Tube packaging offers convenience, specialized dispensing, lightweight designs and eco-friendly features. Here are the latest supplier innovations, plus the trending tube designs most popular among beauty brands.

Tubes have always been popular in beauty packaging, but now more than ever, they are gaining ground—and market forecasts predict the rising demand will continue. Environmentally conscious brands are seeking efficient, high-performing, and aesthetically appealing packaging solutions, and tubes deliver.

Packaging suppliers are meeting market demands by developing new tube solutions that offer numerous eco-friendly innovations—plus, enhanced decorations. Read on for details. 

Market Insights

Market forecasts predict a rising demand for tube packaging, which comes as no surprise. Valued at $12.7 billion last year, the tube packaging market is projected to grow to reach $23.5 billion at a CAGR of nearly 6.4% by 2034, according to Precedence Research. The Cosmetic Tubes Market, within the tube packaging category, is expected to rise from $2.9 billion last year to reach $4.6 billion by 2034, Precedence reports.

What’s driving the demand for tubes? Convenience, portability, and eco-friendly features, analysts say. “The rise of premiumization and customization trends in the personal care industry has spurred the demand for tubes as a preferred packaging format,” states a report by Kings Research. “Advancements in tube packaging technologies, including innovative dispensing mechanisms and sustainable materials, will contribute to their continued growth,” the report says.

A Growing Number of Requests for Tubes, Suppliers Say

Suppliers say they’re hearing an increasing number of requests for tubes. “We’re seeing a huge surge in the demand for tubes, especially for serums, suncare, and haircare,” says Joaquim Camps, President of ICONS|America.

“Brands and consumers are drawn to tubes for their convenience and ease of use,” says John Ulibarri, Senior Account Executive at JSN Industries.

“Tubes minimize product waste—and consumers like the fact that they can squeeze out every last drop,” says Megan Gunn, Senior Director of Strategic Marketing at GPI Beauty. She says brands often choose tubes for lip gloss and tinted serums, adding, “Tube packaging for all types of color cosmetics is gaining traction.”

Melanie Gaudun, Business Development and Marketing Manager at Viva Healthcare Packaging, says she sees a rising number of requests for tubes for sun care products. “Tubes are durable and portable, which is a big draw for both brands and consumers, especially for tanning lotions,” she says. “A tube won’t break in transit or during use, which prevents product loss.”

Melissa Ferguson, Senior Packaging Engineering Manager at SR Packaging North America, says, “We’re developing new innovations for tubes nearly as fast as beauty trends change. All it takes is one simple design change—such as a specialized applicator tip—to add value, entice the consumer to purchase the product, and deliver the best application experience,” she says.  

Annia Spahr, Marketing Manager, Albéa Tubes, says tubes are hugely popular for skin-care products. “Brands that need packaging solutions for makeup foundations and primers are choosing tubes more frequently. Tubes are lightweight, practical, and strike an ideal balance among three key brand requirements—sustainability, optimal formula protection, and exceptional decoration capabilities,” she explains. “Design innovations, including easy-to-open caps like our EcoTop solutions, further strengthen the case for choosing tubes,” she says.

Rick Zierer, Director of Sales and Marketing, CCL Industries, says he sees a rising number of requests from skincare brands for tubes equipped with specialized applicators and airless pumps. “We are seeing more brands using tubes for face serums, lotions, and treatments,” he says.

Many suppliers say tubes are so appealing because they’re cost-effective and easily customizable. “Tubes can help cut both costs and material use,” says Dana Peterson, Director of Marketing and Communications at ICONS/ICS. “They’re also extremely versatile because they are compatible with nearly any type of formula,” she adds.

Susanne Holzinger, Group Sales Director at Tubex Group, says, “Our aluminium (sic) tubes are appealing to brand marketers because they offer a premium feel and vintage vibe that our high-end cosmetics clients appreciate,” she says. Tubex Group specializes in producing eco-friendly aluminium tubes. “We receive numerous requests for our aluminium tubes for sunscreen, lip care, eye care, hair care products, and more. They offer a precise application and dosage, in addition to barrier protection,” she says.

Tubes Offer Eco-Friendly Advantages

Since beauty brands are always looking for ways to develop more sustainable packaging, tubes are becoming a go-to choice due to their eco-friendly features. Tubes are typically lightweight—and can incorporate PCR, ocean-bound plastic or bio-based resin. From mono-material PE tubes to high levels of PCR, suppliers are delivering eco-friendly options to fulfill brands’ requests.  

