Beauty Packaging Magazine’s Oct/Nov issue is always one of my favorites, because we do a deep dive into the top global beauty firms to determine the Top 20. Who are they—and how did they land in such a prestigious group despite all the hurdles in their way? 

Our annual Top 20 Companies report ranks the top global beauty companies by order of their beauty sales. But we learn so much more than just the annual net numbers. We get a close-up picture of each listee, including executive changes, market reports, new and upcoming trends, and, of course, new packaging and products.

Most of all, we’re inspired by the flexibility of the industry, the challenges of doing business in 2024-25, meeting consumers’ and retailers’ requirements, adapting sustainability, and getting a glimpse into beauty’s future.

The beauty industry holds a reputation for creativity and resiliency—and no matter the pitfalls, it is moving ahead with confidence. Consumers, too, are unwavering in their pursuit of beauty solutions, and suppliers and brands never stop innovating. While fragrance still leads in the stats, skincare, haircare, and cosmetics are holding their own.

In August, research expert Circana reported that while mass market growth outpaced prestige, there’s an optimistic outlook for the rest of the year. Beauty sales for the first half hit $50.6 billion in the U.S. Watch our exclusive video interview with Circana’s SVP and global beauty industry advisor, Larissa Jensen.

It’s also become apparent that trends can speed up or waver at any time. Social media has marked the success of many brands. Now, a study from Traackr shows that these channels may no longer be driving engagement or growth as they once were.

In its 2025 Beauty & Fashion Creator Marketing Insights report, Traackr found that:

• Creator engagement is down: Despite more creators posting more often, engagement and video views are down YoY.  
• Boosting isn’t paying off: Beauty and fashion brands doubled down on paid, but engagement didn’t increase at the same rate. 
• Instagram slips as YouTube gains ground: YouTube beauty content saw the biggest lift in video views and creator attention of any platform in H1 2025, despite fewer posts than TikTok or Instagram.
• Nano creators break through: Nano creators outperformed every other tier in creator attention.

What will be the next big thing to drive beauty sales?

Stay tuned!

Jamie Matusow – let’s keep in touch

We hope you enjoy this issue!

IN THIS ISSUE: October / November 2025

Here’s what you’ll find—and more—in Beauty Packaging Magazine’s Oct/Nov 2025 issue:

The New Aspects of Skincare Packaging—Suppliers are partnering with brands to deliver advanced skincare packaging—to balance aesthetics, performance, and sustainability.

Mono-Materials on a Mission—Championed by brands with sustainability commitments, mono-material packaging is the right choice to help boost lagging consumer recycling rates.

Mintel Predicts Fall/Winter 2025 Beauty Trends—Classic beauty from iconic periods is being reinterpreted for today.

Trade Show Report: Trends at Cosmoprof NA in Las Vegas 2025—Featuring what’s next in skincare, K-beauty, packaging and more at the show’s 22nd edition. 

Top 20 Global Beauty Companies, Ranked—The beauty industry holds a reputation for creativity and resiliency—and it is moving ahead with confidence.