Skincare packaging is as diverse as the number of products on the market— and packaging options are plentiful. Brands are touting everything from ‘skin streaming’ to ‘easily separable.’The global skincare market size is expected to soar from $146.7 billion in 2021 to reach $273.3 billion by 2031, according to Allied Market Research. Beauty brands have a growing opportunity to capture sales, but with that comes stiff competition in a crowded market. “Skincare companies are looking for a competitive advantage,” the report states.

Package design and innovative formulations allow beauty brands to differentiate and rise above competitors. Brands are choosing all types of plastic, glass, and aluminum packaging to house a wide variety of skincare products—from foaming cleansers to whipped moisturizers, oil-based serums, and more.

Serums are among the most popular skincare products, and global demand is expected to grow by more than double, rising from $3.1 billion in 2021 to over $6.3 billion by 2031, according to Transparency Market Research. As a result, there’s a rising demand for dropper packs, suppliers say. “We’re seeing a growing demand for droppers for skincare serums, says Stephanie Rowntree, product manager, HCP Packaging. “Consumers appreciate a ‘no-touch’ application for enhanced hygiene and targeted application.” 

Consumers are increasingly looking for products to address specific skin issues such as acne, blemishes, and open pores—and these concerns are fueling demand for skincare serums, the Transparency report states. Several recent launches align with these trends, featuring innovative products in eye-catching packaging.

Benefit’s new Porefessional skincare range addresses multiple issues related to highly specific concerns and represents a new category for the brand, Pore Care. Why focus on pores? “In our research, we found that pore size, clogged pores, and uneven texture are three of the most commonly reported problems among our customers,” a Benefit spokesperson says. “We launched our original Porefessional Smoothing Pore Primer in 2010, which started our obsession with pores. We continued developing new products to smooth and minimize pores, expanding the franchise to include additional primers and a setting spray—and now, a Pore Care collection.”

Benefit’s packaging is equally innovative and uses an uncommon material for skincare—aluminum. (For more about Benefit’s aluminum packaging, see the sidebar below.)

Olay’s new Super Serum rises above competitors with its next-gen, on-trend ingredient, activated niacinamide. Its unique take on the dropper pack design is equally innovative. “Consumers perceive serums as offering a higher level of efficacy and potency—and they can be highly effective when designed properly and when ingredients are optimized to work together,” says Dr. Rolanda Wilkerson, principal scientist, Olay North America.

Wilkerson mentions the trend “skin streaming” and says consumers are looking for ways to streamline their skincare routine—and Olay Super Serum was designed with this in mind. “It minimizes the need for multiple serums. We combined unexpected ingredients in a clinically tested formula and intentionally ensured it would deliver fast, continuous results,” Wilkerson says. (Olay Super Serum also delivers a color-changing application experience in an innovative dropper package.)

Consumers Want Science-Backed Skincare

Skincare brands that focus on conveying science-based facts will win the marketing game, experts say. A conference at MakeUp in NewYork in September echoed this trend. “Trust in science is at an all-time high,” said speaker Leila Rochet, founder of Cosmetics Inspiration & Creation. Speaker Sarah Jindal, senior director BCPH, of Mintel, spoke about ways to gain the consumer’s trust.  A Mintel study found that skincare brands affiliated with a physician are seen as more trustworthy. “Consumers are digging into ingredients and looking for information wherever they can find it,” Jindal, said. “Skincare consumers want information, validation and results. We have to make sure we’re leading with efficacy,” she advised conference attendees.

Alastin, a Galderma brand, has over 40 peer-reviewed clinical publications and eight years of documented safety. “Consumers are demanding skincare with proven efficacy, and our clinically-tested products and results transparency sets us apart,” says an Alastin brand representative. “Our approach to skincare product development is to test, prove, and test again. Without novel, scientific proof behind a product, we won’t pursue it,” the brand says.

Alastin’s new C-Radical Defense Antioxidant Serum is in an airless package to ensure the formula remains stable. “We selected an airless pump package to minimize the contact with air,” a spokesperson says. “It also allows the user to dispense the serum in a controlled and precise way to minimize waste.”

Ustawi is another brand that provides consumers with “evidence” to gain the consumer’s trust, and compelling “before” and “after” photos are displayed on its website.

