Developing a new beauty product can be an expensive, time-consuming process for both emerging and established brands. Contract manufacturers and turnkey packaging suppliers offer a convenient streamlined route for formulating and packaging new beauty, personal care, and fragrance products with an emphasis on getting products to market quickly. Working with turnkey packaging specialists streamlines the production process by offering a one-stop solution that eliminates the need for multiple suppliers, reducing lead times, and simplifying the supply chain, says Megan Gunn, Senior Director, Strategic Marketing, GPI Beauty. GPI Beauty offers a selection of stock and custom clean, conscious, and compliant formulations, as well as eco-friendly packaging solutions. “Turnkey specialists provide expertise in design, material sourcing, manufacturing, and logistics, ensuring seamless coordination and faster decision-making,” Gunn explains. “By handling all aspects of the packaging development, they help brands cut through time-consuming hurdles and potential bottlenecks, accelerating the journey from ideation to shelf while maintaining quality and consistency.”

Risk assessment problem-solving is often carried out at multiple points during a product’s production process to eliminate potential pitfalls, whether they’re in the form of supply chain hiccups or formula/package compatibility issues. “Turnkey solutions offer a streamlined and efficient approach to mitigate supply chain constraints and expedite production by marrying packaging and formulation early in the process, which allows for the rapid identification of potential issues that might arise between the two key elements,” comments Brady Bacchus, Marketing Manager, FusionPKG. FusionPKG is a supplier that says it offers “total beauty solutions,” and specializes in skincare, complexion, and custom development. “As a proactive tactic, we employ a range of unique tests that enable us to ‘fail fast’ if any problems are likely to occur, which is crucial in expediting the production process because it minimizes the risk of discovering issues late in the game, leading to significant delays,” says Bacchus. FusionPKG’s turnkey capabilities are elevated by its in-house lab, giving brands the ability to approach product development with a holistic lens. The company’s integrated laboratory and formula specialists are able to test formulations in-house while seamlessly providing early packaging analysis to mitigate risk and protect product launches. The company also offers an assortment of premium, sustainably-focused stock and custom packaging solutions from quality airless and atmospheric options to tottles, droppers, and more, to suit trending ultra-fluid formulas and enable brands to make their own unique design statement. One of FusionPKG’s most recent brand collaborations was with Follain on its newest Credo-clean Lip Balm powered by vegan collagen and hyaluronic acid. The product is packaged in FusionPKG’s travel-friendly 5ml Sassy Beauty Stick with more than 80% PCR.

