Today’s beauty industry suppliers and brands must juggle many criteria to enter or stay in the consumer limelight, including balancing “clean formulas” with luxe and sustainable packaging; conquering supply chain issues while managing stock; creating new material options in line with rising costs; and keeping up with fluctuating markets as they expand into new ones. All while relying on creative thinking to launch the buzziest, most innovative solutions—and stand out on Instagram or TikTok.

“Innovation” has always been a mainstay of Beauty’s emotionally-driven vocabulary, with customers always looking for what’s new, what’s most attractive, which has the most unique dispenser or the most engaging aroma…

But what once meant a unique selling point for a fragrance bottle or a compact, now spans the gamut from an all-metal mascara to a biodegradable paper pouch to a more efficient assembly or filling line, to a mono-material bottle that’s beautifully decorated, but also a cinch to recycle. Over the last decade, sustainable packaging has become a key aspect of packaging innovation for everything from labeling to recycling.

Related: How the Cosmetic Industry is Redefining ‘Clean Beauty’

New insights and data from Mintel’s 2025 Global Beauty and Personal Care Trends show that 61% of U.S. consumers expect brands to take the lead in addressing environmental issues; and 55% of U.S. adults agree that recent climate disasters have made them more determined to make sustainable choices. Growing legislation, especially in Europe, is also driving the issue.

Clare Hennigan, Principal Analyst BPC, Mintel, says, “Consumers are demanding products that not only deliver on performance, but also prioritize environmental responsibility. The beauty industry is headed toward groundbreaking sustainability initiatives that harmonize with the Earth’s natural systems. Brands will explore solutions rooted in the soil, leveraging regenerative farming, and sustainable fishing practices.”

Has sustainability gotten in the way of “traditional” innovation?

Mintel’s Global New Product Database (GNPD) shows that for the first half of 2024, less than half (46%) of global beauty and personal care CPG launches are genuinely new products, according to their latest report “The Role of Innovation in the Future of the CPG Industry.”

This is the lowest proportion of beauty innovation Mintel has recorded in 10 years, as in 2015, almost two-thirds (63%) of launches were “genuinely” new products; in 2024, over half (54%) of beauty launches are ‘renovations’ (i.e, line extensions, reformulations, new packaging, or relaunches).

However, innovation is not limited to “genuinely” new products.

Defining Innovation

Allan Hafkin, Global Package Engineering and Development executive, tells Beauty Packaging: “Innovation is one of the many overused words that means different things to different people. Webster defines innovation as a new idea, method, or device. It’s hard to argue that definition other than that it offers no tangible metric for determining value or impact.”


He recommends that the industry consider defining innovation in terms of today’s beauty world “as a process, product, or system that did not previously exist in that form and has a positive influence in terms of our consumer, our business, or the greater community.” This definition, he says, “is also very broad, but we can use it to begin to qualify or quantify an innovation. 

“Today, more than ever,” continues Hafkin, “we need to think of innovation in terms of consumer benefit. Every day, brands use creative marketing campaigns to demonstrate innovation. Convincing a consumer that an incremental improvement to existing technology, process, or product is “truly unique” or even a “breakthrough” can be measured in terms of brand awareness and sales.”

Coco Fesse TOps 100% Ocean Bound Plastic Jar with a Bamboo Cap

Coco Fesse says it recently moved toward its sustainability goals to “combat plastic pollution” when it housed its moisturizing Twerk Crème in a jar made from 100% Ocean Bound Plastic, and topped it with a cap crafted from bamboo, a renewable resource “known for its durability and eco-friendliness.” Additionally, each jar includes a bamboo spatula, which the brand says, “promotes zero-waste usage while providing an elegant touch to your beauty routine.” The packaging is completed with an FSC-certified recyclable carton.

Related: What’s New in Sustainable Packaging?

Communicating the Benefits

Even small or unseen features can indicate innovation in packaging, process, application, or eye-popping attraction.

Hafkin says, “Often, we are just not communicating the benefits or new possible uses of a product. New ways of leveraging insights with existing technology or capability are the low-hanging fruit for brands and packaging suppliers. In every part of our business, we can find examples of this. A simple change in graphics can make something ‘Instagrammable,’ thereby making a significant impact on consumer purchase intent. Likewise, a slight variation in the shape of an applicator can significantly improve the performance of a product that can be measured. 

Chantecaille Shines with Textured Deco

Chantecaille’s new limited edition Gilded Garden Collection for Holiday 2024, was designed to “transport us to the abundant botanical garden that inspires the world of Chantecaille.” It includes 3 eye and 2 Lip Cristals with shimmering deco. The compact surface contains a small percentage of real gold. The gilded gold compacts and lipsticks feature floral decoration done with raised silk-screening to give the beautiful textured effect. Both the compact/lip are metallized, which gives them their beautiful shiny finish. The brand’s ongoing 1 Lipstick =1 Tree campaign with the Sheldrick Wildlife Trust has resulted in 141,144 trees planted in Kenya to-date.