Ustawi’s 5-in-1 Eye Serum Perfector provides instant lifting and depuffing, and reduces dark circles over time with licorice root extract, vitamin C, myrtle leaf, and the citrus bioflavonoid hesperidin. The serum is in a PE tube, silkscreened in red, and paired with a PP cap. It features a cooling applicator made from a zinc alloy that doubles as a facial massage tool.

“We chose this tube and applicator because it’s the best way to apply the product without using a finger, to ensure protection from contamination,” says Louise Danel, manager of product development at Ustawi. “We tested several tubes and tips to find the best packaging for our formula. We conducted tests for three months at different temperatures to validate compatibility, and a use test in real conditions was done to ensure ease of application,” Danel explains.

HCP’s Rowntree says packages that include integrated applicators, like Ustawi’s, are a growing trend. “Tools and dispensing tips can provide a more targeted application and massage a product directly into the skin for a sensorial experience,” she says.

Airless & Eco-Friendly Solutions

Airless packaging is popular for skincare, but there is also a growing concern over the eco-impact of pumps. They can be in harmony, suppliers say. There are mono-material airless solutions and packaging designed to separate easily for recycling. 

“The need for eco-friendly packaging isn’t entirely discouraging the use of airless packaging, as much as it is pushing us to continually innovate,” says Andrea Greff, senior manager of design and marketing at NF Beauty. “Many skincare brands with sensitive formulations require airless packaging—this hasn’t changed. Our design and engineering teams are continually researching alternative materials and partnering with vendors that can produce new materials. It’s a global effort,” she says.

NF Beauty’s All-Out Collection includes its All-Out airless jar and All-Out pump. “It features an outer glass jar for a luxe, weighted feel, and an inner PP airless cartridge,” says Greff. “All components are recyclable,” she says.

Reports show a rising demand for cleaner formulations made with natural ingredients is fueling a rising demand for airless packaging. The global airless packaging market size was worth $5.8 billion in 2022, and is expected to reach $9.4 billion by 2032, according to Precedence Research.

Bubble, an indie brand, chose an airless package for its new Cloud Surf Water Cream Moisturizer. It has a whipped texture, and it’s in an airless PP jar decorated with silk-screening. Pressing down on the top dispenses the product. “We chose airless packaging to keep the formula sanitary,” says Jessaline Orlansky, head of product and packaging development, Bubble. The bottle and cap are injection-molded in a custom color. Bubble is rolling out to all 1,360 Ulta Beauty locations nationwide, which will bring its distribution to more than 10,000 doors across Ulta, Walmart, and CVS.

Sisley Paris chose an airless package by Lumson for its All Day All Year “global protective shield.” The anti-pollution formula features a silky, melt-in texture and protects the skin from aggressors that can cause premature aging.

The package features an elegant glass bottle with a minimalist look that “embodies the refined luxury of the Sisley brand,” Lumson states. It is a custom version of Lumson’s TAG airless bottle, featuring its pouch technology, which preserves the integrity of its formula and ensures easy and precise dispensing.

The bottle is decorated with an inner semi-transparent lacquering, while the pump and cover have an aluminum overshell. The customized overcap features an embossed logo on top. The pump, pouch, bottle, and overcap easily separate for recycling.

Several suppliers say they are offering collections designed to help a brand differentiate—and accommodate the growing number of requests for airless packaging solutions. HCP’s Affinity Airless collection features an elevated look that includes the supplier’s patented Affinity Airless pump, with its disc-valve engine and vacuum system that prevents air re-entry. “The airtight design preserves the potency of sensitive actives,” says Rowntree. The pump is suitable for low to high-viscosity skincare formulas. “It offers superior functionality with 360-degree, controlled dispensing and fast priming. We also offer extensive in-house finishes,” she says.

Richmond Container’s Spirit and Evoke airless collections can accommodate highly viscous formulas. “These airless ranges feature a squat design for a striking shelf presence,” says Mark Steven, marketing and customer services manager at Richmond Container. “They are ideal for skin creams, serums, and toners. They feature an all-plastic design that is fully recyclable,” he says.

