Right now, in the calm before the storm that is peak season, warehouses across the country are moving beauty products in and out of their facilities at a steady clip. Beneath this daily rhythm, experienced fulfillment operators are noticing trends that will shape packaging decisions in 2025. Here’s what the experts who handle millions of beauty products every day want brands to know…

Ask the Right Questions First

Before getting caught up in the excitement of sustainable materials or custom boxes, smart brands are sitting down with their fulfillment partners for some real talk. What’s actually causing damage in transit? Which void-fill options won’t drive warehouse teams crazy? What box sizes make sense for both protection and shipping costs? These conversations might not be Instagram-worthy, but they’re worth their weight in gold when it comes to avoiding costly mistakes down the line.

The Sustainability Sweet Spot

Here’s what keeps fulfillment pros up at night: watching beautiful eco-friendly packaging crumble under the reality of shipping conditions. While consumers are absolutely here for sustainable packaging (and they should be!), a delicate balance exists between earth-friendly and product-friendly. The secret? Many successful brands are finding their sweet spot with hybrid solutions – strategic combinations of recycled and virgin materials that deliver both durability and sustainability cred. It’s not about choosing between being green and being protective – it’s about being smart about how you do both.

Every Ounce (and Inch) Counts

As shipping rates continue to climb, dimensional weight is the phrase on everyone’s lips in fulfillment centers. Glass bottles might look luxe, but they’re literally weighing down profit margins. Smart brands are taking a hard look at their primary packaging – could that heavy glass bottle be swapped for a lightweight alternative? Could that formula be concentrated to need less space? In 2025’s shipping landscape, size and weight aren’t just packaging decisions – they’re business decisions.

The Plain Box Revolution

Remember when every direct-to-consumer brand was shipping in Instagram-worthy boxes? Those days are fading fast. Fulfillment centers are seeing a clear trend: what’s outside the box matters less than what’s inside. Plain brown boxes aren’t just practical – they’re becoming a security feature, keeping porch pirates guessing about what’s inside. The real magic? It’s happening inside that plain exterior, where brands are creating unboxing experiences that feel like opening a treasure chest.

The Little Things That Aren’t So Little

In the world of fulfillment, tiny design details can make or break efficiency. A closure that’s tricky to secure might add seconds to each pack job – multiply that by thousands of orders, and suddenly you’re looking at serious labor costs. Clear product identification can mean the difference between smooth picking and costly errors. These might seem like small considerations in a boardroom, but they’re huge on the warehouse floor.

Storage Smarts

Here’s something that often gets overlooked in packaging design meetings: how products live in the warehouse. Boxes that stack poorly are more than just an annoyance – they’re a space drain that affects the bottom line. The most successful brands are thinking about the full journey, from warehouse shelf to customer doorstep, and designing packaging that works at every stage.

Looking to the Horizon

As we head into 2025, one thing is crystal clear from the fulfillment center floor: packaging success isn’t about following trends – it’s about finding what works in the real world of shipping, storing, and delivering. The brands that are winning at the packaging game aren’t necessarily the ones with the prettiest designs. They’re the ones who understand that sometimes, the best packaging solutions come from listening to the people who handle their products every day.

About the Author

Erin Sheeler is the Director of Onboarding at Capacity, a fulfillment provider serving some of the world’s “most recognizable beauty brands”.