In the annals of packaging, the twist-up lipstick bullet is canonical. And what’s not to love, it’s easy to use, delivers controlled application, and is convenient to carry. This is why packaging providers have translated the twist-up bullet’s best qualities into innovative, multi-purpose twist-up sticks for color cosmetics and personal care products.

Younger beauty consumers are especially drawn to stick makeup. It’s the fastest-growing segment in Gen Z beauty, thanks in part to the minimalist makeup trend. “Multi-use sticks are especially appealing,” says Cynthia Talavera, Marketing Specialist, APR Packaging Inc. The company offers a variety of recycle-ready, mono-material stick packages. “Forecasters say the market size will double from 2025 through 2032, growing at a CAGR of 10.4%, to reach $6.2 billion. This reflects growth in all types of complexion makeup sticks, including contouring products and highlighters, and skincare and treatment.”

Why Sticks Are So Popular

Why has this packaging format withstood the test of time? “Compared to liquid formulations, stick and solid formats typically require less protection. Also, fewer complex delivery systems are necessary, since the product is often applied directly,” says Stephen Corsi, Vice President Packaging Development, Innovative Beauty Group (IBG). “This simplifies development and enhances portability for the end consumer.”

He explains that there are two main approaches to production: hot-filled or bullet-formed. “For hot-filled formulas, the component must include an enclosed cavity. This allows the product to be poured in and cooled to form the bullet,” he says. “In the case of molded bullets, such as lipsticks, the bullet is pre-formed and then inserted into the component.”

Twist-Up Stick Innovations

IBG launched its patented Halo Dual Twist Stick at MakeUp in NewYork. It features a unique “dual-direction” planetary cartridge mechanism. This integrates with an external carriage that rises and falls in response to the direction the base is twisted. The company works closely with brands to define and often co-develop formulas. This process ensures the resulting stick package is engineered perfectly, and supports the characteristics of the product it houses. 

The company recently partnered with Scrandie Beauty on the Brik Stik, a contour stick designed to deliver precise, targeted application. “The formula was specifically designed to accentuate the package’s geometric form. It is why the bullet itself is crafted in a distinctive rectangular shape,” Corsi explains.

He adds that a defining feature of the Brik Stik is its product-to-pack size ratio. This is achieved through “an exceptionally compact, patented propel-repel mechanism,” he says. And this makes it an ideal for a brand aiming to advance CSR and sustainability goals.

Compatibility & Filling Challenges

There are two common technical challenges with twist-up stick packaging, according to Sue Cheung, Marketing Director, Rayuen Packaging. The supplier specializes in end-to-end stick packaging solutions for cosmetic, personal care, and fragrance brands. Cheung says formula compatibility (where ingredients interact with packaging) and filling integrity (where air entrapment or leakage may occur).

To mitigate those issues, Rayuen uses 100% PP material systems for chemical resistance and performs compatibility testing for every formulation. Its molds are also designed for material flexibility. This enables production in either PP or PE to best match a brand’s formula needs.

“To ensure reliable fills and seals, we optimize bottom-fill designs and rigorously validate performance—like vacuum-hold testing at 0.055 MPa—paired with precision threads and sealing rings,” Cheung says. “This keeps products fresh, secure, and consistent through every use. By solving these challenges early, we help brands launch stick packaging that’s not only beautiful and sustainable—but also technically dependable from production to final use.”

Rayuen’s latest launches are sleek 50- and 70g Refillable Deodorant Stick containers that hinge on a bottom-fill design with a smart refill-and-reuse system, and the Air-tight Foundation Stick, which is engineered with “superior sealing technology” and rigorously tested to hold vacuum for extended integrity. This stick is offered in 5- and 10g sizes with both top and bottom-fill options for manufacturing flexibility. Both packaging configurations are made of 100% PP for easy recyclability and integration of post-consumer recycled (PCR) content.

Purposeful Pansticks

Within the stick category, Marianna Cilauro, Vice President of Sales and Marketing, ICONS America LLC, reports seeing pansticks driving the fastest growth in demand and innovation. 

Panstick packaging is perfect for creamy, high-coverage foundation products. Stick format foundations and concealer products lend themselves well to targeted, direct-to-skin application.

ICONS’ panstick options include top or bottom fill, push-up or twist-up mechanisms, flat and slant tip cups, as well as airtight and refillable designs in sustainable mono-material, recyclable PP, and PET materials. The company specializes in custom packaging design and tooling, partnering with brands to develop one-of-a-kind custom pansticks, featuring recyclable designs, ultra-smooth mechanisms, and trending shapes such as rounded and domed caps and other custom shapes with in-mold embossed or debossed patterns for premium brand identity. 

“While pansticks are a versatile option for most any formulation, they are fast becoming the rising star in sun care packaging,” says Cilauro. “These compact SPF solutions are perfect for on-the-go use, whether at the beach or commuting in the city. Our range of petite pansticks are particularly handy for smaller targeted application areas like lips, nose, top of ears, or under eyes.” 

One of the newest panstick innovations from ICONS is its Mix & Match duo end panstick collection, in recyclable PET material and available with PCR. 

“Each option features a built-in sponge or brush applicator that is interchangeable, removable and washable, delivering hygienic, multifunctional options for ultimate versatility, sustainability and convenience,” Cilauro says, noting that the company also offers a new range of stick packaging incorporating the tactile trend of squishy, pillow-shaped silicone applicators to deliver a soft, blurring effect.

