There’s a lot of innovation on the horizon in the beauty industry. Trends in the color cosmetics market include stick formats for makeup, multi-use products, accessible designs—and of course, packaging remains forcused on sustainability.

I recently had the opportunity to connect with Lauren Ryder, Mintel’s Global Packaging Analyst, to ask her thoughts on Color Cosmetics/Packaging for this Q&A interview. Read on for her insights.  

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. They’re celebrated for their portability and user-friendly design—and have become an essential staple in every makeup kit. Lip pencils and lip stains are also enjoying a surge in popularity.

Lip gloss is 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 now we’re seeing the integration of mixed materials plus partial flocking in applicators. This is particularly exciting, offering enhanced functionality and unique application experiences.

There’s also 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. It protects the light-sensitive pigments in color cosmetic formulas, while conveying 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, and is dominated by liquid and stick formats. Another area experiencing growth is sticks for eyeshadows. Mintel has seen a 161% growth in eye shadow sticks from 2020 to 2024.

Multi-use makeup products is another category that has seen growth over the last year. These are products like blush sticks, lip stains, or setting sprays that can be used for all over the face. This is not so surprising, as beauty regimens are now modeled to be quick and efficient. Consumers want 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.

Size remains a challenge for sustainability, 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.

Read Next—Also in This Issue

Editor’s Letter: A Colorful Year Ahead for Makeup

The Latest Technologies Advancing Skincare: High-Tech Beauty is About to Go Mainstream

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