beauty brands. Many featured custom-designed tactile elements to elevate packaging. “All production is handled entirely in-house to maintain control over the manufacturing process,” Navarra said.

The cartons on display featured a variety of high-end finishing options, including soft-touch aqueous coatings and spot-UV gloss coatings. The supplier’s in-house specialized services include hot foil stamping, embossing, debossing, die cutting, folding, and gluing.

Nuon Medical

Nuon Medical is known for its advanced applicators that are ideal for taking skincare products to the next level, and the supplier offers technologies to incorporate them into haircare packaging as well. The LED Mist Comb for Scalp Care was one of the supplier’s many innovations on display. It features a dispensing applicator cap with 14 red light beads to nourish the scalp and improve circulation. 

“Instead of dispensing a lot of product, it dispenses a light, fine mist,” explained Nuon’s Christine Gvazdaitis as she held the product up to show how it dispenses a product. It features a soft silicone grip, which makes it easy to hold and use. It’s also easy to charge.

Pretium Packaging

Pretium Packaging, a leading rigid plastic packaging supplier with more than 20 manufacturing locations, is known for helping beauty brands gain a competitive advantage with its mix of stock, custom, and sustainable packaging solutions.

According to Jessica Ransburg, Director of Market Development, “Today’s beauty brands are being asked to operate under more pressure and complexity than ever before—balancing priorities like launching faster, standing out on shelf, and incorporating sustainable practices into their manufacturing processes. We believe you shouldn’t have to be a packaging expert to make smart packaging decisions for your brand.”

Ransburg  said, “Our mission is to help customers find clarity in all the complexity so they can turn their packaging into a competitive brand advantage.” Pretium’s team works with numerous skincare and hair care brands. “Matte finishes and soft-feel textures is a key trend,” Ransburg explains. “These provide a sophisticated and premium tactile experience for consumers.” 

Popular Requests

Custom-color caps are another popular request, the team reports. Ransburg noted that many brands are showing significant interest in pairing pastel colors with rounded edges—for “Target-esque vibes,” she said. 

Pretium’s team spoke about the ways they help brands meet sustainability goals. Textured finishes are created directly in the mold, eliminating the need for chemical additives or spray coatings. “Our in-mold approach maintains the recyclability of the package, while delivering a matte or frosted look,” Ransburg explains. “The deco won’t ever flake off in the user’s hand, which is a common issue with spray-coated bottles,” she adds. 

Jars made using varying levels of PCR were on display. There was an elegant off-white jar made with 100% PCR sitting next to a white jar made from virgin plastic, which almost seemed too bright. “Because recycled PET varies in color from batch to batch, delicate tints such as pale yellow, pink or blue can shift noticeably at high PCR levels,” Ransburg advises. “Many beauty brands choose to use 50% PCR or less to maintain greater consistency of color.” 

ProSys

The team at ProSys spoke about their hot melt technology. “Many of our competitors adapt their regular machinery to handle hot melt, but our machines are specifically designed for this process from the ground up,” explains Mathew Rigsby. 

Prosys’s hot melt machinery can handle a variety of packaging formats, including lip balm tubes, jars, and tins. “It’s suitable for any product that requires melting and pouring, such as face creams, pomades, and bug bite creams,” said Rigsby. “Beyond cosmetics, the technology is used for wax-based products like candles. And in addition to hot melt solutions, we offer tube-filling machinery for thicker substances like lotions and creams,” he said.

Viva Healthcare Packaging

At Viva Healthcare Packaging, tubes with roll-on cap applicators were on display. Available in all sizes, the rollerball cap allows users to easily apply everything from a lip treatment to body cream.  

Viva’s team spoke to visitors about its decorating capabilities, including shimmering iridescent finishes, eye-catching multicolor gradients, and specialty textures such as soft-touch. “We do all our decorating in-house in North America. Our premium spray decorations elevate packaging,” said Melanie Gaudun. “Our new capabilities include vacuum metallization for entire components, water transfer decoration, and premium spray decorations with multicolor gradients,” she explained.

Vonco Products

One of  Vonco Products’ specialties is pouches, and the supplier often works with beauty and fragrance brands. Josie Maran’s Body Butter Refill was on display. The large 400ml pouches feature screw-top caps and slightly elongated necks that make it easy for users to refill bottles and reseal the pouches, if necessary. The pouches look luxe, in shiny white with colorful graphics. 

Jeff White explained that the company offers brands two options—roll stock items if a company has their own filling and sealing equipment, or pre-formed pouches. Product varieties include sample sachets and zipper pouches. “We’re willing to help small companies run lower quantities to help them ramp up production,” said White. “Plus, flexible packaging generally uses 70% to 90% less plastic than rigid packaging, which helps brands reduce their financial burden regarding Extended Producer Responsibility (EPR) regulations,’ he added.

Mark Your Calendar for Next Year’s Shows

Cosmoprof North America Miami takes place January 26-28, and the Las Vegas show returns on July 13-15, 2027. 