Elcos offers its 400 Series collection of metal-free mono-material packaging with airless pumps designed for easy recycling. “This is our most sustainable collection and can be produced in glass and PCR,” says Sejin Kim, international sales and marketing at Elcos America. The bottles and jars are ideal for serums and lotions. “It is critical for suppliers to offer cleaner formulas and more sustainable packaging for skincare. It’s also important to not compromise on outstanding design,” Kim says. The supplier offers customized decorating, including silk-screening, hot-stamping, and more.

Like Benefit’s Pore Care collection, aluminum is becoming more popular for skincare—and the material is sustainable. “A decade ago, we were one of the first suppliers in North America, if not the first, to promote aluminum packaging for high-end applications—and now their sustainability is sparking a huge interest,” says Michael Warford, director of new business development, ABA Packaging.

ABA offers stock and custom aluminum packaging. Warford says ABA’s threaded neck aluminum bottles are popular for foaming skincare products. “Our aluminum bottle engineers have developed a unique threaded neck finish that mates well with certain pumps, including a popular foaming dispenser on the market.”

Warford says there’s an increasing interest in ABA’s aluminum jar packaging for face masks, moisturizers, and balms. Decorating options on manufacturing lines include offset-printing technology, hot-stamping, and spot varnishing. “This capability offers brands a high level of decorative effects without high decorating costs,” he says. “Our aluminum jars and caps can be offset-printed, while some of our standards can be spray- and screen-printed,” he adds.

Refillable Packaging for Skincare

More brands are looking for refillable designs to decrease their packaging’s eco-impact—and suppliers are answering the call with stylish packaging options. “Sustainability and airless packaging to protect ‘clean’ skincare formulas are key trends and a key focus for us,” says Tony Son, general manager, Samhwa USA. “Skincare brands are leading with these requests,” he says.

Samhwa worked with Dr. Whitney Bowe to deliver refillable airless mono-material PCR packaging for the brand’s skincare line. The package is made using 30% PCR. The outer glass bottle is refillable and looks luxurious, while the inner bottle is recyclable PP. “The outer bottle and pump are designed for long-term use, and only the inner refill is replaced,” says Son.

Trinny London, a UK brand, chose refillable packaging for its Skincare Starter Sets, custom-designed by HCP. The small refillable pots feature a bold look and a clever stacking design.

“We included PCR in many components. We custom-designed a plug that delivers a ‘click’ and provides a secure closure to preserve the formula. Each stacking pop is color-matched with its ‘parent’ pack,” says Rowntree. The cap’s disc is debossed with the brand’s logo. “It is metallized in silver for an eye-catching reflectivity,” she says. Graphics are applied using shiny silver foil, with white and gray screen-printing. 

Libo Cosmetics has also been fulfilling requests by skincare brands for sustainable packaging to accommodate clean formulas. “Many skincare brands tell us they are looking for reusable, refillable, and easily recyclable packaging,” says Chloe Lin, senior vice president at Libo Cosmetics.

Libo Cosmetics offers a new refillable PET jar with a pump that stands out as a favorite among skincare brands, Lin says. “It is user-friendly—and an eco-responsible design that can be refilled and recycled effortlessly,” says Lin.

The 53ml jar contains a removable inner container. The cap and base are PET, while the inner cup is PP. “We designed this jar to address the increasing demand for refillable cosmetics solutions that can help minimize a brand’s carbon footprint,” says Lin. Various decoration options are available, such as spray, silk-screening, metallizing, stamping, and more.

What’s Next for Skincare?

Wondering about the next skincare packaging trends on the horizon? HCP’s Rowntree says creating a better user experience for all consumers will be key. “Accessible functionality—it’s an attribute we carefully consider for all new designs, especially skincare packaging. Our Ringo Refill Jar is an example, and we will continue to launch new innovations,” she says.

Sustainable packaging will also continue to evolve. “It is critical to the future success of all beauty brands,” says Rowntree. “Refillable designs will be more important,” she predicts.

As far as product trends, consumers will continue to look for formulas with proven efficacy, according to Alastin. The brand says it will continue looking at ways to be innovative and disruptive—with more advanced science-based formulas.

