As global e-commerce beauty grows, gift boxes and paper-based cartons convey a sustainability stance, while advanced decorating techniques can help distinguish individual brands. Plus, an update on tariffs, and more. 

A significant rise in global e-commerce purchasing has put a brighter spotlight on secondary packaging. An array of materials and coatings has added to sustainability claims, and new growth in decorating capabilities has honed in on the unboxing trend. Whether for protective shipping or consumer delight, outer and inner cartons play an impactful role in today’s beauty world, as e-commerce expands by leaps and bounds. 

According to a recent report from market intelligence trends observer MarketsandMarkets (E-Commerce Packaging Market—Global Forecast to 2029), the category is projected to grow from $77.4 billion in 2024 to $124.9 billion by 2029, at a CAGR of 10.0%. The report cites several factors, such as easy access to the internet and smartphones, growing sales in the e-commerce industry, and technological advancements. 

To increase sales, MarketsandMarkets says companies are using e-commerce packaging—and secondary packaging in general—as a means to drive profits. This may involve innovative graphics or shapes, use of decorative papers, and vibrant colors to attract attention and create a long-lasting customer impression of the brand. In addition, creating innovative packaging solutions can be a critical element in the customer’s unboxing experience, for in-person delight, as well as social media impact. 

According to the market observer, investments in innovative and attractive packaging solutions can help manufacturers create a long-lasting impression on consumers. 

Fastest Growing Segments 

In a 2024 survey by data analyst Statista, millennials made up the largest share of global consumers who shopped for beauty products online (42%). Gen Z (36%) and Gen X (36%) consumers followed, with 34% of Baby Boomers rounding out the total.

The online beauty and personal care market worldwide generated a revenue of about $42.5 billion in 2022, with China, the United States, and Japan being the three largest stakeholders. 

Statista notes that Cosmetics is the fastest-growing segment of the beauty market worldwide, and is estimated to reach almost double its current revenue by 2027. In 2023, around 900 million people worldwide purchased beauty products online. This number is expected to increase to over 1.2 billion people by 2027.  

Purchasing from Apps

And with social media rapidly gaining ground, especially with younger generations, Statista notes, “It is not a surprise that more people also engage in social commerce and purchase beauty products from apps.” The research firm says that in the United States, TikTok has become the leading social media platform for purchasing various beauty items, followed by Instagram and Facebook. “On TikTok, content creators and brands promote sales in two main ways—video sales and live sales. The majority of app-based sales are made through live sales, which refer to livestreams that promote products and offer shopping links. It is easy to see how popular beauty products are on TikTok from the number of views they receive, with Dyson, Cerave, and The Ordinary being the most popular beauty brands.” 

As sales are increasingly made via apps, many of these consumers belong to generations that have often identified sustainability and sustainable packaging as factors when choosing a brand. Some have said they’d pay more for a brand that has sustainability at its core. In this light, and as packaging draws increased scrutiny, many brands and suppliers have made primary and secondary packaging more of a priority—and carton manufacturers have responded to the demand. 

Innovative Cartons and Shipping Solutions

To learn more, we contacted leading carton manufacturers for their thoughts on secondary packaging—and how brands are utilizing sustainable paper and carton advancements to draw, engage, and satisfy consumers. Here’s what we found…

Latest Trends

Overall, almost everyone interviewed for this story concurred that sustainability is the No. 1 feature that brands are looking for in cartons—and as suppliers, they have adjusted materials, and production over the last decade or more, to become as eco-friendly as possible.

But there are many other features also in demand. Along with the basic sustainable paper-based box or carton, buyers are looking for graphic methods to get the brand message to pop, via visual attention—whether it’s a unique logo or a brilliantly colored symbol.

Arkay is synonymous with luxe packaging, but Arkay CEO Mitchell Kaneff says, “It’s hard to define just one of Arkay’s specialties.” He explains, “I’d say our ability to keep in tune with our customers’ needs and to not only meet those needs, but go beyond expectations is key. Arkay has not been in this niche luxury packaging business for 103 years without our intuitive ability to get our customers what they want when they want it—with the highest possible quality, speed, and cost-efficiency.” 

As far as sustainability, Walt Shiels, Arkay’s COO, says, “At Arkay, we take our dedication to sustainability seriously and believe that our customers concur with this direction.” Arkay partners with Monadnock Paper Mills for sustainable board, and has received Platinum Recognition Level from EcoVadis for a third consecutive year, putting Arkay in the top 1% of all global respondents in the industry. “At Arkay,” says Shiels, “we focus on packaging materials that are sustainably sourced to minimize impact on landfills and water systems.” 