Circana Reports US Beauty Industry Growth 

According to Circana, the U.S. beauty industry maintained strong momentum through the first half of 2026, with growth driven by consumer demand for fragrance, skincare, and self-care focused products. Prestige retail beauty sales increased by +7%, to $17.1 billion, during the first six months of the year, while mass retail sales also rose +7%, to $39.2 billion. Unit demand remained positive on both sides of the business, “underscoring the resilience of beauty spending despite ongoing consumer selectivity.”

“Beauty continues to benefit from consumers’ willingness to shop across price tiers, selectively investing in products that deliver the strongest emotional and functional value,” said Larissa Jensen, global beauty industry advisor at Circana—and a member of Beauty Packaging’s Board of Advisors. She added, “Fragrance remains a key avenue for affordable luxury and self-expression, while skincare is benefiting from consumers’ growing focus on whole body wellness, preventative treatments, and daily rituals.”

Fragrance—both prestige and mass—remained one of the strongest-performing beauty categories overall in the first half of 2026. 

Skincare was the fastest-growing category in prestige beauty during the first half, with sales increasing +9% and units up double-digits. Prestige retail growth was due to body care and sun care. 

The makeup category showed more moderate growth, but both prestige and mass channels continued to see strength. Face makeup outperformed the broader category.

Prestige haircare was among the fastest-growing beauty categories in the first half of 2026.  Mass was slower.

Our Beauty Buzz news continues…

Lumson Group Expands Internationally via Lombardi Acquisition 

Lumson S.p.A., an Italian group specializing in the primary packaging sector for the cosmetics industry, has announced that it has completed, through its U.S. subsidiary Lumson USA, the acquisition of Lombardi Design and Manufacturing, a U.S.-based company specializing in cosmetic primary packaging. In addition, Lumson has also acquired 100% of Lombardi Design & MFG Limited, in Asia.

 Lumson now has a direct presence across three continents – Europe, North America and Asia – “further enhancing its ability to serve global customers, develop industrial and commercial relationships on an international scale and capture new opportunities in high-growth markets.”

Lombardi Design and Manufacturing will continue to operate under its existing name and brand, ensuring management and operational continuity. Carl Lombardi will also continue to lead the company as CEO, supporting the future growth and strategic integration of the business within the Group.

Matteo Moretti, President of Lumson Group, commented: “These transactions represent a key strategic milestone in our Group’s international development. The entry into the North American market through Lombardi Design and Manufacturing and our strategic presence in Asia through Lombardi Design & MFG Limited significantly strengthen Lumson’s international footprint, giving the Group a presence across three continents: Europe, North America and Asia. The industrial and geographic complementarity of our businesses will enable us to be even closer to our global customers and accelerate our growth across international markets.”

Carl Lombardi, CEO of Lombardi Design and Manufacturing, stated: “We are excited to join an industrial group with a strong entrepreneurial culture and a long-term strategic vision. This partnership will allow us to further expand our capabilities and deliver even greater value to our customers, while benefiting from Lumson Group’s international footprint and expertise.”

Regent to Acquire Avon North America

Beauty Buzz continues with news about the global investment firm Regent. Founded by investor Michael A. Reinstein, Regent has announced an agreement to acquire Avon North America from LG Household & Health Care Ltd. The acquisition reunites Avon North America and Avon International for the first time since 2016. 

It also marks a defining step for Avon, creating a stronger platform for growth, product focus and a more connected opportunity for employees, Representatives, and Ambassadors.

Along with the agreement, Avon International announced that Lisa Siders, formerly Chief Operating Officer of Avon International and Regent’s Operating Partner for Avon, will become Chief Executive Officer of Avon and lead the combined group. She succeeds Kristof Neirynck, who has led the business through “a period of significant transformation.”

Innovative Beauty Group Goes High-Tech, Acquires Webpac and Avantade

In more Beauty Buzz news, Innovative Beauty Group (IBG), one of the world’s leading beauty solutions providers to brands and retailers, has acquired Webpac and Avantade—“two technology pioneers in sourcing and go-to-market.”

This dual acquisition marks a new milestone in IBG’s ambition to become the most agile and technology-driven B2B marketplace in the beauty industry, removing inefficiencies along the value chain of product development, sourcing and commercialization.

With these two acquisitions, IBG accelerates its digital shift and continues to build its ecosystem dedicated to beauty. By combining Webpac’s platforms, content and technologies with Avantade’s e-commerce solution and IBG’s proven brand building and brand boosting expertise, the Group will offer a unique solution in the beauty and personal care market—serving FMCG groups, beauty brands, indies, retailers and giving vendors a unique way to develop their activity.

While today’s market offers strong but siloed packaging sourcing solutions, IBG says it intends to develop the beauty industry’s first truly end-to-end marketplace in one single digital ecosystem, connecting brands, retailers, innovative vendors and 480 subject-matter experts at IBG. 

