Packaging is in the spotlight in the color cosmetics market as today’s beauty consumers demand more packaging features than ever from makeup brands—from performance to aesthetics. Leading suppliers are meeting brands’ challenges with components that focus on distinctive design and branding, tactile appeal, social media buzz, an emotional connection, sustainability attributes, and more. 

Today’s consumers want it all, and their choices often hinge on endorsements via social media and beauty influencers, and the ease (and rise) of online purchasing platforms.

According to Grand View Research, the global color cosmetics market size was estimated at $68.74 billion in 2023, and is projected to reach $111.07 billion by 2030, growing at a CAGR of 7.2% from 2024 to 2030. The report states that “continuous innovation and the introduction of new products by major brands are driving the growth of the global color cosmetics market.”

The anticipated rise is attributed to changing consumer preferences, shifts in consumer makeup trends, a rise in disposable income, increasing demand for personalized products, virtual try-ons, celebrity influencers, and TikTok.

Related: Karen Young’s Favorite Package Design Trends for Makeup

Cosmetic Packaging That Meets Trends

Lip products continue to represent the largest category by market size, while the fastest-growing category is reported to be cheeks. Distinctive graphics can instantly shape consumers’ perception. Sensory packaging elements such as textures, scents, and even light are used to create a deeper emotional connection with consumers, and sustainability has become a major influence.

We spoke to about a dozen leading color cosmetic packaging suppliers for an insiders’ view on what brands’ priorities are as they develop packaging that meets consumers’ specific wants and needs. 

Following is a rundown on today’s trends—and near-future predictions.

Current Trends—Plus Predictions

Marianna Cilauro, Vice President of Sales and Marketing, ICONS America LLC, tells Beauty Packaging, “In 2026, we anticipate beauty packaging to unite distinctive branding and tactile appeal. We expect the demand for custom tooling to continue to grow with designs incorporating eye-catching in-mold patterns & logos, unique shapes, and rounded and domed features. At the same time, portability and convenience are driving innovation, including travel-ready packaging and single-handed solutions like pan-sticks, flip-top closures, center-dispensing systems, and tubes with pumps.”

At GPI, Megan Gunn, Senior Director, Strategic Marketing, has found that “Color cosmetics continue to shift toward every-day, multifunctional products, with packaging playing a more strategic role in usability and brand storytelling.” Hybrid makeup–skincare formulas, portable formats, and intentional design are driving demand. “From a packaging standpoint,” says Gunn, “brands are prioritizing simpler constructions, premium-feel materials, and sustainability-forward solutions that support both performance and aesthetics.”

For instance, Beauty Buddy by GPI Beauty is a next-generation packaging innovation that’s designed as a refillable, portable compact. It attaches magnetically to any MagSafe-compatible phone, case, or accessory—turning your smartphone into a beauty hub. Whether it’s lip balm by day or solid fragrance by night, Beauty Buddy offers on-the-go access. Switching products is effortless—just pop in your preferred refill and go. 

Cosmopak reports that they are seeing continued growth in sleek, highly functional products and packaging.  Specifically, tubes with luxurious applicators, and droppers with new enhanced functionality, explains Daniel Wolfe, Partner, Cosmopak. “Both provide a fantastic user experience that is familiar yet unique,” he says.

Related: Karen Young’s Favorite Package Design Trends for Makeup

Key Trends Affecting the Color Cosmetics Market

As noted, many suppliers attribute market changes to the growth of social media.

Moira Stein, Berlin Packaging Insights & Strategy, says, “The rising influence of social media is impacting color cosmetics, with beauty brands now reaching broader audiences, sparking viral trends, and driving brand engagement on platforms like TikTok, Instagram, and YouTube.” She says this is redefining the role of packaging and product engagement. “Because image is essential on social media, brands must cultivate a strong aesthetic appeal that is not only memorable, but shareable. Unique bottle shapes and Insta-worthy brand design can help brands create buzz across online platforms.” 

Today’s consumers are also demanding diversity, inclusivity, and accessibility from beauty brands, notes Stein. “Accessible packaging is no longer reserved for niche or indie beauty and personal care brands; it is now mainstream. Brands like Rare Beauty and Tilt are using ergonomic container shapes, easy-grip closures, tactile markings, larger font sizes, and other inclusive design features to appeal to socially conscious consumers and people with physical limitations.”