Kristin Corso, Vice President of Marketing at IBG/ Roberts Beauty, says more brands are choosing tubes because sustainability is a priority. “Tubes are one of the most eco-efficient packaging formats available. Lightweight by design, tubes require less material than alternative packaging options, which allows brands to reduce both their resource use and transportation carbon footprint,” she explains.

CCL Tubes’ Zierer says the requests for eco-friendly tube designs are rising each year. “To meet rising demands, we continually offer new sustainable tube designs. We were a pioneer in sustainable packaging solutions for over two decades, supporting beauty brands in this space before it become a mainstream requirement,” he says.

CCL, in collaboration with WISTA.DTS, developed “smart” airless systems in mono-material PE tubes that are fully recyclable—including the pump. “Our family of intelligently engineered mono-material packaging redefines what’s possible in sustainable packaging and airless systems,” says Elizabete Gomes, Marketing and Business Manager, Wista.DTS.

Another innovation is CCL Tube’s seven-layer sleeve structure. “This structure is designed to allow for high levels of PCR without affecting the layer that comes into contact with the product—or the layer in contact with the decoration,” explains Zierer.

CCL Tubes also offers lightweight tubes, as well as a full range of polyethylene tubes, including PCR, sugar cane-based materials, and more. The supplier’s tubes are available in various sizes, and can be customized with airless pumps, various cap styles, or different types of applicators. 

Decorating Trends for Tubes

The “premiumization” trend is significant in beauty, and tubes are no exception, according to Albéa’s Spahr. “Mass and masstige brands are enhancing tubes with decorations that are more upscale,” she says. “The premiumization trend is driven by highly engaged consumers who view beauty products as ‘little luxuries.’ Details, such as hot-stamped caps, are a part of this trend and draw attention on shelves,” she says.

Albéa has expanded its tube decorating capabilities over the past two years with its Fancy Deco range. “This range introduces innovative decorative effects, including 3D, movement, lenticular, shimmering, and ‘3D Touch’ effects,” says Spahr. “These decorations add a tactile dimension to tube packaging,” she says. The company also offers offset, flexo, silk-screen, hot-stamping, and cold-stamping.

The team at JSN Industries says “extraordinary” tube decoration is a strong trend this year in beauty. The supplier says it is fulfilling numerous requests each month for tubes featuring challenging artwork. “It’s an explosion in secondary decoration,” says Sandy Nagel, Vice President of JSN Industries. 

JSN works with many well-known beauty brands, but keeps its client list confidential. “Four of our large national brand customers recently refreshed the decoration for all of their SKUs in tubes, including line extensions,” Nagel says. “The new decorations feature more intricate artwork, with color fades, vignettes and specialized coatings,” she says.   

JSN is also receiving a “tremendous” number of requests for silk-screening and hot-stamping with extremely difficult registration. “We are also fulfilling much larger-than-expected orders for specialized decorations, including metallized caps,” Nagel says. The supplier continually enhances its decorating capabilities, and can deliver up to 8-color offset printing, up to 5-color silkscreen printing, and full foil or registered hot stamp application. 

Digital printing is an ideal decorating process for tubes with colorful designs, detailed images, or small production runs, according to Albéa’s Spahr, but she says its use is “developing gradually.” “Brands are requesting digital printing for tubes at a slower pace than other types of deco because there are so many other high-performance decoration techniques at our disposal,” she says. 

ICONS/America’s Camps says vibrant, high-end finishes for tubes are among its most popular decoration requests. “Beauty brands know that metallic and holographic effects boost visual appeal. Maximalism is a major trend, as striking patterns with oversized typography create impactful designs for beauty packaging,” he says. The supplier offers matte, glossy, metallic, and holographic finishes for tubes. “We can achieve complicated multi-finish and multi-deco artwork designs, redefining traditional tube artwork capabilities,” says Camps.  

Camps also notes that transparent elements are a popular design feature. (Vita Liberata’s design, described in the sidebar, features a translucent element.) “Tubes with transparent elements combined with a variety of finish and decorating techniques are also often requested,” he explains.

Viva’s Gaudun also mentions the popularity of translucent elements for beauty packaging. “Translucent features, clear or tinted with a subtle color, give brands a way to showcase their formulas through ‘windows’ in the artwork, while maintaining a clean and modern aesthetic,” she says.

Gaudun also says soft-touch finishes remain a top decoration for beauty tubes. “We’ve also noticed a shift toward minimalist looks with neutrals and pastels, alongside the rise of maximalist designs,” she says. “Combinations of spot matte and gloss finishes are often requested,” she adds. 