Truvant Acquires Multi-Pak Packaging

Truvant, a pure-play contract packaging and co-manufacturing partner for leading global consumer brands has acquired Multi-Pak Packaging, a West Caldwell, NJ contract packager that specializes in vitamins, minerals and supplements, OTC solid dose and consumer health products, beauty, personal care and medical device packaging.

The acquisition expands Truvant’s capabilities in a strategic growth category driven by rising consumer demand. Operating in six campuses across North America and Europe, Truvant says it is well positioned to integrate Multi-Pak’s NJ campus into its existing manufacturing network.

Multi-Pak brings a broad set of primary and secondary packaging formats that complement Truvant’s existing lines, including bottling capacity of more than 250 million bottles a year, blister packaging capacity of more than 500 million blisters a year for tablets, caplets and softgels, pouching and sachets, and a dedicated probiotics center built around cold chain handling. The company also packages Class 1 medical devices and beauty and personal care products, and offers secondary services such as cartoning, kitting, and display assembly, along with sourcing, procurement and warehousing.

Congratulations on your new roles!

Neopac Recruits Ann Peirce

Ann Peirce has joined the Neopac Group as Head of Sales Americas and Managing Director of its Wilson, North Carolina facility. With more than 20 years of experience in the pharmaceutical packaging industry, she brings a strong track record in sales leadership, business development, and customer engagement.

Guillaume Bellissen’s New Role at Pure Trade

As Pure Trade celebrates its 30th anniversary, they have appointed Guillaume Bellissen to the position of Business and Strategic Development Director. The luxury packaging specialist for beauty and fragrance houses says it is “strengthening its leadership team to pursue the structuring program under way since AGIC Capital acquired a stake in the company in 2023.

Bellissen’s goals include accelerating the Group’s structuring, optimizing processes to shorten clients’ time to market, strengthening its international presence (including acquisitions), and pursuing the diversification of its offering, in both products and markets. He joins the leadership team alongside Stefane Ladous, Founder and President, and Virginie Honoré, Managing Director.

Bellissen began his career in consulting and finance before moving into the packaging industry. At SGD and subsequently Verescence, he contributed to the group’s financial restructuring before taking on sales and marketing responsibilities across Europe and the US, rising to Senior Sales Director. In July 2023, he joined the Texen group as Director of Sales and Marketing and a member of its executive committee. He has an international career, in the US, Spain, and Italy, which has given him “an in-depth understanding of beauty and fragrance houses as well as of the industrial constraints of luxury packaging.”

Laboratoires Pierre Fabre’s New CEO is Nicolas Zombré

Laboratoires Pierre Fabre, “the world’s second-largest dermo-cosmetics company and one of Europe’s leading pharmaceutical groups,” has appointed Nicolas Zombré as Chief Executive Officer of its U.S. Dermocosmetics operations.

In this role, Zombré will oversee the company’s U.S. dermocosmetics business across its portfolio of brands, including Avène, René Furterer and Klorane, as Pierre Fabre continues to build momentum in the U.S. market. According to the brand, Avène has emerged as one of the fastest-growing dermocosmetics brands in the US.

Here’s a guide to finding local supplier partners in the cosmetic industry. Take a look at this roundup of some of the packaging suppliers in the US/North America.

NovaPrint

Redefining Tube Decoration

Discover Albéa’s Made in NA Advanced Decoration by NovaPrint, delivering metallic effects, hybrid printing, seamless 360° artwork, and HD graphics in a more sustainable tube.

https://www.albea-group.com/products/advanced-decoration-novaprinttm

Made in the USA by
4th Generation Family Run Co.

Albert Paper is a custom manufacturer of Tertiary & Secondary Packaging that services the Beauty, Personal Care & Healthcare markets. We make Chipboard Inners/Packers, Corrugated Shippers, Partitions, Pads, Liners, E-comm boxes and more. From Package Development to Transit Testing to Delivery we make everything under one roof for Beauty brands & Contract Manufacturers.

Irvington, NJ | www.albertpaperproducts.com

Your U.S. Partner for
Turnkey Packaging Solutions

Local inventory. Local decoration. Global quality. Discover Baralan USA’s turnkey packaging solutions designed to help beauty brands launch faster with premium finishes.

www.baralan.com

Innovative Secondary Packaging
for Beauty Brands

CO II Packaging is a trusted U.S.-based provider of innovative secondary packaging for the beauty industry. We specialize in high-quality promotional packaging, from concept and design to production, delivering sustainable, on-time, and cost-effective solutions for brands of every size.

www.CO2Packaging.com

Great brands don’t just happen,
they’re created

CoValence formulates and manufactures high quality and innovative products for some of the most well-respected brands in the industry. We are 100% Employee Owned and manufactured in Chandler Arizona. 

covalence.com

Create Brushes as Exceptional as Your Brand

FM Brush brings together nearly a century of brush-making expertise, North American manufacturing and innovative product development to help beauty brands create brushes with exceptional performance and lasting quality.

fmbrush.com/private-label-cosmetic-brushes/

The Brains Behind the Beauty—Sustainable by Design

A global leader in sustainable packaging, our 175,000 sq ft HQ manufacturing facility in North Carolina specializes in in-mold label (IML) tubes and custom design caps & closures. Made-in-USA packaging solutions using domestically sourced materials.

https://icons-america.com | https://icons-america.com/usa-manufacturing | https://icons-america.com/made-in-usa-packaging

Sustainable Tubes.
Made in the USA.