At Geka, Stefanie Gunz, Head of Marketing, has observed several key trends shaping the color cosmetics category. Sustainability has become standard, she says, with brands increasingly opting for biodegradable materials, recycled ocean plastics, and minimalist mono-material solutions. Refillable systems are gaining traction, particularly in skincare and luxury segments. Another major development is smart packaging, which integrates QR or NFC codes to provide product information, tutorials, and traceability, and even enables AI-driven personalization. 

Sensory packaging is also on the rise, says Gunz, incorporating textures, scents, and light elements to create emotional engagement. “From a design perspective,” explains Gunz, “we see organic shapes, metallic accents, AR integration, and inclusive, accessible solutions dominating the market.”

More Market Drivers

When it comes to foundation, hybrid “makeup + skincare” (tints/balms/serum foundations) positioning continues to be popular at JPS Packaging, according to Jimmy Yang, Head of Development and Operation, as it aligns with the “minimal but polished” look. 

Color cosmetics are increasingly driven by usage, functionality, and experience, according to Maud Lelièvre, Marketing & Communication Director, Cosmogen. She tells Beauty Packaging, “Brands expect packaging to clearly reveal shade and texture, ensure intuitive and precise application, and adapt to multiple use cases such as travel, discovery, and hybrid makeup–skincare formulas.” Mini formats have become a structural trend, she says, supporting accessibility, shade exploration, and premium positioning. Integrated applicators are now a core part of the value proposition, adds Lelièvre. 

Sustainability is Essential

Sustainability is an essential driving force among many brands and their customers, according to Brian Lee, Head of Group/Packaging Division, CTK. He says, “Across the color cosmetics market, packaging designed with sustainability as a baseline has become the default rather than an option.” He explains that refillable and reusable structures, mono-material designs, and the use of PCR materials are now considered essential requirements, not differentiators.” Lee adds that these themes consistently emerge across global trade shows and packaging innovation showcases.

CTK recently produced a dual-use lip and cheek package supplied to “a well-known domestic brand.” The package features a mono-material structure that enhances environmental sustainability, while also incorporating “a keyring-inspired design concept aligned with current trends.”

With its single-material construction, Lee says the package successfully balances usability and design appeal. He reports that it has “received strong market feedback and aligns well with current consumer preferences for portability, collectability, and visual styling in color cosmetics.”

Another key trend, says Lee, is the standardization of mono-material + easy disassembly design principles. “Brands and suppliers are actively reducing the use of metal springs or pins and shifting toward PP- or PET-based single-resin structures to improve recyclability and ease of separation.”

The Affect of K-Beauty, Social Media, & More

At the same time, explains Lee, “Collectible packaging trends driven by K-beauty are gaining global traction.” Small sizes, charm or keyring elements, and set-based formats are transforming color cosmetics from functional purchases into expressions of personal taste and lifestyle.”

Following the pandemic era, “Color cosmetics continue to rebound strongly, driven by self-expression, social media, and DTC launches,” says Gwen Chapdelaine, VP of Marketing, JohnsByrne. She tells Beauty Packaging, “Packaging trends balance premium minimalism (clean layouts, soft neutrals, matte finishes) with bold accents including vibrant colors, foil, holographic effects, and tactile details that stand out on shelf for consumer connection, and photograph well for digital and social channels.” 

Chapdelaine also notes that JohnsByrne’s U.S. production offers faster speed-to-market, supply-chain reliability, and agility, which are crucial for trend-driven color launches and limited runs. She says U.S. manufacturing makes it easier for brands to be on-site for press approvals, especially for new product launches or color-critical runs, helping ensure quality and consistency expectations are met.

Related: Mintel’s Lauren Ryder Reports on Global Packaging Predictions for 2026

Packaging Growth Categories

As mentioned earlier, some color cosmetic categories are more popular than others. Many of the suppliers we spoke with said that “Lips lead the way.”

At Cosmopak, Wolfe says “Lip” is seeing a resurgence, especially in the gloss category. He says that numerous clients launched new glosses in 2025, “a trend we expect to see continue in 2026.” He says, “Glosses in sleek, simple-to-use packages (like tubes with applicators) can incorporate new tactile feels while allowing a product line to be easily adopted by consumers and easily built upon by brands.”  

Lip also remains “a dynamic category” at Cosmogen. Lelièvre says, “It benefits from strong emotional engagement, frequent repurchase, and a high capacity for innovation.” She adds that lip products are particularly well-suited to mini formats, discovery sets, and hybrid caring formulas. “Lip packaging continues to be a key driver of development, from prestige mini lipsticks to applicator-led solutions.” 