“Innovation that is not consumer-facing can also have a significant impact on brands and our industry,” says Hafkin. “A change in the assembly of a cap and collar on a package can drastically improve automation in a manufacturing process. Simplifying a supply chain can significantly reduce time to market and cost. There are few ‘novel’ or ‘truly unique breakthroughs,’ ” he explains, “but incremental improvements or creative applications of existing technologies are fundamental to all areas of our business. Innovation is not often obvious to the consumer, or even to brands. This type of innovation makes products better, packaging more sustainable, lowers costs, makes them more attractive, or user-friendly… you pick the improvement! The possibilities are endless.” Read what else Hafkin has to say in his Column on Innovative Packaging. 


David Lickstein, Global Head of Packaging Innovation, Sustainability, and Experience at Kenvue, shares details behind the sustainable packaging for some of Kenvue’s legacy products. He tells Beauty Packaging, “Now more than ever, products must be designed with innovation and sustainability as a unified core tenet. It is now part of the framework that can help products remain on shelves for years upon years.” Read Lickstein’s full views on Innovation at Kenvue in his Exclusive Q&A with Editor-in-Chief, Jamie Matusow. 

Small Touches, Big Finishes

For an overall understanding of what the industry is currently categorizing as “innovative,” we reached out to packaging suppliers, corporate brand executives, trend and data analysts, and others for a closer look. Often, innovations entail partnerships or collaborations.

As noted previously, the No. 1 trend that suppliers are currently seeing is brands seeking sustainable packaging for their products—but that doesn’t interfere with their search for the most-innovative ideas.


One packaging supplier recently told Beauty Packaging, “We have to be able to provide brands with a unique feature that can set them apart from their competitors.” For instance, at Luxe Pack Monaco, Axilone’s new ability to add a brand name to a dropper stem intrigued brands looking for an additional level of luxe and consumer attraction.

Related: From Plain to Premium

Also at Luxe Pack Monaco, Interparfums and Heinz Glas collaborated on an attention-getting package for a new Karl Lagerfeld fragrance. Metallization is a strength for Heinz, and the design was difficult to achieve. But they “worked step by step to adapt and to make it possible.” The bottle launched in September 2024, with full metallization—fire polished, “an exquisite technique.” Heinz can fire polish in specific areas. Vacuum metallization can create any color. The Karl bottle chose a salmon hue for women; and silver for men. Details are accurate down to the former Chanel designer’s ponytail and glasses. Mini travel sizes match the full-size packs. They worked step by step with the designer Alnoor.

Innovating Around Environmental Concerns

At Texen, Julie Vergnion, Marketing and Communication Director, tells Beauty Packaging, “Innovation, while always bringing a dimension of change and novelty, is no longer seen in such a drastic way.” She explains that in the world of cosmetics packaging, innovation can come from many directions: design, technical features, gesture, usage, but also materials or smart ways to reduce price. “For some years now,” says Vergnion, “innovation must be proposed through the prism of eco-responsibility, which has become a prerequisite. Eco-regulation brings, with it, a host of constraints, some real opportunities to innovate and find new solutions in terms of materials, design, and decor.”


Franco Diaz CPP, Head of Business Development-Americas, for JPATTON—a leader in physical and digital product security—expands on a more traditional approach, saying, “truly unique” certainly meets the burden of “innovation.” At JPATTON, he says, “We take that a step further by utilizing cutting-edge aesthetics combined with customized product authentication features that offer utility, all on sustainable substrates.”

Of course, packaging industry suppliers are dedicated to adhering to clients’ needs.

At TNT Group USA, Boris Schaefer, VP Sales, says “In most cases, we technically implement our clients’ briefs, which are usually quite complex. So, at TNT, innovation means being able to bring an idea to life, optimizing the design through engineering, the choice of environmentally friendly materials, technological processes, and industrialization.”

Projects are often unique, but Schaefer says, “We always find the right idea.” Many of TNT’s [packaging] pieces look like pieces of goldsmithing and also require manual steps, always different. “Each new project requires technical innovation to offer an exceptional product,” says Schaefer. TNT Group also knows how “to be proactive and inspire brands” he adds, pointing to recent projects they did with Westman Atelier and Chanel. “These two award-winning achievements were technical challenges at different levels. Knowing how to meet them is our strength.” (Read our article on Westman Atelier on page 44 of this issue and at BeautyPackaging.com.)