For over 40 years, JSN has manufactured plastic squeeze tubes and closures in the USA. One integrated facility means synchronized timelines, consistent color, and reliable domestic production.

Irvine, CA | www.jsn.com  |  www.jsn.com/decoration

Flexible Today.
Ready for Tomorrow.

Whether filling tubes, airless pumps, or hot melt products, ProSys systems adapt to changing production needs. Expand capacity, reduce changeovers, and stay ready for what’s next.

prosysfill.com/rt60_tube_filler/ | prosysfill.com/lip-balm/ | prosysfill.com/flex-fill-30/

Made in North America | Your creative local partner for sustainable beauty packaging

Quadpack offers a growing domestic catalog of solutions with reduced lead times, including bottles, pumps, droppers, tubes, and our ‘Made in USA’ Regula Airless Refill. For bespoke creations, our sister company Texen offers local expertise.

www.quadpack.com

US-Made: Soft, Gummy TPE-Tip Lip Tubes

The US-made, soft TPE-tip lip tubes offer a gummy applicator ideal for glosses. Domestic production allows on-demand procurement, eliminating long lead times to ensure faster product launches.

www.srpackaging.com/tubes
www.linkedin.com/showcase/srpackaging-north-america/
www.facebook.com/SRPackagingNorthAmerica

Beauty Packaging Services Built for Quality and Speed

Beauty brands choose Truvant for quality, capacity, and agility, from design through fulfillment, across six campuses in the US and Europe. We can flex capacity to absorb seasonal peaks without missing a window. Your team and ours work in sync, so what works on the shelf runs on the line. Your growth is our passion, and every program we run is built to help you scale further and faster.

www.truvant.com/beauty 

The Only Manufacturer of Beauty Glass Packaging in the United States

A global leader in glass packaging, Verescence operates two industrial sites in Georgia, USA, supported by a sales office in New York. The company develops bespoke glass bottles and jars for perfumes, skincare, haircare, and makeup. It also offers a wide range of customizable standard designs with short lead times.

www.verescence.com/en/ | Covington, GA | Sparta, GA | New York, NY

Decorative Finishes
That Elevate Your Packaging

Transform ordinary substrates into extraordinary packaging with decorative vacuum metalizing and painting solutions — metallic, soft-touch, satin and textured finishes, from prototype to production. 

muellercoatings.com/coating/decorative-vacuum-metalizing-painting/
muellercoatings.com/coating/decorative-caps-closures-coatings/

Made in North America:
The Aptar Beauty Advantage

Aptar Beauty operates three U.S. facilities and one in Mexico, offering airless, fragrance, cosmetic and lotion pumps, and aerosol/BOV solutions. Local production strengthens supply chain, accelerates innovation and time to market.

https://aptar.com/en-us/beauty

Contract Manufacturing & Packaging

We provide end-to-end product solutions including formulation development, batching, filling, sample and unit dose packaging, flexible and rigid components, industrial packaging, fulfillment, assembly, and kitting.

www.telmarkpkg.com

Manufacturing Plastic Squeeze Tubes
made in USA at multiple US plant locations

CCL Tube delivers premium USA-made direct printed and labeled tubes with advanced decorating, sustainable solutions, agile manufacturing, and high-speed production for reliable, high-quality supply.

Innovation-Driven Beauty Manufacturing

Beauty Chain Manufacturing is an innovation-driven partner delivering end-to-end solutions for today’s beauty industry, helping brands bring exceptional products to market faster and scale with confidence.

beautychainmfg.com

Editor’s Note: From fashion-inspired decoration and unconventional opening gestures to treatment formulas and precisely engineered brushes, mascara packaging offers brands more ways to differentiate than its slim silhouette might suggest. Here are insights on the market, recent brand launches—and an in-depth look at the new types of mascara packaging suppliers are offering.

Mascara is helping fuel the demand for eye makeup. According to Circana’s Larissa Jensen, Sr. Vice President and Global Industry Advisor (and member of Beauty Packaging’s Board of Advisors), the prestige eye makeup category improved last year, reversing the previous year’s decline. Mascara sales contributed to the rebound and fueled category growth.

Packaging suppliers are responding to market demand by offering brands more options. Suppliers are developing new ways to mold, finish, and decorate mascara tubes, or more accurately, slim bottles—and some look as luxe as any designer lipstick.