Lip products continue to represent the largest category by market size at CTK. Lee says, “Demand rebounded quickly following the end of mask-wearing, and the category benefits from a growing number of skincare-hybrid formulations. Lip products have relatively low entry barriers and short repurchase cycles, and they perform particularly well on short-form platforms such as TikTok and Shorts, where color payoff, shine, and plumping effects are immediately visible.”

Meanwhile, CTK’s fastest-growing category is cheek products. “As base makeup becomes increasingly minimal, cheeks have emerged as a key focal point that defines overall facial impression,” Lee says. “Cheek products are widely perceived as the quickest way to change the ‘mood’ of a makeup look, driving strong growth in cream and liquid formats.”

Products That Are In Demand

GPI’s Gunn also says they are seeing “tremendous demand in the lip category, fueled by its exceptional versatility, rapid development cycles, and unmatched potential for frequent innovation in textures, finishes, and unique specialty applicators—from precision doe-foots and angled tips to innovative twist-up bullets and sustainable refillable designs.”

But that’s not all. Equally exciting, says Gunn, is the continued rise of hybrid facial products that effortlessly multitask across face, cheeks, and eyes, blending vibrant color with advanced skincare benefits in convenient, on-the-go formats like creamy sticks, compacts, and portable multi-use palettes, “perfect for today’s streamlined, high-performance beauty routines.” 

Both lip and eye products are seeing strong innovation and momentum at JohnsByrne, where Chapdelaine, says that hybrid lip products (tint-balms, stains) and expressive eye looks are driving frequent launches and limited editions. Multi-use products (lip/cheek) are also growing, says Chapdelaine, “increasing demand for flexible, compact packaging formats.”

Brands are also looking more at secondary packaging options when they choose, says Chapdelaine. She says that brands increasingly request features including brand elevation and premium unboxing (soft-touch, foil accents, emboss/deboss, layered structures); color management and consistency “critical for product match as well as across SKUs;” short-run customization for seasonal or influencer launches; and protective, e-commerce-ready structures.

“These features,” says Chapdelaine, help brands stand out, protect products in DTC shipping, and support storytelling.”

Packaging Features That Brands Are Requesting Most

Many brands now enter product development with a specific packaging structure and material in mind. Refillable packaging has also taken a leap over the past few years.

At CTK, Lee says, “By far, the most requested feature is refillable or replaceable packaging structures. Across global markets, ESG and sustainability are no longer ‘nice to have’ elements—they are increasingly viewed as risk factors if absent.”

From a brand perspective, says Lee, refillable packaging offers clear advantages: it encourages repeat purchases and increases customer lifetime value, while allowing brands to maintain a premium positioning alongside a narrative of “responsible and rational consumption.” As a result, he says, “Refillability is now one of the first considerations in the early stages of packaging planning.”

Gestures also play an accelerating role in making a product stand out.

According to GPI’s Gunn, “Brands are increasingly requesting innovative new gestures to the traditional packaging categories along with mono-material solutions, travel-friendly formats, and distinctive applicators that enhance functionality and sustainability.”

Innovation Attracts Consumers

With the craze of keychains and other charms spreading,  Cilauro, of ICONS America, says, “Tapping into viral culture, demand is growing for packaging that doubles as an accessory with keychain features. We also have a growing range of tubes, compacts, and liquid lip packaging with built-in keychain-ready features.”

Cilauro also says, “Consumers are looking for packaging that creates an immersive beauty experience, and distinctive graphics can shape consumers’ perception the moment the product is seen. ICONS America’s In-Mold Label (IML) technology provides this to brands by delivering clean, detailed 360° graphics and luxury, multi-finish capabilities from shoulder to crimp.”

Innovation is at the heart of Cosmopak’s development in all the packaging they produce.

Cosmopak’s Wolfe tells Beauty Packaging, “Innovation, whether tactile, functional, or aesthetic, is at the forefront of our work with our brand partners.  And while user experience remains of critical importance, we are also receiving requests for items that stand out on social media either in still photography or while being applied.”

Lip Jello by Cosmopak is a proprietary turnkey offering that Wolfe says “showcases how an innovation in application can allow for a product that feels different, is easily customizable with various applicators available, and evokes many of the trends above.”

At Geka, Gunz says brands are increasingly requesting sensory packaging elements such as textures, scents, and even light to create a deeper emotional connection with consumers. This approach transforms packaging from a purely functional component into an experience that stimulates multiple senses, making the product more memorable and enhancing brand loyalty.” 

