I recently had the opportunity to connect with Lauren Ryder, Mintel’s Global Packaging Analyst, to ask her thoughts on Color Cosmetics/Packaging.

Jamie Matusow: What trends are you seeing in the Color Cosmetics category—in general and specifically, as far as Packaging? 

Lauren Ryder: Sticks continue to dominate as the preferred packaging format, celebrated for their portability and user-friendly design. They’ve become an essential staple in every makeup kit.  Lip pencils and lip stains are also enjoying a surge in popularity. With lip gloss maintaining its status as a favorite over the past five years, it’s no surprise to see significant innovation in applicators for both lip gloss and concealer vials. Materials like zamac have introduced cooling benefits, but the integration of mixed materials plus partial flocking in applicators is particularly exciting, offering enhanced functionality and unique application experiences. Additionally, there’s been a noticeable rise in color-matched packaging on the market. While this may appear to be an aesthetic choice, it’s likely a strategic solution for protecting light-sensitive pigments in color cosmetic formulas, all while showcasing the product’s shade to consumers.

 JM: Is there a specific category that’s experiencing the most growth? Lip, Eye, Cheek…? 

LR: Blush has been experiencing organic growth since 2023 out of all the major categories, being dominated by liquid and stick formats. Another area experiencing growth is sticks for eyeshadows, which Mintel has seen a 161% growth from 2020 to 2024. Another category that has seen great growth over the last year is the multi-use makeup product. These are products like blush sticks, lip stains, or setting sprays that can be used for all-over face use. This is not so surprising, as beauty regimens are now modeled to be quick and efficient. Consumers are wanting one swipe applications or multi-use products to simplify their beauty routine.

JM: Which packaging features are brands requesting most? Why?

LR: Sustainability continues to be the leading focus for brands in packaging design. Many are prioritizing the inclusion of PCR (post-consumer recycled) materials in plastic components to support sustainability goals and corporate commitments. Mono-material assemblies are also becoming more popular due to their recycle readiness. Beyond sustainability, brands are increasingly considering the accessibility of their products. This includes offering multiple dispensing or application options and incorporating ergonomic features like thumb notches, handles, or tactile matte finishes for a more comfortable grip. There’s a growing awareness that makeup application can be challenging for individuals with disabilities, such as arthritis or Parkinson’s disease. As a result, inclusive design is emerging as a key priority in the cosmetics industry.

JM: How has sustainability impacted Color Cosmetic packaging?

LR: Quite a lot is happening! With the PPWR initiative in Europe, brands are shifting away from ABS and mixed materials, opting instead for PET or mono-material solutions for multi-material assemblies, like pumps or airless jars. With California’s SB54, we can anticipate similar solutions coming to the U.S. as well. Paper compacts with removable pans and mirrors are now being adopted not only by mass brands but also by traditional prestige and masstige brands. Refillable packaging is gaining momentum, particularly among prestige brands, which are driving the use of recyclable materials for refill cartridges. Beyond plastics, FSC certification for paperboard cartons is quickly becoming the norm in color cosmetics. However, size remains a challenge for sustainability in this category, as items smaller than 2″ by 2″ often get lost in the sorting process at material recovery facilities. It will be fascinating to see if initiatives like Pact Collective gain traction, as creating a circular economy remains a long-term goal for recycling within the industry, including in the U.S.

JM: Looking ahead, what do you think 2026 holds for Color Cosmetic trends/sales?

LR: I anticipate cushion compact foundations from the East making their way to Western markets. With K-beauty in the spotlight, these innovative formats are likely to generate excitement among consumers. As multi-use cosmetics continue to rise in popularity, I predict simplified routines with versatile products, such as a blush balm that works for lips, eyes, and cheeks. Given the current emphasis on skincare, I expect color cosmetics to focus more on the eyes and lips rather than on the face category. With routine simplifying, I also foresee a shift away from the “clean girl” aesthetic toward bolder, more colorful, chromatic, and even glittery makeup trends. 

Photo: Shutterstock/ SMAK_Photo