A mascara brush greatly affects the mascara’s performance, so it’s no surprise that the demand for innovative mascara brushes is expected to rise. Future Market Insights values the global mascara applicators market at $36.1 million in 2025 and projects it will reach $58.8 million by 2035, growing at a compound annual rate of 5%.

As Mascara Packaging Evolves, Formulas Are Too

While mascara packaging is evolving, formulas are, too. The “skinification” of makeup has reached the lash category. Some mascaras are doing more than delivering color, curl, length, and definition, as more lash care products enter the market. The category is expanding and now includes strengthening lash serums, conditioning primers, and brush-on removers that look like mascara and come in similar packaging. 

Every Part of a Mascara Pack Has a Role to Play

As lash products become more specialized, every part of the package has a role to play. The brush, wiper, stem, bottle, and formula must work together to deliver the intended effect—while a unique shape and decoration help the product stand out.

Read on as we discuss the newest mascara packaging innovations with suppliers—while reporting on a few stand-out launches in the category from the beauty brands at the forefront of the latest trends. 

New Looks for Mascara Packaging

Beauty brand Kiko Milano’s recent launch has an eye-catching look. The brand partnered with Just Cavalli to launch its limited-edition Maxi-Mod Mascara Rebel Edition. The mascara pack is metallic gold, with a cap “dressed” in the fashion designer’s statement zebra print. The matching carton is also decorated with a zebra print. 

The mascara comes in black, plus purple and green, which are colors inspired by Just Cavalli’s vibrant fashion looks. “The collaboration turns Just Cavalli’s bold aesthetic into a decoration that makes an immediate impact,” according to the brand. The “mini brush” is designed to coat the lashes more effectively from base to tip for extra volume.

For brands inspired by Kiko Milano’s creativity, packaging suppliers are offering numerous options. These include distinctive shapes, finishes, and tactile effects.

Suppliers Offer New Designs

Albéa Cosmetics & Fragrance debuted its food-inspired Sugar Rush collection earlier this year. The packaging collection includes five designs with rounded forms, soft-touch finishes, and intuitive features. The supplier describes the collection as “a sensory beauty experience.” Sunset Mascara is one of the collection’s key designs.

Brivaplast also uses soft, organic curves in its new 1389 Round Mascara. The bottle and cap have rounded corners, creating an ergonomic shape that’s comfortable to hold. 

“It’s a playful, on-trend addition to our catalog,” says Valentina Manera, Marketing Director at Brivaplast. “It perfectly captures the current market momentum toward soft, organic curves, offering an instantly memorable and iconic shape that stands out on any shelf.” The cap securely clicks to close. The bottle’s 13mm neck size is compatible with most of Brivaplast’s standard mascara applicators.

HCT by KDC One’s Lash Lab Collection features a more streamlined design. The supplier’s Pure Mascara Pack has an aluminum overshell, which looks premium. The same pack houses several of the supplier’s lash products, including a conventional mascara and a tubing formula. (More about this collection and a photo follow.) 

Prioritizing Aesthetics—Lancôme’s Curvy Bottle

Lancôme is prioritizing aesthetics with eye-catching packaging for both mascara and lash care products. The brand’s Curl Goddess Mascara, which launched earlier this year, is in a curvy, hourglass-shaped mascara pack. 

The bottle shape draws attention to the brush’s unique curve. (More details about the brush and formula are below.) The packaging looks upscale, with unique rose gold decoration that looks like etched lines, an embossed logo, and a matte finish. 

Eye-Catching Deco That’s Also Eco-Friendly

A matte finish can make a mascara pack look and feel more upscale. Geka’s Classic Lashes Mascara has a matte look, achieved with a low-environmental-impact decorating process. 

Geka’s patented all-over Shadow Printing decoration technology doesn’t require ink or foil. It also uses less decorating material, preserves recyclability, and reduces carbon emissions when compared with conventional matte lacquering, according to Olivier Wattripont, Head of Global Sales, at Geka. The supplier counts some of the largest mascara brands among its customers, and produces the packaging and decoration for Maybelline’s Colossal WOW Mascara. 

The team at ICONS America also sees demand for more decorative mascara packaging to differentiate on the shelf, while still maintaining an eco-friendly focus. ICONS America says it specializes in transforming ideas into market-ready products that stand out in the highly competitive mascara category. The supplier has in-house design, development, and engineering teams.

Marianna Cilauro, vice president of sales and marketing at ICONS America, says, “We’re seeing a strong demand for custom in-mold branding, including embossed or debossed logos and graphics. These are sustainable decoration methods that remove the need for secondary decoration processes.”

ICONS America used this approach for Soshe Beauty’s Peptide Lengthening Mascara and Waterproof Tubing Mascara, which are both in distinctive square bottles in bold colors. Embossed Soshe logos decorate the outer bottles and caps, creating a premium look. “It’s a tactile effect that doesn’t require a secondary decorating process,” says Cilauro. “The brand took a more sustainable manufacturing approach while delivering a premium look and distinctive tactile experience,” she adds.