Diamond Packaging specializes in highly decorated (e.g., specialty coatings, foiling, embossing) paperboard folding cartons for personal care (cosmetics, hair care, skincare, fragrance, oral care, and shaving), and health care products. Dennis Bacchetta, Director of Marketing, Diamond, says, “We continue to see several significant trends in recent years, including a focus on sustainability, minimalist design, and premium finishing or print embellishments.” Bacchetta also says that the trend toward more sustainable packaging with higher recycling rates has increased interest in paperboard over the last several years.

Diamond produced the striking carton for StriVectin Glow & Protect. The folding cartons were converted utilizing FSC-certified Billerud CrownBoard Prestige paperboard, cold foiled, and offset printed with four-color process inks, in-line with UV matte, UV high gloss, and DiamondTouch soft touch coating. Billerud CrownBoard Prestige paperboard was chosen for its unique combination of formability, strength, and printability, along with its environmental attributes.

Bacchetta says the Strivectin packaging employs a French straight tuck carton design that incorporates slit-lock closures with feet on the bottom panel to enhance structural stability.

The graphic design creates visual depth by layering product imagery on a shadowy canvas, embellished with metallic blue and copper foil highlights that evoke the Northern Lights, and elegantly framed by silver foil.

Overprinting PMS colors over silver cold foil differentiates the collection, adds distinction, and reinforces StriVectin as a prestige skincare brand.

The overall soft-touch matte coating adds an appealing tactile quality that promotes consumer interaction, and provides a striking contrast to the UV gloss spot coating applied over the product photos. Embossed logos on the front, top, and side panels add depth and dimension to the design. 

Bacchetta says folding cartons are designed utilizing recyclable or recycled paperboards (many FSC-certified), and manufactured using 100% clean, renewable wind energy, in a Zero Waste to Landfill (ZWL) and Carbon Neutral (Scope 1 and Scope 2) facility. 

“We are seeing an increased demand for paperboards that are made with post-consumer recycled (PCR) fiber or feature uncoated or textured surfaces. We have also seen more interest in FSC-certified paperboards and inquiries on how brands can communicate these benefits through on-product labeling.”

In addition, “Paperboard folding cartons are an ideal packaging medium for beauty and personal care products,” emphasizes Bacchetta, “because of their billboard space, decorative options, protective properties, and sustainability attributes.”

Paul Marino, President of Impress/Oliver (Oliver purchased Impress last year from Marino; Oliver’s CEO is Mark McEhlinny) says, “Sustainability in secondary packaging isn’t just important—it’s mission-critical. What was once a ‘nice-to-have’ is now an industry expectation, driven by consumer demand, regulatory pressure, and brand reputation.”

In addition, says Marino, “Consumer demand is sky-high, with 73% of global consumers willing to pay more for sustainable packaging.” He adds, “Gen Z and Millennials—the dominant beauty buyers—actively choose brands with eco-conscious commitments, and retailers are prioritizing sustainable brands, with major players enforcing stricter packaging guidelines.”

An Extension of Brand Identity

The beauty industry is evolving fast, says Marino, and secondary packaging is no longer just a protective shell—it’s an extension of the brand’s identity, sustainability commitment, and storytelling.  Today’s brands, says Marino, are looking for packaging “that enhances perceived value, creates an emotional connection, and aligns with consumer expectations.”

Marino says top trends shaping secondary packaging include “Sustainable Luxury: Eco-Friendly, Without Compromise,” in which clients want premium, sustainable packaging that delivers the same luxurious look and feel without sacrificing their environmental goals; high-quality recycled and FSC-certified paperboard; and compostable and biodegradable substrates.

Overall, he says, Oliver’s clients ask: “How can we make our packaging look and feel high-end while meeting sustainability goals?” Our answer, says Marino, “Sustainable doesn’t mean sacrificing elegance. We create high-impact, eco-conscious packaging that retains a luxurious touch.”

SW Packaging Group (SWPG), describes itself as “a holistic packaging solutions provider— blending domestic folding carton and rigid manufacturing with a global sourcing network to be able to holistically service all our customers’ secondary packaging needs.” 