Speaking at the conference at MakeUp in NewYork, Mintel’s Jindal said skincare consumers can expect to see more hyper-personalized products. “What we’re seeing with diagnostics, looking at other industries, such as medical—there are interesting implications for beauty,” she says. Jindal spoke about Shiseido as an example. “Shiseido’s research is going beyond the microbiome and looking at the bacteria on the surface of the skin. That is used as a fingerprint for each individual—and ultimately at some point in the future, we may be able to create super-premium, hyper-personalized skincare based on everything happening on the surface of your skin.”

No doubt there are exciting developments ahead, for both skincare and packaging.  

Olay’s Super Serum Reinvents the Dropper Bottle

Olay’s new Super Serum, in a dropper pack, combines the brand’s own activated niacinamide with vitamin C, collagen peptide, vitamin E, and AHA. It helps to improve skin texture, even skin tone, firm skin, smooth visible lines, and provide long-lasting hydration. Visible results are backed by clinical trials.

Olay says the name Super Serum comes from its “super-powered niacinamide.” Researchers first identified the new skincare active in 2013 when it seemed to disappear in a test solution before learning in 2017 that it broke down into a more effective low-pH activated niacinamide. “Our groundbreaking discovery of low-pH niacinamide offers users all of the benefits of niacinamide with improved results in less time,” explains Dr. Rolanda Wilkerson, principal scientist, Olay North America.

The formula changes from a soft pink iridescent hue to clear. The surprising application experience is on-trend, as color-changing cosmetics are racking up over 600 million views on TikTok, and counting. The ingredient that gives the Super Serum its iridescence is sustainably sourced mica.

“We intentionally formulated a color-changing experience as a visual way to let our consumers know that the product was fully absorbed,” explains Aster Chew, skincare packaging development scientist at Olay. “Our team knows the importance of a delightful 360-degree consumer experience. We are always looking to develop ways to enhance a product at every step, from unboxing to the moment a formulation makes contact with the skin,” she says.

Olay Super Serum is in a recyclable glass bottle featuring a unique “O” shape that sets it apart from all other dropper packs. The circular front is silk-screened in a pearly white hue and features the Olay logo and product name. The rest of the bottle shines in an iridescent color that matches the product. “Our team wanted to create a bottle that looked different from all other Olay serums,” says Chew. “The bottle shape is inspired by water droplets—the idea was to convey the purity and concentration of the serum,” she explains.

A clear glass dropper delivers a precise dose while showcasing the serum’s iridescent hue. The dropper bulb is rubber and slightly oversized with an indentation that guides your fingers to easily press to dispense. “The bulb design was intentional,” says Chew.

“We conducted consumer tests during the design phase to ensure the packaging was delightful for consumers from shelf to user experience.”

Benefit’s Metal Packaging Shines

Benefit Cosmetics, known for its brow products and makeup, is owning the Pore Care skincare category. Benefit’s Pore Care collection shines bright in silver aluminum packaging, decorated with large pore-inspired polka dots. “Color-coordinating the entire Pore Care collection was a strategic decision to help customers navigate the different categories of products, a brand spokesperson says. “We created a color scheme that features yellow to represent the products that visibly minimize pores, purple to represent clearing pores, and teal to represent smoothing uneven texture,” the brand explains.

Aluminum bottles with pumps house the cleansers and toner. There’s also a screw-top tin and aluminum tube for the moisturizer and masks. “Using aluminum was an intentional decision made with sustainability in mind,” a Benefit spokesperson says. “Several components are made with PCR aluminum. Making recycled aluminum only requires a small percentage of the energy needed to make new aluminum—it is estimated that nearly 75% of all aluminum ever produced is still in use today, according to The Aluminum Association,” the brand explains.

The collection also includes several travel-friendly minis—and a unique skincare applicator and cleansing tool, the Mask & Pore Care Cleansing Wand. The double-ended silicone spatula applies masks, cleanses, massages, and exfoliates.

Benefit also has a new beauty tech tool to engage and educate online shoppers by analyzing their skin to demonstrate which pore care products they need. The brand partnered with Perfect Corp. to launch its first-ever pore analysis tool, P.A.T.

Using a computer’s or smartphone’s camera, P.A.T. scans the user’s face to analyze pores in real time and convey information about clogged pores, pore size, and uneven texture. Potential concerns and causes are conveyed in the results, along with personalized product recommendations.