Both of Soshe Beauty’s mascaras are also refillable. The system is shown below—read on.

Mascara Packaging Is More Than Aesthetics

Beyond its outer design and decoration, mascara packaging requires complex engineering to be successful. The brush and wiper system must fit the bottle well. Every component must also be compatible with the formula to achieve the desired lash result. 

“The secret to a successful mascara is the marriage of formulation, brush, wiper, and stem,” explains Cilauro. “Each element can influence product performance, so even a small change to one element can affect the overall consumer experience.”

For brands, the development process should begin with a clear idea of what the product should deliver, suppliers advise. “Whether a brand is developing a mascara to achieve lash volume, lengthening, curling, separation, or all-in-one effect, the first step is to identify the brush and formulation combination that will deliver the desired performance benefit,” explains Cilauro. “Next, we ensure the correct wiper and stem fit to achieve the optimum product pickup, wiping, and application experience.” 

Consumers most often hear about the formula and brush, but the stem and wiper help control application in important ways. The wiper determines how much product reaches the lashes by removing excess formula as the brush exits the bottle. The stem’s dimensions and flexibility affect how well the user can control the brush, influencing the application experience. 

Every Component Plays a Role

Brivaplast’s Manera explains that every component in a mascara pack affects product performance. “In the act of extracting the applicator from the bottle and depositing the product onto the lashes, the formula’s physical characteristics, its viscosity, and rheological properties come into play—activated and stimulated by the packaging components,” she explains. “Each component must be carefully selected according to the formula and testing results. The same formula applied with different application methods can change the final result,” she says.

Geka invites brands to explore its mascara development center in Bechhofen, Germany. During its mascara workshops, brands can develop and test a brush with the goal of completing a new design in one or two days.     

Geka’s capabilities include in-house fiber development, brush engineering, packaging design, decoration, and filling. The supplier’s specialists will work with brands on a project to adjust every variable in mascara packaging. These include fiber shape, fiber diameter, and brush geometry. The supplier collaborates with brands throughout development until a specific application result is achieved. 

Mascara Brush Innovations

What do beauty consumers expect from a mascara? “Today’s biggest mascara trends are defined separation, buildable volume without clumping, lifting effects, and natural ‘your lashes but better’ looks,” says Geka’s Wattripont. “At the same time, social media continues to drive demand for dramatic lash transformations with lightweight wear.”

These trends directly influence Geka’s package development innovation pipeline, Wattripont says. “Due to our in-house fiber development and brush engineering expertise, we can tailor fiber shapes, diameters, and brush geometries to create very specific lash effects,” he says.

Geka has expanded its twisted wire brush lineup with an advanced brush-finishing technology. “This allows us to create highly precise and previously unachievable brush geometries, such as sophisticated helix and snowflake-inspired designs, opening up new possibilities for specific lash effects and brand differentiation,” Wattripont explains. 

In addition to creating new shapes, Geka’s brush technology improves contour accuracy, reproducibility, and manufacturing consistency. “This ensures that innovative brush concepts can be reliably reproduced at scale,” says Wattripont. 

Geka’s Brush Beats Collection, showcased at Cosmoprof Bologna earlier this year, features unique brush designs made with sustainable fiber to deliver specific lash effects. The brushes in the line include star-shaped, heart-curved, and helix-twisted. 

Geka’s Lancôme Curl Goddess mascara shows how a brand can pair a specialized brush with an innovative formula—with highly specific performance claims. The mascara’s 40-degree Twisted Brush has a unique curve designed to wrap and load lashes from root to tip. 

The brand says its fast-setting formula was inspired by professional hair technology. It “instantly lifts, locks, and holds each lash, no lash curler required.” It claims to deliver a 1.5x curl boost and up to 800% more volume. Plus, it lasts up to 30 hours, the brand states in a press release. 

‘Easy-to-Launch’ Solutions, New Brush Shapes, & More

Albéa Cosmetics & Fragrance is also offering brands more options—and specializes in “easy-to-launch” solutions. Its Volume on Demand Mascara Collection, developed by Albéa Beauty Lab, includes five fiber brushes designed to create different bold-volume effects. It demonstrates how changing the brush alters how the formula loads, separates, and builds on the lashes.

Albéa recently opened a second Beauty Lab in Matamoros, Mexico, to support brands in North America and Latin America. The creative hub allows brands to co-develop and test brushes and formulas, explore new concepts, and receive technical guidance.  

Brivaplast is also responding to the demand for unconventional brush shapes. “Our new asymmetrical brush designs are in line with the trend towards non-conventional shapes for better lash coverage,” says Manera. 

The supplier’s two new asymmetrical molded brushes, Pink Hawaii (APP661) and Eclectic (APP662), offer multiple benefits in a single brush. “By merging the functionalities of two entirely different mascara brushes into one single, high-performance tool, these applicators deliver unprecedented versatility,” Manera explains. 