Steve Barmore, SWPG’s Senior Director of Business Development, Manufacturing, says, “We are seeing customers making efforts to consolidate their supply chains—trying to narrow down their vendor pool to a handful of trusted partners. We see a lot of customers turning to their current vendors asking what more they can handle for them, and really trying to maximize the relationships they have with their suppliers to increase efficiency, and lower cost.”

Case Paper, an 80-year-old paper distributor in Harrison, New York, distributes and converts paper and board for the printing and packaging industries. Their products serve diverse applications including health and beauty, personal care, cosmetics, spirits, and food. They offer a large inventory of paper and board grades in skids and rolls stocked for fast delivery. The company states that it has built a solid reputation for being “On the Case” to get customers what they need to take care of their customers, where and when they need it. 

The team at Case Paper—Jeffrey Johnson, Vice President of Supply Chain; Jonathan Hummer, Director of Technical Sales; and Sam Beck, Content Manager—advise that the trend toward sustainable packaging extends past the carton itself, to sustainable supply chains. 

According to the team, sustainability is a very broad term with different customers in different segments looking for something specific. “This obviously can be a straightforward push to recyclable materials, but it can also include fair labor practices, responsible global sourcing, down-gauging/lightweighting, carbon footprint reduction, post-consumer recycled content in both fiber and film, compostability, and much more. The Case Paper team says they prioritize all of these areas from sustainable sourcing, energy-saving practices at their facilities, and eco-friendly product solutions.”

Case Paper says holistic sustainability, including environmental, social, and governance, should be top of mind for all brand owners and carton manufacturers. In particular, “the positive impacts that sustainably sourced materials can have on the environment are critical. As consumers focus more on social good and sustainability, products sourced from sustainably managed supply chains will have a significant bearing on their purchasing habits.”

At SWPG, Barmore tells Beauty Packaging that sustainability has become more of a requirement, as opposed to a luxury, for many brands, and says that the majority of brands are utilizing some form of sustainable messaging, achieved through their secondary packaging. 

SWPG is seeing FSC- and SFI-certified materials becoming much more commonplace, recycled board has been a staple for a while, customers are taking interest in ISO-compliant facilities and sustainable methods for powering facilities (such as solar and/or wind power), and others are inquiring about waste management. “Sustainability (in at least one form), says Barmore, has become a requirement when operating in the beauty industry.”

At Albert Paper Products, located in Irvington, NJ, Mark Kenah, President, says, “Albert Paper has become a major packaging solutions provider by manufacturing paperboard and corrugated packaging under one roof, and helping centralize a company’s tertiary needs in one facility: chip packers, partitions, liners, pads, shippers, printed cartons, e-comm mailers—all being made at the same facility.”

Kenah says the latest product line they continue to showcase is their e-commerce corrugated DTC mailers. “We have a variety of machines that allow us to manufacture both plain and printed packaging in this, for our beauty and personal care customers. As we continue to increase our corrugated footprint in what was mostly a paperboard converting facility 10 years ago, being able to pivot and add these mailers to our repertoire coming out of Covid has only strengthened our standing in the beauty packaging space,” says Kenah.

He adds, “All of our corrugated board is FSC certified. Albert Paper recognizes its responsibility to protect the environment and contribute to a sustainable future.” The company has a strict policy that outlines its commitment to minimizing the environmental impact of its operations and products through their life cycle, while ensuring the health and safety of its employees and communities. He says, “We believe that sustainability is integral to our long-term business success, and strive to exceed our customers’ expectations by providing environmentally responsible packaging solutions.”

In addition, Kenah says, “Maintaining our FSC certification, adhering to the principles of Sustainable Forest Management, including responsible forestry, regenerating forests, protecting soil and water resources, and complying with all applicable legal requirements is what our team set out to do almost 8 years ago, and we have continued to hit our benchmarks in solidifying our commitment. The latest target is being able to ensure that 100% of our packaging is designed to be recyclable or compostable by 2030.”

Nick LoPrinzi, President/Owner, Color Carton Corp., which supplies basic chipboard packers (carriers) and printed folding cartons, says his customers are eager to find sustainable products. “It’s the driving factor these days,” he says.

LoPrinzi acknowledges, “Most of our cartons are plain kraft/chip, so not a lot of hoopla behind them; just another cog in the wheel that makes things happen. Probably the most exciting we get, is finding a way to take a sensitive decorated folding carton from a customer of ours and make a carrier for 3 pieces (packer for 3) and keep them from scuffing on transport.” Still, this carton was challenging to produce, because it was necessary to find the right coating to place on the interior of the carrier, to protect the folding cartons from scuffing.