The team at UDN says it often fulfills requests for combining silk-screening with eco-friendly inks to decorate tubes for beauty brands. “Hot-stamping also remains a popular choice for enhanced branding,” says Cynthia Huang, Chief Strategy and Sustainability Officer at UDN Packaging Corp. “But, minimalist eco-friendly printing without metallic foils is also more in demand in order to improve a tube’s recyclability,” she says. 

UDN’s most often requested decorations for tubes include bright colors and soft-touch finishes. “Beauty brands want a premium look and feel, which soft-touch finishes deliver,” says Huang.

UDN’s Reverse UV Overcoating process uses different levels of gloss to decorate a tube to create contrast, highlight a design, and add depth. This technique won’t affect the tube’s recyclability. The supplier also offers 3D Touch Printing, for a tactile, embossed effect and soft-touch printing. “Our ‘baby-skin’ texture delivers a luxurious feel, while remaining recyclable,” says Huang. 

More Decorating Innovations

Whether brands are looking for tube decorations that are cost-effective, quick-to-market, eye-catching, or recyclable—or all of these features—suppliers are delivering.

The Penthouse Group says most of the beauty brands it works with often request budget-friendly decorations that will look luxe. “Standard decorations for tubes, including offset printing, hot-stamping, and heat transfer labels can be costly in these times of economic uncertainty,” says Richard Esterbrook, Director of Sales at The Penthouse Group. “To meet this challenge, Yoshino has harnessed their expertise in resins and molding to simulate the appearance of a decoration on a tube, but it’s achieved solely through the molding process,” Esterbrook explains. 

Multiple colors can be extrusion-molded into the tube’s sleeve, simultaneously, and the colors are kept separate during the molding process. “This allows us to create a marbelized look or striped pattern without a secondary decorating process,” Esterbrook explains. 

The Penthouse Group has a partnership with Yoshino, which produces the majority of the tubes on the market in Japan and sold by major brands. “Yoshino’s advanced automation process delivers tubes quickly and with impeccable quality,” Esterbrook says. The Penthouse Goup, also in partnership with Yoshino, offers PCR and biomass additives to resin for tubes and closures. 

Brands flock to Viva for its polypropylene (PP) tubes decorated with its in-mold label (IML) technology. This process delivers vibrant, high-definition artwork, from the shoulder to the crimp, while not affecting the tube’s recyclability. “Our IML decoration creates a mono-material PP structure,” says Gaudun. “Our tubes meet the APR Design Guide requirements for tube recyclability, making them an excellent sustainable choice for brands looking to reduce their environmental impact,” she explains. 

ICONS/America’s expertise lies in manufacturing sustainable tubes using injection-molded and IML technologies. “Our in-line IML decorating process provides 360° tube decoration, from the shoulder to the crimp,” explains Camps. ICONS/America manufactures these tubes at its facility near Charlotte, North Carolina, so they are tariff-free, with a shortened lead time. 

“Our injection-molded IML tubes meet APR and Recyclass recycling guidelines. They are mono-material PP, so they are compatible with curbside recycling programs. We also offer them with up to 50% PCR PP, and caps with 100% PCR PP.” ICONS/America also offers mono-material PP tubes in round and oval shapes. PCR is available, along with a variety of closure options, such as screw-on, flip-top, and snap-on caps. 

 Neopac says its technical expertise, sustainability leadership, and premium customization capabilities make the company a trusted partner for beauty brands worldwide. “We offer tubes with premium aesthetics and decorations, including high-quality metallic effects and advanced printing techniques for impactful branding,” says Anna Beretta, Digital Marketing Manager at Neopac. 

CCL Tubes is another supplier known for its decorating and printing capabilities. “We offer all of the commercially available decorating and printing options. We have manufacturing and printing plants located coast to coast to offer brands the best supply chain solution,” says CCL Tubes’ Zierer.

The supplier’s capabilities include direct printing for offset, silk screen, flexo, foils, and custom coatings. “We also offer a full shrink label on a tube. All our printing methods offer full coverage to help a brand stand out on shelves,” says Zierer.

Applicator Innovations for Tubes

Tubes can be paired with a multitude of cap styles or applicators to improve the dispensing experience—but it has to be “in sync” with a formula. 

The team at IBG/Roberts Beauty says it closely collaborates with brands to review a formula’s specifications and the brand’s objectives before recommending a tube packaging solution. “This process allows us to tailor our capabilities to deliver a tube that will elevate the brand. We strive to achieve the perfect dispensing pairing for every product formulation,” Corso explains. 