Formulary 55’s ‘Giftworthy’ Presentation

Formulary 55, a botanical-based line of luxury bath, body, and home products, says they are “luxurious yet affordable, and free of all harmful chemicals and toxins.” Products include bath bars, sparkling bath tablets, candles, hand creams, and more. They are hand-poured and hand-wrapped at the company’s artisanal facility in Pueblo, Colorado, using natural botanical ingredients sourced from all over the U.S. And there’s no need to wrap prior to gift-giving, as products are packed in black-and-white paper printed with exclusive vintage botanical art. Candles are housed in diamond-etched or sleek black containers.


Schaefer tells Beauty Packaging that TNT Group has been involved in a variety of diverse projects and clients, developing the massage accessory for Supremÿa at Night, the spatula for Sublimage by Chanel, and the packaging for Sisley’s lipsticks and balms, many of which are refillable.

He described the patented rotary applicator of the N°1 de Chanel Revitalizing Eye Serum as “an exceptional feat of mechanical engineering.”

ColourPop Cosmetics’ Bratz Collection

Never at a loss for creating a seemingly endless number of “accessibly priced” often glittery, new collections, one of ColourPop Cosmetics’ latest launches is focused around Bratz American fashion dolls. Geared primarily toward Millennials and Gen Z, this limited-edition collection features 2000-era makeup trends with Lippie Kits inspired by Yasmin, Cloe, Jade, and Sasha (and since 2015, Raya), the original Bratz Dolls, known for their “passion for fashion.” ColourPop Cosmetics are made in the USA, vegan, and cruelty-free.
As the prime contractor for the project, TNT collaborated closely with Chanel and FaiveleyTech to develop the patent-pending rotating and cooling applicator for the N°1 de Chanel Revitalizing Eye Serum, designed to massage and refresh the eye area. The applicator features a total of eight components, structured into two interconnected mechanical sub-assemblies. These sub-assemblies are joined together by two POK rings, which Schaefer says “ensure the long-term reliability of the rotating function.”

The first sub-assembly consists of the textured head and tube, both crafted from stainless steel. The second sub-assembly comprises two end caps and a stem, also made of stainless steel. The top end is used to assemble the PP insert, which is designed to be screwed onto the thread of the glass bottle. The set is combined with a Sulapac cap produced by FaiveleyTech. The applicator can be reused on a refill bottle.

Related: Makeup Applicators & Brushes Designed for Superior Product Performance

Quick-to Market Innovation

In addition to something new and different, brands are also working on an accelerated launch timeline.

Dominic Bakic, owner and CEO, Bakic Group, says “Innovation in today’s beauty world has evolved significantly from simply being about creating something ‘truly unique’ to encompassing a broader range of criteria that reflect both the changing demands of consumers and the industry’s response to societal trends.”

One of the major shifts Bakic has seen is toward rapid innovation cycles. Brands are pressured to introduce new products quickly, in order to stay relevant; this is driven by social media, where trends can emerge and fade within weeks. As a result, Bakic says innovation is often seen in terms of efficiency in development and agility—producing and launching products faster to meet consumer demand.

For instance, Bakic says their Mila custom stick is an example in which their designers took their standard Mila stick and customized the stick’s shape by introducing a rill structure in the body and a podium-like lid. The design intends to involve the consumer with a playful and Instagrammable appearance. Bakic says “Rill structures have become very popular, due to their unique and eye-catching look and feel. The undulating pattern of rills creates a dynamic and visually interesting texture that sets it apart from traditional smooth packaging surfaces.”

Bakic explains, “Beauty consumers today also expect brands to prioritize eco-friendly materials, clean formulations, and responsible sourcing. Packaging innovations that reduce plastic waste, refillable containers, and upcycled ingredients are all examples of how brands innovate around environmental concerns.”


The goal of innovation remains to attract attention, surprise, and stand out, regardless of the product segment, according to Marianne Wenzel, Director of Innovation at Rissmann. She says Rissmann’s in-house design office and innovation department in Germany aim to combine sustainability by creating 100% FSC paper and cardboard packaging “with the most virtuous decoration processes possible: water-based inks, embossing, micro-embossing, laser, but also foldable shapes for boxes. We aim for the beauty of materials, shapes, and, ultimately, the beauty of the moment when the consumer holds the product in their hands.”

Recent projects from Rissmann include a 100% paper bag with a suede effect, obtained by folding, or with holographic effects, an array of luxury “fold-flat” boxes, a 3D Garden presentation box, and a rigid gift box with drawers, as an interpretation of a traditional Advent calendar, but with “a versatile, timeless, and durable use throughout the year.” Customer engagement continues via a QR code. Wenzel says, “We push the limits to offer designs, shapes, and textures that surprise, while being realistic in terms of industrialization, costs, and lead time.”