Pink Hawaii has shorter bristles on one side to load the lashes with product. After applying, the user rotates the brush so that the longer bristles on the other side can comb and define. Plus, extra-long bristles at the tip help reach small lashes and the corners of the eyes. 

Brivaplast’s Eclectic brush has shorter bristles that form a cone on one side to load product for a one-stroke application. The longer bristles on the other side comb and define lashes. Both brushes also feature Brivaplast’s patented intertwined kernel-shaped bristles, which collect the mascara bulk, and extra-long bristles at the tip to define and reach tiny corner lashes.  

The Brush Creates the Lash Look

ICONS America’s collaboration with Soshe Beauty demonstrates how different brushes support different formula technologies and lash effects. “From a technical perspective, the packaging and formulations were carefully matched to deliver distinct performance benefits,” says Cilauro.

Soshe’s Peptide Lengthening Mascara uses a precise cone-shaped brush, with a tapered tip, that evenly distributes the formula and fans out lashes for a wispy effect. “This mascara lifts, lengthens, and separates in a single coat. The tapered brush tip allows precise application on hard-to-reach lashes,” says Cilauro.

Soshe’s Waterproof Tubing Mascara uses a fiber brush paired with a tubing formula. “The formula and brush work together to deliver fluffy, voluminous lashes in a single coat for eye-enhancing effects,” says Cilauro. The formula lifts, lengthens, and separates lashes.

Lash Care Meets Mascara

Consumer interest in lash care is creating opportunities beyond traditional mascara. Grande Cosmetics says it sells one bottle of its GrandeLASH-MD lash serum every 15 seconds.

The brand recently launched its Lash & Brow Confidence Project, following 25 consumers over four months as they used its lash and brow products. Participants included consumers experiencing lash and brow changes related to aging, hormonal changes, postpartum recovery and other health-related factors.

Grande Cosmetics’ project highlights the growing interest in fuller-looking, healthier-looking lashes—and the role lash serums now play in many consumers’ beauty routines. 

Mascara Packs for Complete Lash Regimens

Suppliers are responding by developing packages and applicators for complete lash regimens. “Brands increasingly ask for solutions that deliver volume, length, separation, and care in one product,” says Geka’s Wattripont.

Geka is offering lash care packaging solutions with its micro-bristle applicators. Made with pharma-grade materials, the applicators are designed to precisely dose and apply serums and hybrid products that combine makeup with lash care. “These answer the consumer need for precision and individual dosing—and combine wellness, care, and makeup,” says Wattripont.

On-trend and aligned with the move toward expanding the mascara category into lash care is HCT by kdc/one’s Lash Lab Collection. The line includes six products that move from daily care through mascara application and removal. 

The Lash Serum features a twisted-wire brush and a formula designed to hydrate, nourish, and strengthen lashes. The Lash Primer, housed in HCT’s Parker Mascara Pack, combines serum and primer benefits. Its twisted wire brush applies the lightweight tinted formula to prep, condition, and define the lashes. 

Three mascaras address different performance goals—Full Volume Mascara with a curved molded brush; Extended Wear Mascara with a tapered twisted-wire brush for length, separation, and lift; and Lash Extension Tubing Mascara with a pink twisted-wire brush with a tapered tip. 

HCT completes the routine with Gentle Melt Mascara Remover in its Mascara with Comb Pack. The comb applies a conditioning formula directly to the lashes to dissolve waterproof mascara without rubbing or tugging.   

An Innovative Brush-On Mascara Remover & More

Lancôme is at the forefront of the move toward lash care with its Mascara Melter, a brush-on remover that looks like a mascara. It’s a first-of-its-kind formula, according to the brand’s representatives, designed to melt away mascara so it slides off the lashes. 

“At Lancôme, the future of mascara innovation doesn’t stop at application,” the brand states. The formula is 93% skincare-based, with jojoba oil and squalane to condition and protect lashes for 24 hours. Apply it with the two-sided Lash Hugger Brush (which resembles a comb) that coats each lash with precision. “It’s a luxurious new ritual that transforms mascara removal into an act of lash care,” according to the brand.  

Another brand, Twenty Twenty Beauty, launched Clean Sweep Mascara, which combines color with lash-nourishing benefits. The brand collaborated with the team at GPI Beauty to develop the mascara’s clean, high-performance formula and packaging as a turnkey project. The formula meets stringent eye-safety standards for sensitive eyes. 

DIBS Beauty, an influencer brand known for its unique, fun, functional packaging, sells a mascara and primer in a double-ended package. Double Standard Primer & Mascara Duo has a brown tubing primer on one end and a black volumizing mascara on the other. 

The primer has an elastomer-bristle brush, and the mascara has a “290-fiber” bristle brush. Use each formula alone or layered for more lifted, thickened, and defined lashes. The formulas are infused with shea butter, hyaluronic acid, and Vitamin B5 to nourish lashes.