More Innovative Designs

In line with this trend, Geka offers Shadow Printing as “an innovative sustainable decoration technique” that creates a distinctive haptic, sensory feel for the end consumer. With this patented process, Gunz says brands can achieve a 25% CO2 “emission saving” compared to matte lacquering. 

“It is a more sustainable decoration process,” says Gunz, “as it requires no additional foil or ink while still delivering striking surface finishes. With 360° design application, the technique allows for a sophisticated combination of matte and shiny surfaces, as well as complex customized elements and patterns on bottles or caps, enabling brands to achieve premium aesthetics that clearly reflect their identity.”

Mono-material and easier-to-recycle construction are often requested at JPS Packaging, according to Jimmy Yang, Head of Development and Operation. He explains, “These assets are more often to support recyclability claims and reduce mixed-material complexity.”

New in Nail Care

At Fiabila, Candice Jagut, Marketing & Innovation Director, says, “Packaging is a structuring component of the offer, both technically and from a marketing perspective. Brands expect bottles that protect the formula against light, oxygen, and solvents. The bottle also needs to clearly express positioning and convey a distinctive image.”

Jagut says that at Fiabila, growth is driven by care products, hybrid products, and UV gels. Color, including the absence of color, “which is particularly relevant for men’s products to introduce new codes.” The company has entered the nail care category, as seen with Coco Kera-Py, a new dry oil product. 

Moi Aussie’s Packaging

Fiabila collaborated with a new French brand dedicated to men, Moi Aussi. Fiabila co-developed the brand’s nail polish and care formulas. The brand selected a transparent glass bottle (frosted for one of the care products), with a rounded inner base. The brand chose a minimal white silkscreen printed decoration. The cap is made of PP.

The colored secondary packaging delivers storytelling around product usage in addition to regulatory information. The brush is a wide fan brush with a rounded cut. It is designed for a precise, gentle and non-intrusive gesture, enabling progressive and controlled application.

Fadi Mroueh, Founder of Moi Aussi, says, “The Moi Aussi packaging was designed as an extension of the care gesture. It is sober, durable, and precise. Glass was chosen for its stability, recyclability, sensory dimension and transparency. It allows the color of the formulas to be visible. The rounded bottle shape and fan brush enable a soft, controlled application. We wanted an object that is both functional and elegant, supporting men in an intentional gesture, without artifice or excess.”

Cosmogen’s Lelièvre tells Beauty Packaging, “Brands primarily request precision and ergonomics through expert applicators that guarantee control, comfort, and hygiene. Demand for visibility of color drives the use of transparent components. Brands have access to two distinct approaches. One is specific developments that offer high levels of customization for differentiation. Another is competitive, ready-to-go solutions. These allow for faster time to market, simplified industrialization, and lower minimum order quantities. They are particularly suited to indie brands.”

Sustainability’s Impact on Color Cosmetic Packaging

With legislation pending and consumer attention growing, suppliers have persevered to meet the recommended criteria for sustainable packaging.

At JohnsByrne, Chapdelaine, says, “Sustainability now directly influences material and structure choices. Requests for FSC-certified paperboard, recycled content, lightweighting, and right-sized cartons are common. Refill-friendly designs along with reduced material usage are especially important in color cosmetics.”

 Cosmopak’s Wolfe agrees, saying, “Sustainability is a conversation that accompanies every packaging development project. It’s a prerequisite.” Cosmopak offers a wide variety of solutions from materials to end-of-life solutions. These help enable its brand partners to achieve their sustainability goals.

Sustainability Reshapes Strategies

Sustainability also surrounds Geka’s production. Gunz tells Beauty Packaging, “Sustainability has fundamentally reshaped packaging strategies in the Color Cosmetics segment. Today, biodegradable materials, recycled ocean plastics, and minimalist mono-material solutions are no longer optional—they are becoming industry standards. This shift reflects both regulatory requirements and growing consumer expectations for environmentally responsible products.”

Gunz says that Geka’s sustainable highlights include the use of PCR materials. There’s also a strong focus on PCR fiber filaments for mascara and eyebrow application. These enable performance-driven applicators with a reduced environmental footprint. According to Gunz, Geka is also the first and only supplier to offer bulk and formulation compliant PCRPP for primary packaging. This “helps brands transition to recycled materials without compromising quality, safety, or aesthetics.” 

Cosmogen’s Lelièvre points out that: “Sustainability is embedded from the earliest design stages. Brands expect reduced material usage, recyclable or refillable solutions, reusable packaging and applicator, and the integration of recycled materials. This requires re-engineering color cosmetic packaging to balance environmental impact with performance and desirability.”