Related: Making Connections Through Cartons

Innovation today should be driven by real customer needs and expectations, according to Essentia’s Katia De Martino, General Manager. “The beauty market is overcrowded, creating a paradox: Consumers face more difficulty finding the right products for them despite a plethora of options, and yet, unmet needs persist.” Sustainability must also lead innovation, says De Martino, considering the entire product lifecycle and how consumers actually use the product. “Beyond novelty,” she says, “innovation must be meaningful and aligned with both functionality and environmental responsibility.”

Innovation That Draws Customers In

What are some of the key innovative features that draw shoppers to a product, and engage them enough to make a purchase?

Texen’s Vergnion says the pack is one of the main factors triggering the act of purchase. “Beyond its initial functions of protecting and preserving the formula, it is an element of direct communication from the brand to the consumer. It must seduce and become a real desirable object.” She says expectations in this area depend more on positioning (Luxury, Mass, Masstige) than on the product’s market segment. Most brands, she says, require more sustainability with the incorporation of PCR materials, recyclable claims, and/or refillable ones. Skincare packs, especially shampoo and body wash have led the refillable trend, followed now by fragrance packs.”

“Consumers are drawn to beauty products through a combination of emotional, sensory, and practical factors,” says Bakic, “and packaging plays a crucial role in creating this initial connection.” The impact of packaging can vary depending on the beauty category, but certain universal elements are influential across the board such as visual appeal/aesthetics, brand storytelling/identity, and functionality.”

At Essentia, De Martino says consumers increasingly favor eco-friendly solutions. “However,” she adds, “most are not yet willing to compromise on aesthetics or functionality for sustainability.” Recognizing this, she says their designs aim to deliver added value while minimizing environmental impact. “Packaging plays a key role in each category, but its significance evolves with consumer expectations. For example, lip products may prioritize portability and style, while face products might focus more on precision and hygiene.”


The Smart Palette, from Essentia, aims to address the issues found in traditional multi-shade palettes, where essential colors are quickly used up, rendering the entire palette unusable, says De Martino. “To counter this, we designed a functional refillable palette with two customizable sections: One section holds essential shades that consumers can refill as needed; the second section is for seasonal, trendy colors, allowing brands to remain appealing while minimizing the need for excess refill stock.”

She explains further, “Understanding that palettes are often viewed as fashion accessories, we incorporated a patented sliding cover that allows users to personalize their palettes by switching out decor designs. Additionally, we introduced Metamorphosis, a dazzling decorative effect featured on the Smart Palette cover and some of our other refillable packaging. This reflects our strategic partnerships beyond the beauty industry, allowing us to create new and unique solutions.”

Growing Requests from Beauty Brands

Bakic says that beauty brands are increasingly requesting innovative packaging solutions that reflect the evolving preferences of consumers and respond to the challenges of sustainability, functionality, and aesthetics. He says, “The demands for innovation span various aspects of design, materials, and usability. We are also generally seeing an increase in truly custom solutions, which we can implement at Bakic Group. We believe that unique packaging is one of the primary factors in the brand-building process and our focus is the implementation of our customer needs with special attention to design and differentiation.”

JPATTON’s Diaz comments that sustainability is certainly “top-of-mind” in terms of innovation, as are new materials and substrates.

Future Trends

What can we expect as far as the next steps in Beauty innovation? While suppliers and brands continue to merge design, innovation, materials, production, and sustainability, we’ll have a lot to keep our eye on.

Bakic believes that sustainability will certainly stay a crucial factor in the future, and that refill packaging will remain important, particularly for skincare and makeup compacts. He says consumers are looking for refill cartridges or bottles to reduce the waste for single-use plastics, and notes that personalized beauty is also a growing trend—and packaging is starting to reflect this shift. “Brands are creating packaging that feels bespoke and customizable to individual consumer needs,” he says.

The continued challenge of matching luxe with sustainable—and a push to refillables—are both likely to pick up speed, according to Essentia’s De Martino. She says multiple trends are emerging, driven by varying consumer expectations. “High-end consumers are gravitating toward premiumization and customization, with brands challenged to turn packaging into desirable objects that align with refill models for sustainability. A successful refill business model not only boosts sustainability, but also strengthens customer loyalty and retention.”

Related: Beauty Refilables That Overcome Challenges

De Martino says beauty brands are consistently seeking innovation, but are often cautious about launching truly disruptive concepts. For example, she says, “While refill systems represent a key area of innovation at Essentia Beauty, many brands struggle to drive sales for refills. A successful refillable business model requires first an innovative and appealing design that brings an added value to the consumer, but it also demands a robust commercial strategy and effective customer education.” In the luxury segment, she says, “Brands increasingly seek advanced decoration techniques, as overall, brands prioritize inclusivity and aesthetic appeal while remaining conscious of sustainability.”

Overall, De Martino, says, “The objective is to push sustainability, without compromising the performance of the formulation, and enhancing the joyful user experience.”

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