More About Pansticks

Quadpack is also a panstick specialist. Alongside its classic lipstick products, Quadpack’s ShapeUp Stick dispenses the product in a brand-specific shape, thanks to a design plate through which the formula is extruded.

“ShapeUp Stick places customization at the core of the design, reinforcing brand equity, storytelling, and consumer engagement through a memorable, differentiated application experience,” explains Mateia Crippa, Quadpack’s Senior Category Specialist, Makeup.

Quadpack recently unveiled its Linea PP Panstick at PCD Paris. Billed as a stylish packaging solution for makeup brands seeking high-end aesthetics, recyclable materials, and reliable functionality, the stick is made of mono-material PP (PCR PP is also available) and is refillable, with an easy-to-use snap-on system, lowering environmental impact with every reuse. 

“The cylindrical pack features refined 60/40 cap-to-base proportions, creating a contemporary silhouette that adapts easily to a wide range of brand identities,” Crippa says. “Its seamless design allows decoration to take center stage, with full customization options including silk-screen printing, hot stamping, and lacquering.”

The Linea PP Panstick reflects current brand demand for refillable, recyclable stick packaging that does not compromise on design or performance. Designed for makeup formulas including stick foundations, blushes, highlighters and contour products, it has a 10g capacity and is compatible with both top and bottom filling.

French brand Wafe Care recently chose Quadpack’s Multi Stick to package its latest anti-chafing product, Stick Anti-Frottements Naturel. As a purveyor of natural cosmetics for athletes, Wafe Care chose Quadpack’s 30g panstick with green color matching and a matte finish coating. The stick is made of mono-material PP, and is fully-recyclable.

Twist-Ups for Personal Care

Color cosmetics aren’t the only sector taking advantage of twist-up stick packaging. In addition to traditional deodorants and anti-perspirants, other types of products are available as twist-up sticks. Hair care, suncare, moisturizers, and anti-chafing products are all getting in on the stick pack action. 

Viva Healthcare Packaging offers stick packaging that blends versatility, premium feel, and sustainable design. Offerings range from a 4g lip balm to a 100g wide or tall oval stick. Each of Viva’s top- or bottom-fill round and oval shapes are mono-material polypropylene. Thery are fully recyclable, with the option for 100% PP-PCR. The company’s stick packs feature its award-winning in-mold label decoration for seamless 360° artwork. 

Viva’s work on the Cremo Palo Santo Deodorant Stick earned a 2026 WorldStar award. It showcased how 100% PCR materials can achieve a luxe, high-definition finish with in-mold label decoration. 

Every component of the wide-format stick pack—the barrel, dial, and cap—is 100% PCR PP mono-material to ensure full compatibility with PP recycling streams. It also sports clear, How2Recycle labeling that provides transparent disposal guidance, empowering consumers to recycle correctly.

The package’s premium in-mold labeling is highly durable. The decoration helps the product to resist scratches, peeling, and moisture throughout its lifecycle. Spot gloss, spot matte, and cold foil decoration creates a premium, tactile look and feel while maintaining recyclability.

More Stick Designs

Lombardi Design & Manufacturing also designs stick packaging for the prestige full-size deodorant sector. The company offers its signature, U.S.-made 75ml deodorant case.

“We offer a family of 39mm prestige body sticks in various sizes from 17- to 60m. They are ideal for charcoal and exfoliation face sticks,” says Jack Albanese, Director of New Business Development at Lombardi. “Also, shaving sticks and har wax,” he says. “A range of mono PP racetrack and round sticks are also available from our Asia factories. Sizes range from 20- to 90ml.”  

The company’s stock propel/repel sticks , designed for botttom-filling, use a screw mechanism. “These two attributes require formulas that maintain their physical consistency typical of deodorant and solid sticks for personal care,” he says. 

New Attributes for Sticks

Cosmetic products like foundation sticks often use a “cup” style stick because a screw would crack the bulk. Lombardi’s screw design, however, is different. It has proven to work well with most direct fill/hot poured formulas. “This is particularly true with today’s more natural sticks which can ‘sweat’ upon solidifying, resulting in bottom leaks,” Albanese says. He notes that Lombardi designs its prestige deodorant and body sticks with hermetic seals. These seals are on the top, and more importantly, in the bottom, so no leaks can occur.        

The company’s signature 75ml deodorant case addresses the full embodiment of sustainability. “Being U.S.-Made, there is no ocean shipping emissions or water pollution,” Albanese says. “It is available with 40% PCR using ISCC+ certified chemically renewed PET. And, we produce it with 80% renewable energy.”

Lombardi recently translated its “stick-pertise” into a beautiful package for Clinique’s Chubby Plump & Shine liquid lip color and moisturizer. The 3.9g sticks have the visual nostalgia of a traditional pencil. The user twists the bottom of the package to advance the product through the tip. The package is custom-molded polypropylene. It’s color matched to the various formula shades, and decorated with silver hot-stamping.

“Lombardi was able to apply its solid stick bottom-fill design for a true liquid formula, while maintaining a sealed package,” Albanese concludes.

Read Next—Also in This Issue

Makeup Packaging Trends: Re-thinking Packaging for Today’s Color Cosmetics Market

Editor’s Letter: A Colorful Year Ahead for Makeup

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

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