Sustainability at the Forefront

“Clean and green” can mean different things to different brands. Fortunately, contract manufacturers and turnkey providers are well-positioned to be on the cutting edge of new sustainable packages and packaging materials so brands don’t have to be. Related: How the Cosmetic Industry is Redefining ‘Clean Beauty’ Verla International Ltd., a full-service contract formulator and manufacturer specializing in clean beauty, organic, and natural products and environmentally conscious packaging solutions, often works with brands seeking to complement their clean formulations with equally responsible packaging. “One of the biggest trends in packaging is the increasing demand for sustainable, recyclable, and refillable packaging materials, driven by the growing consumer interest in clean beauty [and] as brands adopt cleaner formulas, they are also looking for packaging that reflects these values,” says April Vignone, President of Trendsetters, a division of Verla International Ltd. “We are seeing a significant shift toward eco-friendly materials such as post-consumer recycled plastics, biodegradable options, and reusable packaging systems. We also see a rise in demand for lightweight, minimalistic designs that reduce environmental impact while maintaining premium aesthetics.” Verla recently expanded its packaging capabilities to include sustainable options like refillable packaging systems, biodegradable materials, and post-consumer recycled (PCR) plastics. The company also offers packaging formats such as serums and advanced skincare products, which require specialized containers that ensure product stability. “Our commitment to eco-conscious packaging extends to offering custom designs that reduce waste while maintaining premium quality,” Vignone says. “We have also enhanced our fulfillment services, including EDI and DTC support, to better cater to brands looking for efficient and sustainable packaging solutions in today’s fast-paced market.” The company’s green capabilities recently came in handy when it partnered with an indie beauty brand to develop a line of natural deodorants with fully biodegradable packaging. “The challenge was to design a sustainable package that could withstand temperature variations without compromising the product’s integrity,” Vignone says, noting that the project required precise engineering to ensure product stability during shipping and display. “We created a custom push-up tube made from recycled paper, which was both functional and aligned with the brand’s eco-conscious values.” “One of the biggest trends we’ve seen growing in recent years is concern for the environment, with brands wanting alternative options to reduce plastic and eliminate waste,” comments Chris Staples, CEO, Cohere Beauty, a custom development and manufacturing organization (CDMO) that supports customers across the spectrum of haircare, skincare, body care, and fragrance. Related: Why Mono-Material Packaging is a Win-Win for Beauty Brands & Consumers “Mono-material pumps as well as Post Consumer Recyclable (PCR) packaging have now become more readily available with numerous options affording the customer a range of sizes, shapes, and price points [and] we believe this trend is likely to continue as states increase their legislation in this area, with some states already mandating that personal care products contain 50% PCR packaging by 2031,” says Staples. “An interesting innovation in the industry is compostable secondary packaging materials such as cell dividers, packers, and shippers. While there is significant testing in place right now, we are keeping our eye on it to ensure the quality and integrity is there for our customer.” Partnerships with turnkey, contract manufacturers, and CDMOs allow brands to tap into new and emerging formulating and packaging trends while keeping abreast of regulatory shifts. “Our R&D and manufacturing teams are continually on the lookout for new technology that can deliver on our promise of continuous improvement, and bring true innovation,” Staples says. “This includes software, automation, robots, new tooling, and even Artificial Intelligence to better address our customers’ needs.” One of Cohere’s long-standing customers approached them with an idea for an innovative product line that required unique technology development. Not only did Cohere bring a full line of products to life from concept to shelf with a multi-year pipeline of innovation, they also sourced and supplied custom structural packaging and created and silk-screened the brand’s packaging graphics. “Our team provided claims-testing support to ensure the products delivered on the brand promise, all of which helped build the brand look and feel and set it apart at retail,” Staples says. “Thus, a new brand was born from a collaborative partnership, enabling our customer to create a success story from a blank sheet of paper.”

High-End Looks for Every Budget

Taking the turnkey route is an inclusive and budget-friendly way to take advantage of new packaging options, giving brands more leverage to meet the needs of all of their target beauty customers. In recent years, personal care brands have shifted their focus to elevate the body care experience— cleansing products aren’t just for cleansing, they’re positioned to be a self-care indulgence, observes Afonso Falcao Gomes, Director of Business Development, C-Care, a specialist in the development and manufacture of hair care, hair color, and skincare products. “While there have always been brands offering exceptional products in masstige and prestige in body care, it seems the industry is looking at it again and asking what they can do differently,” he says. To that end, C-Care developed Skinscape, its own turnkey collection of body and grooming products that spans mass to prestige, with the goal of bringing new players into the space. Innovative Beauty Group (IBG) recently completed two comprehensive retail-exclusive collaborations that leaned on the company’s global network and supply chain expertise to swiftly bring two brands to life for Family Dollar: Levitate Beauty and Crown Hair Society. The products are great examples of high-performance, accessible beauty, and hair care products that emphasize inclusivity and value. “Levitate Beauty was inspired by the desire to blend luxurious ingredients and effective formulations with affordability, making high-quality skincare accessible to all,” explains Jennifer Raphael, CEO of IBG, noting that IBG followed current skincare trends to select soft, inviting colors that evoke a sense of calm and trust. “Functionality was key, ensuring effortless product dispensing without compromising the integrity of the formulas. We also minimized secondary packaging for larger items, like our cleansers and day cream, while the serums and night cream are housed in glass to enhance their elegance.” IBG’s vision for Crown Hair Society was to create a luxurious, yet accessible, hair care line that caters to diverse hair health needs. “We opted for a fresh and playful color palette to give the brand a fun, elevated appeal while using uniquely rounded components for an eye-catching look,” Raphael says. To reduce material usage, IBG eliminated secondary packaging. While the line’s Bonding Oil is packaged in glass, its shampoo and conditioner bottles are made of PE with PP caps, and the treatment bottles are crafted from HDPE, ensuring durability and ease of use. At MakeUp New York, GPI Beauty launched the Reformation Collection. The line is “a celebration of simplicity and imperfections” that “invites users to find strength in the unfinished, to embrace a look that is seemingly incomplete yet deliberately crafted.” In short, according to GPI’s Gunn, it’s “a journey of self-discovery through minimalist beauty, where true essence is revealed by stripping away the excess.” The collection consists of color cosmetics and skincare products. Inspired by renovation materials, the Reformation color cosmetic collection features a “neo-chic” palette of dusty blue and rust, accented with reflective gold and deep burgundy, while the Reformation skincare suite is formulated with skin-benefitting ingredients for skin health. Both collections are housed in eco-friendly solutions that align the suite with sustainable beauty practices.