One of IBG/Roberts Beauty’s recent launches is its Precision Tip Tube collection—an innovative design that combines functionality with elegant aesthetics. The supplier developed the collection as a result of its in-house innovation program. 

“This collection features tubes with our unique cone-shaped dosing system that features a micro-orifice for exact dispensing control. This design allows for easy one-handed application, making it both convenient and accurate to use,” explains Corso. “It delivers a sophisticated application experience without compromising the practical benefits that make tubes such a popular packaging choice,” she says.

ICONS/ICS has a new range of innovative applicators for tubes described as “fun and functional.” The collection includes precision tips in soft silicone and TPE materials in playful silhouettes. There are duckbill, paddle, domed, and teardrop shapes. “The petite size of these applicators is perfect for tinted balms, high-shine glosses, and hybrid skincare-makeup formulas,” says Peterson.

GPI Beauty says its vast library of specialized applicator caps for tubes includes metal cooling tips, silicone brushes, and massaging rollers. “These continue to be increasingly popular for targeted treatments, such as eye creams and serums,” says Gunn.

Viva’s standard applicator options for tubes include deodorant heads, roll-on balls, and lip tips. Its closures include octagonal, twist-on, flip-top, switch caps, and flow-control valves. The supplier says it ensures custom decorations and resin options align with a brand’s identity. “Since we manufacture our own closures, our flip-top caps will always be perfectly oriented with your artwork,” Gaudun says.

Tubes Designed for Hair Care

Hair care brands are expanding collections with specialized treatment products formulated for scalp care, bond-building, and more. Tube suppliers are responding with packaging options in designs that make applying these products effortless. 

Viva’s Scalp Tube is an innovative design that’s becoming popular among brands, the supplier says. “It offers a targeted application with a longer reach than standard nose tips,” says Gaudun. “It’s perfect for scalp scrubs and pre-shampoo treatments. Customization options include barrier layers, custom colors, and a new softer PP material that’s easy to squeeze. 

Hair care brand Not Your Mother’s partnered with Viva to produce the tube for its Balancing Act Scalp AHA Exfoliant, a pre-shampoo scalp treatment. The tube features a translucent green scalp applicator and overcap. “There is a foil barrier in the in-mold label that uses a combination of translucent and opaque inks for the striking green design,” says Gaudun. “The in-mold label draws you in with a combination of translucent and opaque inks over foil in a soothing green palette,’ she says. 

Haircare brand Rehab launched its Dry Shampoo in UDN’s Mist Tube. The tube is designed to deliver an ultra-fine mist, ensuring an even and precise application. “This tube enhances the user’s experience with its smooth and controlled dispensing, making it an excellent choice for hair and personal care products,” says Huang. 

Airless & Aluminum Tubes Are Ideal for Skincare

When a skincare’s sensitive formula requires extra protection, suppliers offer solutions that include tubes equipped with airless pumps—and sometimes, aluminum barriers.

GPI Beauty says skincare brands often request its airless tubes. “Our airless tubes provide superior formula protection for sensitive actives, including vitamin C, retinol, and probiotic formulas,” Gunn says. 

Viva offers tubes with airless pumps. “We have metal-free options, ideal for sunscreens, skincare, and hair treatments,” Gaudun says.  

SR Packaging offers brands airtight tubes with pumps that have one-way valves. They are designed to minimize weight loss for a volatile formula, making them suitable for a product that contains actives that are extremely sensitive to degradation. 

Aluminum tubes offer high barrier protection for formulas that are highly sensitive to air and/or light. Tubex Group specializes in manufacturing aluminum tubes. The company produces tubes made with virgin and PCR aluminum. 

“Our recycled tubes are made using 95% PCR and 5% PIR,” says Susanne Holzinger, Group Sales Director at Tubex Group. “Our expertise is in aluminum tubes that offer best-in-class barrier properties. They have no ‘suck-back’ effect and are 100% recyclable,” says Holzinger. 

The supplier decorates its tubes with luxury finishes that don’t affect the tube’s recyclability. “We are continually evolving as new material innovations are developed and our production processes facilitate new types of finishing techniques,” she says. 

Montebello Packaging specializes in both aluminum and laminate tubes. “We offer two full product lines in tubes, in various diameters,” says Steven Macphail, Vice President Sales and Marketing at Montebello Packaging. 

Montebello’s aluminum tubes offer superior barrier protection, and are ideal for prestige cosmeceutical products and many retinol-based skincare formulas.  