Combining Luxury with Sustainability

Combining luxury with sustainability is key at Procos, according to Claudia Jacober, VP Sales, Luxury Packaging, Procos Americas. 

She says that since 1998, “Procos has been redefining the Art of Gifting with our bespoke luxury packaging solutions, including eco-friendly shopping bags, elegant gift boxes, and shipping solutions tailored for e-commerce, as well as refined fabric items.

“Our dedicated Procos teams collaborate with brands worldwide, guiding them from concept to delivery while ensuring meticulous design, innovative materials, and a commitment to sustainability.”

In recent years, with the growing trend toward lightness, Procos has focused on developing sustainable lightweight materials that align with the core values of luxury brands, while also minimizing the material usage. 

This commitment led to the recent launch of the Procos Sunshine Box, a mono-material packaging solution combining lightness and rigidity with innovative design, featuring a unique snap-button closure. This design mimics a “magnet effect” closure without any magnets. Additionally, the Procos Sunshine Box and its lightweight variant include a tray that serves as a product holder, secured by a Tencel® ribbon.

Jacober says that their Procos E-commerce box is designed for shipping valuable brand items, and they can assist the brands in designing and creating the most beautiful and functional packaging solutions, ensuring a refined and immersive experience for consumers.

“Our mission is to create the perfect gift box and e-commerce packaging that transcends mere aesthetics,” Jacober explains. “Our packaging solutions are designed to ensure product safety, enhance shipping efficiency, and deliver a memorable unboxing experience that leaves a lasting impression. We are structured to produce anywhere in the world to support our customers in compliance with the regulations changing around the world.”

A team at the 55-year-old Michigan-based Wynalda Packaging—including Kaelyn Hale, Robert Wynalda III (VP of Sales), and Chad Hersman (Sr. Account Manager)—finds that today’s carton trends are driven by three major factors: Sustainability, Domestic Production, and Premium Finishes.

Wynalda partnered with IT Works to create a brushed metal look for their body gel carton. They used 18pt MPE for a shiny metallic base and applied a combination of two coatings. Reticulating varnish provided a subtle texture in specific areas, creating contrast with the smooth finish of a dull varnish. “This interplay of textures brought depth to the metallic base, producing a realistic brushed metal effect,” says Wynalda.

According to the Wynalda team, “Sustainability is no longer a trend—it’s a strategic investment.” They say brands are seeking recyclable, compostable, and responsibly sourced materials to meet consumer expectations and regulatory standards. Eco-friendly packaging enhances brand reputation, lowers long-term costs, and supports a circular economy. As companies move away from plastic, paper-based options like molded pulp are emerging as a popular alternative.

Wynalda also notes that while prioritizing sustainability and domestic production, brands remain uncompromising on quality, looking to maintain a high-end appearance. “As a result,” the team says, “we’re seeing a strong trend toward specialty finishes like foil stamping, embossing, and unique coatings.”

Albert’s Kenah says they recently manufactured “a rather simple and common style mailer” for a wonderful customer, Oribe—“a brand that trusted us with a variety of different types of boxes in the past, and the next step was an e-comm mailer.”

Made from 100% recycled fibers, the Oribe box is bleached white on both sides. “We are a sheet plant, so we rely heavily on our paper partners to work with us to obtain the correct amount of recycled fiber content the customer might be looking for,” explains Kenah. “Rather than the typical 4, this particular box prints just 2 colors: 1 inside, 1 outside. As with most e-com mailers, you get that ‘unboxing experience’ not only by the wonderful product you just purchased and opened, but either the stunning graphics or, in this case, the story about the product and what it represents.”  

Special Effects

One of the greatest challenges that packaging suppliers of all components are focused on is the convergence of sustainability and premium looks, from caps to cartons. Another is the trend toward a minimalist look that appears elegant at the same time: “Elevated simplicity that feels refined,” according to Oliver’s Marino.

Along these same lines, Diamond’s Bacchetta says, “Clean, minimalist designs with limited color palettes are becoming increasingly popular, often paired with uncoated or natural paperboard finishes that highlight sustainability.”

Overall, Marino tells Beauty Packaging, “Beauty is a sensory-driven industry, and clients want packaging that feels as premium as it looks.”

What’s trending? Marino provides a long list, including soft-touch & velvet coatings that create a luxurious feel; pearlized finishes that demand a second look; embossing & debossing to add dimensional impact; foil & metallic accents that exude prestige without compromising recyclability; holographic & multi-sensory finishes that engage consumers.