In general, says JPS Packaging’s Yang, “Sustainability has pushed brands toward refills, PCR, and mono-material structures. Plus more careful language around what is ‘recyclable’ in practice.”

CTK’s Lee, says, “Sustainability has fundamentally changed the role of packaging. Packaging was once primarily about aesthetics. It is now understood as a system that supports sustainable use, disposal, and regulatory compliance. In this sense, sustainability is no longer a message added afterward, but a condition embedded directly into the structure.”

Sustainability Affects Design

Material selection has also become more important than visual design in many cases, says Lee. Complex multi-material constructions are being phased out in favor of mono-material structures with clearly stated PCR content.” He says, “How to Recycle” guidance has become almost mandatory on brand product pages.

As a result, adds Lee, “While visual design has become more minimal, the technical complexity of structural design has increased.”

Berlin’s Stein also notes the impact of sustainability mandates. She says, “Sustainability is one of the most influential packaging trends across categories, including cosmetics. Many brands recognize the importance of sustainable packaging. But, they often struggle to clearly communicate their products’ sustainability attributes and benefits.”

ICONS America’s Cilauro says sustainability in beauty packaging is evolving beyond recyclability. “We’re developing packaging that merges eco-conscious design with premium aesthetics. We enable brands to meet changing demands without compromising style or performance.” She says that there is strong demand for circular systems that extend beyond recyclability. These include mono-material designs with PCR, refillable, reusable and modular compacts, jars, bottles, and sticks. 

Looking Ahead

What does 2026 hold for color cosmetic packaging trends and sales?

While most of the forecasting experts and suppliers we spoke with for this article say they anticipate a thriving market this year, others have doubts and are waiting to see.

At Geka, Gunz comments, “The overall beauty market is expected to grow at a slower pace compared to previous years. Consumer caution, political uncertainty, and market saturation are influencers. While skincare remains the leading category, followed by haircare and color cosmetics, fragrance is currently outperforming, driven by younger demographics.” 

Regional dynamics also play a role, says Gunz. “Europe and the U.S. are impacted by inflation and geopolitical tensions, whereas markets in the Middle East and Latin America show stronger growth potential. Currently, face makeup is the fastest-growing segment within Color Cosmetics, outperforming Lip and Eye categories, driven by demand for flawlessskin solutions, hybrid products, and expanded shade ranges.”

As far as color cosmetics, Gunz says, “In 2026, we anticipate a continued focus on sustainability, transparency, and digital engagement. Opportunities will arise from integrating skincare and haircare concepts into color cosmetics. Also, offering personalized solutions that tap into the “beauty from within” trend will be important. However, challenges such as consumer caution, price sensitivity, and stricter sustainability regulations will persist. Brands that successfully adapt to multisensory experiences and emotional brand connections will be best positioned for growth. Expanding beyond traditional beauty segements also offers growth potential.”

Cosmopak’s Wolfe says, “We expect cross-category growth, and a stabilization of some of the supply chain woes of mid-2025. This will allow brands to nimbly bring innovative products to market.”

More Predictions

Gunn, at GPI, predicts, “In 2026, color cosmetics will be defined by purposeful innovation. There will be a focus on functional, hybrid products that fit seamlessly into everyday routines. Sustainability will be embedded in performance, becoming a baseline expectation through refillable designs, simplified materials, and scalable solutions. At the same time, packaging will act as a key differentiator, enhancing usability, portability, and brand identity. Together, these shifts will support steady category growth driven by repeat purchase, premium essentials, and meaningful consumer engagement.”

JohnsByrne’s Chapdelaine says the company expects to see continued growth. Areas include expressive color, limited editions, hybrid products, and premium yet sustainable packaging. Partners who combine design, speed, and domestic manufacturing will be favored.

At Cosmogen, Lelièvre expects that growth will be driven by experiential premiumization, mini and modular formats, and hybrid products. She says, “Packaging will play a strategic role in supporting discovery, responsible consumption, and expert application.”

Yang, from JPS Packaging, expects more refillable launches and more pressure to prove “real-world recyclability.”

And at CTK, Lee envisions the evolution of packaging roles to have a greater impact than color trends themselves. He says, “While packaging has traditionally served as a container for formulations, it is increasingly recognized as a tool. It shapes usability and influences the final makeup result. As a result, the competitiveness of color cosmetics in 2026 will be driven less by color alone. User experience, content-friendliness, and the distinctiveness of packaging as a functional beauty tool will matter more.”

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