The beauty packaging industry is resilient. Despite the pandemic, sales increased by 3% from 2020 to 2021. Toiletries categories remain the largest contributors to packaging volumes globally, led by everyday hygiene products such as bar soap, shampoo and toothpaste. To meet the needs of new consumer routines, shopping habits and preferences, beauty brands are changing their packaging designs in fundamental ways and prioritising sustainable and digital investments.

Consumers focus on health, hygiene and wellbeing

The pandemic heightened the focus on health, wellbeing and hygiene. While product claims such as holistic, clean, and natural still resonate with consumers, their focus is shifting towards the basic principles of health and being free from disease. Beauty consumers are embracing self-care and adopting healthier lifestyles, with the home becoming their main wellness hub. In terms of packaging, the focus on hygiene translates into growing packaging volumes for toiletries, and demand for hygienic solutions continues to grow, benefiting stick formats in categories such as skin care and colour cosmetics. For example, Milk Makeup’s range of products in stick format allows consumers to carry out a skin care routine without touching their face. Meanwhile, ingredient safety and transparency have also become essential to consumers. Increasingly, therefore, brands clearly list the ingredients used in the composition of their products on the packaging, protect the integrity of the formulation using airless packaging, and use NFT technology to convey more information on the product.

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