Some brands are also integrating technology into packaging to bridge the gap between physical and digital experiences, says Marino. These include QR Codes, Augmented Reality, and Authentication & Trackability.

In addition to sustainability and carton design, deco continues to be a hot and growing feature for e-commerce, from arrival at the front door through unboxing and consumer delight. And advanced technologies are offering beauty brands the tools to achieve great results.

Arkay’s Shiels notes how consumers are increasingly looking to be wowed with special effects, due to the influence of unboxing videos and social media. Right in step with this trend, Shiels says Arkay has perfected Paint on Press^®, “our registered technique which reveals the full graphic potential of our customers’ artwork.” 

COII Packaging is a folding carton company that designs and manufactures custom solutions to value-added brands using a well-seasoned staff with years of experience and packaging innovations from a full spectrum of decorating techniques. 

Joe Cicci, President Emeritus at COII Packaging, tells Beauty Packaging that brands are returning to value-added looks of foil decorations, but keeping the eco-friendly goals by using the right materials and processes.

Recently, COII produced skincare cartons for Dr. Idriss, utilizing a variety of decorating techniques. The Dr. Idriss cartons utilize three different coatings, inside printing, and registered embossing. Cicci explains, “One of the coatings is made with our patented Biolithe additive, which mitigates methane emissions in landfills when a package is at its ‘end of life’. Biolithe makes it a ‘truly eco-friendly’ carton.” 

Diamond Packaging uses in-line decorative effects to add texture and dimension to packaging, and reinforce the premium positioning of a brand, “while resulting in less material and energy usage compared to off-line processes.”

At Procos, Jacober, says that in recent years, “with the growing trend toward lightness,” Procos has focused on developing sustainable lightweight materials that align with the core values of luxury brands, while also minimizing material usage. 

Talking Tariffs

Uncertainties regarding present and future tariffs currently weigh on many brands and suppliers in the thriving cosmetics industry. Amid many unanswered questions, here’s a look at some thoughts and actions among participants included in this article.

“With the landscape for tariffs shifting daily, it’s difficult to know what the outcome will be, and we can only hope the impact won’t be damaging,” remarks Arkay’s Kaneff.  That said, he notes that Arkay, which maintains a plant in Roanoke, has survived the Great Depression, two World Wars, the Great Recession, and the global Covid pandemic—and somehow has come out on top. “Whatever occurs,” Kaneff says, “Arkay will adapt and make it work to our advantage—and to the benefit of our customers.”

Oliver, Inc., based in Hauppauge, New York, says, “We’re proud to produce our rigid setup boxes right here in the USA. This means you benefit from exceptional quality, faster delivery times, and no tariffs—helping your packaging needs stay efficient and hassle-free.”

The team at Wynalda notes, “In response to recent tariffs, many brands are already shifting packaging production back to the U.S. to avoid rising costs and streamline supply chains. If tariffs impact plastic more than paperboard, the shift toward paper-based packaging may be accelerated. Brands are also adjusting specifications to make domestic sourcing more feasible.”

COII’s Cicci says the tariffs should bring back more manufacturing to the U.S., which will reduce the lead time on packaging demands. 

Bacchetta at Diamond, says they have already taken action. “In response to the evolving macroeconomic environment driven by new tariff policies, we are fluidly evaluating the impacts on our business across the supply chain. At this point, we have had limited suppliers impacted by the tariffs, and only a few have passed on the costs. We do not foresee large volatility, but the landscape is constantly changing.

He also notes: “A growing advantage for the U.S. folding carton industry is that some customers are emphasizing a desire to reduce reliance on foreign manufacturing and are actively exploring opportunities to shift more production back to the United States.”

SWPG’s Barmore says, “Some brands we have been speaking to are already preparing to make changes to their supply chain strategy. We are seeing brands try to set up turnkey operations either entirely domestically or entirely outside the U.S., to insulate themselves from tariffs. For example, if a brand is manufacturing product outside the U.S., they are looking to procure packaging outside the U.S., to minimize the effects of tariffs.” 

Conversely, Barmore says, “If a brand is manufacturing product domestically, they are looking to bring all processes associated with that line or product back to the U.S., which means suppliers need to be more nimble than ever.” 

Oliver Marino admits he doesn’t have the answer. “Sorry,” says Marino, “My crystal ball is broken. Expect a mixed bag on this—we will not understand the true picture until we see how far the tariffs will go and on what.”