The supplier’s laminate tubes are made in its Montreal facility, which is powered by hydroelectricity. “Our recyclable laminate tubes are our newest offering, made with Blueloop web material,” says Macphail.  

Montebello Packaging’s laminate tubes can be made using its Neoseam technology, which means they don’t have a visible seam. “This means we can decorate the tube 360 degrees,” says Macphail. 

Neopac offers tubes paired with a variety of applicators, including airless pumps designed for precise, hygienic, and controlled product application, and they’re ideal for skincare products. “We offer our airless pump functionality in our new mono-material tubes,” says Anna Beretta, Digital Marketing Manager at Neopac. “Our precision-dosing tubes, paired with a pipette, bristle, or liner tip, are perfect for serums and targeted treatments,” says Beretta. 

Neopac also offers tubes with cooling metal applicators, roll-ons, and dropper solutions. “We’re a leader in high-preformance, sustainable tube packaging,” says Beretta. Neopac collaborated with nailcare brand Manucurist to develop a tube with a brush tip for its nail pen.

Final Tips—Ways to Enhance a Tube’s Recyclability

No matter what type of tube a beauty brand chooses, recyclability is always a key consideration. Suppliers suggest ways to ensure a beauty product in a tube will be easy for consumers to recycle. 

Size matters—because if a tube is too small, it won’t be compatible with curbside recycling programs. Viva’s Gaudun suggests choosing a tube with a 2-inch diameter or larger. “And to enhance a tube’s recyclability, we can use less colorant in the resin when the tube is molded. Or, we can print the desired background color in the artwork instead of coloring the resin,” Gaudun advises. 

SR Packaging’s Ferguson advises brands to rethink choosing a small tube, and says looking for a mono-material construction is key. “Size and mixing materials are two of the biggest challenges when it comes to recycling tubes,” says Ferguson. “Sorting is often done through a grate, so anything thin enough to fall through will end up in a landfill. And many municipalities will not recycle a tube that is not made from a single material,” she explains. 

Albéa’s Spahr says the supplier is committed to ensuring all of its tubes are recyclable. “We strive to use a winning combination of designs that are lightweight, recycle-ready, and/or mono-material—for both tubes and caps,” she says. “To further enhance recyclability across the industry, we collaborate with organizations like APR and Stina to develop guidelines and methodologies,” she explains. 

UDN’s Huang advises brands to consider its 100% PE tubes, which are compatible with standard recycling streams. UDN says its goal is to continuously develop new sustainable materials for tubes. “We help brands design for success,” she says.

Huang also encourages brands to reduce large-area hot stamping or choose recyclable UV coatings to improve overall sustainability. “Foil laminates mean it is a mixed material tube, which complicates recycling,” she advises. 

IBG/Roberts’ Corso suggests that brands look into using its Oceanworks PCR, derived from ocean-bound plastic. “Using this material not only diverts waste from our oceans, but also reduces the carbon footprint associated with virgin plastic production. Beyond Oceanworks, we offer various PCR options and bioresins to meet different sustainability targets,” she says.

 Tubex’s Holzinger says its PCR aluminium, sourced from tubes and cans after being used by consumers, “closes the loop.” She says, “This supports a circular economy—and we strongly believe it is the way forward.”

Reasons to Consider Purchasing Tube Filling Machinery 
Owning a tube filling machine may seem like an enormous expense, but ProSys advises manufacturers not to focus on the upfront costs. They say that the benefits of owning your own machinery may outweigh any cost concerns—and will probably be more cost-effective in the long-term.

 “Factors like durability, reduced downtime, precision filling, and lower maintenance costs will all contribute to a better return on investment,” says Matthew Rigsby, Marketing Manager at ProSys Servo Filling Systems.

ProSys offers high-quality filling equipment designed to enhance efficiency and minimize production downtime. A new machine won’t require as much maintenance as older components, and less repairs mean no unexpected interruptions. 

“Owning a machine built with robust materials and precision engineering means reducing the likelihood of breakdowns. This will ensure consistent operation over long periods, without any costly downtime during production runs,” advises Rigsby. 

Tool-free changeovers are a major benefit of ProSys’s machinery. “Our modular components and programmable settings allow operators to switch between different products or packaging sizes quickly. This reduces production delays,” Rigsby explains. 

ProSys machinery also optimizes energy use while minimizing waste. Rigsby explains that its machines can also help brands avoid costly recalls and non-compliance issues. He explains, “Our well-built machinery adheres to stringent quality and safety regulations.”