Delivering Custom Adaptability

Turnkey and contract manufacturers are well-positioned to quickly accommodate custom brand needs, which can be especially helpful in a beauty market fueled by ever-changing, customer-driven trends. Related: From Plain to Premium “Custom packaging is a growing trend, with brands looking for creative and unique designs to make their products stand out on store shelves,” says Claire Owen Adams, Chief Marketing Officer, The DPS, a comprehensive turnkey solutions specialist for beauty and personal care brands. “Brands are beginning to understand the importance—and business value—of being accessible in the way they approach their products, whether through tactical details or visual design.” One of The DPS’s new offerings includes enhanced design-to-market services, where the company works closely with brands to develop custom packaging solutions that meet market demands and reflect the latest trends. One of the company’s latest projects was a confidential collaboration with a celebrity-backed beauty brand to develop a flexible packaging solution for a hair treatment mask. The packaging was part of a multi-product kit and designed to be functional, visually unified, and high-performing in terms of production efficiency. Adams says it was crafted using durable, flexible materials that preserved the product’s integrity while allowing for easy handling. “We utilized a custom color palette that aligned with the brand’s identity, giving the packaging a sleek, cohesive look,” she says, adding that a soft-touch matte finish was applied to deliver a premium feel, while the dimensions were optimized to fit seamlessly within the multi-product kit. “Every detail was customized to enhance both the consumer experience and brand presentation.” But the project wasn’t without its challenges. For instance, The DPS needed to modify its equipment and tooling to achieve high-speed manufacturing efficiencies to meet this project’s custom packaging-specific dimensions and materials. “This included reworking equipment to handle the flexible materials without compromising production speed or quality,” Adams explains. “Additionally, the hair treatment mask’s unique formulation required packaging materials that wouldn’t react with the product, adding another layer of complexity to the project.” By working closely with material engineers, The DPS identified the best solutions and made necessary modifications to the manufacturing process, allowing the company to maintain high efficiency while delivering a custom, high-quality packaging solution that met the client’s aesthetic and functional requirements.

Built for Future Flexibility

While the initial expense of new product development is always a sizeable investment, down-the-road tweaks to a formula or packaging component can come with a budget-busting cost, especially with ever-changing ingredient regulations or labeling requirements. This is another compelling reason to consider partnering with a turnkey or contract service provider. C-Care’s Gomes says partnerships built on a brand’s wide-scoped process can alleviate headaches and pitfalls. “Brands may work with many individual suppliers to build a product such as a container, carton, formula development, manufacturing and end up working with a variety of companies that do not understand the end goal because they operate in silos,” he says. “Brands are then left with connecting and integrating these ingredients and may not always have the skillsets to do it well or on time. Turnkey provides that cross-functional expertise and, while brands relinquish some control over the supply chain, they also are free to focus on sales and distribution, which should be their primary focus.” Turkey providers also stay on the leading edge of new technologies, giving brands a “baked-in” opportunity to quickly participate in all the technologies have to offer. “Advancements in smart packaging technologies, like QR codes that provide consumers with detailed product information, will become more prevalent,” says Verla’s Vignone. “These technologies not only enhance transparency, but also contribute to the consumer’s overall experience, ensuring that brands can communicate their commitment to sustainability and clean beauty.” And with speed to market continuing to be the most crucial component of every new product idea, full-service, turnkey, and contract manufacturers are well-positioned to be a driving force for brands seeking that competitive edge.

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