The impact of sustainability on the Beauty world—and, in particular, on packaging—has been an obvious lesson in how our industry evolves. We are now watching another shift taking shape. 

Wellness has become a priority for consumers who are focused on products that will make them feel good as well as look good. 

In a recent report, Circana, said, “Rather than a standalone entity, wellness is a central theme that inspires all facets of consumer behavior and touches on many industries. The global research agency defines wellness as “products or services that empower self-care by enhancing consumers’ physical, mental, and emotional well-being.” 

In addition, “well-being-focused” consumers have a buying power of more than $1.1 trillion in the U.S., “highlighting the significant market potential for companies that cater to this demand.”

Kristin Hornberger, EVP of Wellness, Beauty, and Homecare at Circana, noted, “As well-being practices touch all aspects of our lives, maximizing these opportunities is a win-win across many industries.” 

When it comes to emotional well-being, Circana found that 77% of Americans prioritize their mental health, including stress, sleep, mood, and motivation. Beauty is one industry that Hornberger says is intrinsically tied to this aspect of wellness, saying, “When analyzing the percentage of women incorporating beauty into their wellness routine, 46% dedicate time to skincare, over 30% apply makeup or style their hair more often to make themselves feel good, and more than one-quarter wear fragrance to lift their mood.” 

Larissa Jensen, SVP, global beauty industry advisor at Circana—and a member of Beauty Packaging’s Board of Advisors—said, “The evolution of wellness has provided a boost to the beauty industry, which has products that provide both the tangible benefits that affect our bodies such as skincare and suncare, but also the more ethereal intangible benefits that affect our mood like fragrance, makeup, and hair styling.” 

“Wellness is a constantly shifting paradigm of practices that work together to make the individual feel empowered,” said Hornberger. “As the landscape of consumer priorities continues to evolve, companies that align with the principles of well-being will be well-positioned to thrive.”

 We hope you like this issue, and we wish you a happy, healthy, and beautiful Spring!

Jamie Matusow
jmatusow@rodmanmedia.com

In This Issue – June 2025

Vita Liberata’s Tubes Look Luxe: Vita Liberata uses tubes for many of its popular instant tanning products, including Body Blur, and they contain 30% PCR.

Why Tubes Have Become a Go-To Choice: Tubes are convenient, eco-friendly, and offer specialized dispensing. Here are the latest supplier innovations and trending tube designs.

Trade Show Report: Cosmoprof/Cosmopack Bologna Draws Record Crowds — as advanced sustainability, beauty tech, individuality, inclusivity, light weighting, and dramatic deco were highlights.

How TikTok Has Changed the Game for Beauty Marketing: It’s a new era of co-creation, where community feedback can reshape product lines—and rewrite the rules of packaging.

Why Airless Is Growing in Popularity: Airless packaging gives delicate formulas the protection they need for peak performance with very little product waste.

Secondary Packaging, with Primary Appeal: As global e-commerce beauty grows, gift boxes and paper-based cartons convey a sustainability stance, while advanced decorating techniques can help distinguish individual brands. Plus, an update on tariffs, and more.