Rethinking the Twist: New Ways to Open Mascara

A mascara package’s opening and closing gesture may not seem like an opportunity for innovation. Several suppliers, however, are finding ways to rethink the traditional twist-off cap. 

Brivaplast’s patented Click ’n Go system replaces the conventional two-handed twisting motion with a one-handed click. “This design introduces a completely new, patented gesture,” says Manera. “The fun one-handed ‘click’ system, for both opening and airtight closing, is a smooth, intuitive motion that effortlessly simplifies mascara application from start to finish,” explains Minera. “It also significantly improves accessibility, proving especially helpful for individuals with physical or motor impairments,” she says.

After pressing the slightly curved top of the cap, the user removes the applicator, then clicks it back into place after use. The curve accommodates the fingertip, while the closure provides tactile confirmation that the package is securely closed. Ulta Beauty uses the package for its Pop Star HD Volumizing Mascara.

A New Gesture-Driven Design & a Two-Way Mascara Pack

GPI Beauty takes a different approach with Pinch Perfect, a new gesture-driven mascara package. The responsive squeeze mechanism is playful, while the pack’s streamlined silhouette looks modern. 

“Instead of a standard twist-off cap, users simply pinch the sides to release it, turning a routine motion into a tactile, fun interaction,” explains Megan Gunn, senior director, strategic marketing at GPI Beauty.

Pibiplast’s Two-Way System lets consumers open a mascara by twisting the cap clockwise or counterclockwise. The ambidextrous gesture accommodates the user’s natural hand movement rather than requiring a predetermined direction. 

The dual-direction system doesn’t require additional components compared with a conventional mascara package and can integrate with existing filling and assembly lines. It is compatible with fiber and molded brushes and can be made in mono-material PP or recycled PP. “The goal is to improve user experience without increasing technical complexity or environmental impact,” says Paola Mazza, Marketing Director at Pibiplast. 

These three opening systems, ideal for mascara packaging or lash care products, show that packaging innovation can mean a subtle but impactful change. Brivaplast changes a twist to a click, GPI Beauty asks users to pinch, and Pibiplast allows a twist in either direction. Each turns an everyday motion into a point of differentiation.   

Finding a More Sustainable Path

Mascara can be challenging to make more sustainable. Its packaging contains several small components, and each has a specific role in protecting the formula and controlling its application. 

Suppliers are offering several types of eco-friendly designs for mascara packaging. These include using PCR materials, mono-material designs, recycled and bio-based fibers, refill systems, molded decorations, and lower-impact finishing processes. 

Geka presented its Classic Lashes Mascara at Cosmopack Bologna 2026 as an example of how these strategies can work together. The package is made from 100% PCR materials, while its brush incorporates Geka’s fiber technologies, including PCR-based material options.

Geka says combining PCR materials with its Shadow Printing process reduces carbon emissions, while delivering premium decoration effects. The deco process creates up to 26% lower CO₂ emissions compared to conventional matte lacquering.

“We also developed the industry’s first bulk- and formulation-compliant PCR-PP material for cosmetic packaging, enabling up to 75% CO₂ reduction compared to virgin PP,” says Geka’s Wattripont. “In addition, our portfolio includes PCR and bio-based fibers that combine sustainability with high application performance. We marketed the first PCR-fiber filaments for mascara and eyebrow application,” he says.

When we asked Wattripont about refillable packaging for mascara, since several brands are already marketing the concept, he suggested other eco-friendly solutions. “While refillable mascaras may become relevant in the future, we currently see the greatest sustainability potential in scalable solutions such as PCR materials, mono-material concepts, sustainable fibers and low-impact decoration technologies,” he explains. 

Refillable Mascara & Mono-Material Packs

Soshe Beauty is one of the few brands pioneering refillable mascara. Its Peptide Lengthening Mascara and Waterproof Tubing Mascara, described above, are in the patented refillable pack, shown. The brand commercialized the patented design in partnership with ICONS America. Recyclable PP inner bottles are housed inside a refillable PET outer bottle and cap. Even its decoration looks premium while being eco-friendly.  

Mono-material packaging is another eco-friendly solution, and Pibiplast’s Two-Way system pack can be produced using a single material. The supplier also developed a Recycled PBT Peanut Brush made with 60% PCR. Its star-shaped fiber cross-section creates grooves that increase formula pickup and retention before releasing the mascara progressively onto the lashes.

Brivaplast’s Click ‘n Go packaging system is available in PCR material, offering brands an innovative design that’s also eco-friendly.

Sustainability is complex—and there are many paths a brand can take to design and produce more eco-friendly mascara packaging. The formula, manufacturing process, and expected consumer behavior all factor into a brand’s decision.   

The Bottom Line

For mascara, as with all beauty products, design attributes help convey a brand’s identity to consumers. A mascara pack’s shape, decoration, and opening gesture, along with the use of eco-friendly materials or refillable designs, are all ways to “speak” to the consumer. 

It’s exciting to see so many suppliers partnering with brands to create distinctive mascara packaging with innovative design attributes.