Labels take many shapes and forms to convey critical product information and stylized brand messaging. In today’s sustainable packaging landscape, labels must also balance high performance and durability with improved environmental responsibility.

Suppliers of labels, films, and shrink sleeves to the beauty, cosmetic, fragrance, skincare, and personal care industries are answering the call with creative solutions that meet brand eco standards without sacrificing aesthetics or functionality.

Here, we will cover trends in labels—and, we spoke to several packaging suppliers offering labels for beauty packaging. 

The global market for labels had an estimated value of $44.4 billion in 2025 and is projected to climb 4.9% to $56.4 billion by 2030 (Mordor Intelligence).  While the food and beverage industries are the primary drivers of label growth, the consumer desire for brand transparency is a universal theme and something that a well-designed label can easily convey through well-worded text or through an interactive, on-label QR code.

The boom in e-commerce labels is also yielding labels characterized by the fusion of effective product messaging and environmental friendliness designed to help inform and encourage recycling compliance, with recyclable adhesives, liner-free labels, and clear film labels on clear substrates leading the charge.

The stretch sleeve and shrink sleeve label market posted a $14.4 billion value in 2021, and is on pace with a +5.6% CAGR to top $18.9 billion by next year, according to ResearchAndMarkets. Growth for these labels will be driven in part by the increasing demand for tamper-evident labels.

Stretch sleeve and shrink sleeve label polymer films span materials such as PVC, PETG, OPS, PE, and others. The PVC polymer film segment holds the largest market share because it is among the most cost-effective films, and shrinks to 60% to 65%.

Despite their advantages, PVC shrink labels come with a significant drawback for PET recyclers. Specifically, they have a higher density than water and sink during PET bottle recycling processes, contaminating the PET and reducing the per bale yield of PET bottle recycling. Although pre-wash label removers can effectively deal with the issue, they add an additional cost for the recyclers.

Taking Stock of Foil Trends

Lustrous foil labels have been used by brands for decades, and in an industry where old trends typically reappear with a new, modern twist, brands continue to turn to foils as a medium to drive home their product message.
 
“Foils have been around for so long and most of the enduring trends have been well tried and tested,” says David Peters, Global Product Development Director at Unifoil, a packaging supplier that provides environmentally sound metallic transfer and film lamination substrates for more than 50 years.

“The difference now though is it’s a given that foils have to be sustainable, and they can be customized by brands to add their own unique brand propositions,” says Peters.

Trending packaging designs that incorporate foils do more than shimmer, they subtly tie into the product itself—think toothpaste packaging with gleaming silver starbursts to convey sparkly clean teeth or foils with imagery inspired by a molecular skincare formulation, he says.

“The biggest trend is customization; making packaging personal and customizing a design that’s your own, which makes it even more premium.”

Related: From Plain to Premium

Peters asserts that the post-Covid packaging landscape is taking full advantage of the unique panache afforded by foils. “Designs can be beautifully simplistic, but now there’s almost the mentality of  ‘I’ve been stuck away for years and want to drink champagne on a Wednesday’ [that’s helped to usher in] a kind of animated, theatrical, look-at-me aspect in packaging.”

Brands, he continues, want to set the scene for the future with desirable packaging that’s magical with the use of color and light. “[Foils can be] quite emotive with color, light, and reflections, [delivering the engaging] analogy of the magpie effect—you’re going to look at it because it’s going to grab your attention.”

Peters goes on to say that in terms of foil trends, 2025 and 2026 are shaping up to be about the “circus of the retail store.” “It’s a fun energy and all about pulling customers into new categories because the packaging looks interesting,” he says. “Right now, consumers are more willing to experiment with new products rather than remain loyal to their usual beauty products.”

In 2022, K Laser Technology (USA)’s Cold Foil Business Unit was scaled up to include a Design Lab to service and support the design of labels and packaging, putting an emphasis on cold foil design possibilities and the company’s Viridian Eco-Paper and Eco-Paperboard.

From an ecological perspective, K Laser’s Nerissa Ignacio-Littman, Creative Director, says that every part of a package warrants consideration. “Labels with cold foil are sorted as recyclable in most MRFs, making it an easy and environmentally conscious way to stand out,” she says.

Her colleague, Gary Bibler, Director of New Creative Business, adds that K Laser’s cold foil is laid down with adhesive and UV cured, which eliminates the need for laminate (plastic) in the application process.

“Sustainability and recycling have taken on a lot of momentum,” he comments. “Our cold foil and Viridian foil board have allowed us to present a recycled product for packaging,” says Bibler.

Accounting for Sustainability

The spectrum of sustainability continues to impact every corner of the packaging industry, including labels.

The silver and rainbow holographic laminates from Case Makes are designed to enhance the shelf appeal, performance, and brand positioning. The company’s wide variety of specialty laminates and coatings offer tactile experiences, visual effects, and product security. In addition to the company’s LuMet laminated product, which has been certified as fully recyclable by Western Michigan University, it’s also exploring options such as biodegradable and compostable films.

Case Paper has worked with many of the nation’s top beauty and wellness brands, including some within the Procter & Gamble family, and has frequently collaborated with many of the firms who create packaging for the leading brands recognized on shelves every day.

One of Case Paper’s most recent achievements was earning the 2024 Package of the Year award from the New Jersey Packaging Executive Club (NJPEC). The award-winning submission was a rigid box created in connection with Allstate Paper Box, that featured a holographic laminate constructed of angled pillars of light on 80# Sappi Lustercote.

Jonathan Hummer, Case Paper’s Director of Technical Sales, says laminates for the paper box wrap demonstrated excellent lay-flat properties, and the addition of holographic films created a stunningly unique design.

The coating materials were achieved using Case Paper’s in-line gravure system, and the products were perfectly color matched. The end result reflected modern luxury and encapsulated the industry’s recent luxury design trends.

“Labels are one of the many variables that contribute to the overall sustainability bottom line of a product” states Jeffrey Martin, Director of Marketing, FP Labs at Federal Package. “When consumers look for sustainable cosmetics, they typically consider what is inside the packaging but sustainability is a total product, inside and outside of the container.”

While package sustainability is a current trend, Federal Package reports demand for eco-conscious labeling solutions since the 1990s. “As new technology and techniques become available, demand has grown and shifted,” Martin remarks. “Now, brands are considering labels that are not only created from sustainable materials, but also use less energy to create, are gaining in popularity.”

Cost, he adds, still remains the primary motivator in any sustainable option. “If sustainable label options are not cost-comparable to the alternatives, they often get passed over,” he says. “As consumers push brands toward greater sustainability, we expect brands to look harder at their total sustainability bottom lines.”

Martin says one of the easiest ways for brands to dip their toe into sustainable labeling is to work with a vendor that holds Forest Stewardship Council (FSC) certification. “Using FSC substrate materials and eco-friendly inks can help bolster the sustainable bottom line for a brand,” he explains. “The downside of many sustainable inks is that they can slightly fade in UV light, but may be perfectly suitable for some brands. Choosing eco-friendly adhesives for applied labels that are not only sustainable, but functional with the chosen container style, is necessary in the process.”

Of course, often the most sustainable label is no label at all. In that case, direct print or silk-screening deposits label content directly on sustainably sourced containers and packaging. “Direct print can save time and eliminate the need for another step in production,” Martin says.

Labels & Label Liners

While labels can be created using a variety of substrate materials, label liners have become a newer area of focus in the effort to improve label sustainability, packaging suppliers say.

Joe Zavaglia, UPM Raflatac’s Development Manager, Silicones & Liners, Americas, Markets, says there’s been an increased interest in PET PCR liners, as well as lower paper and film liner calipers (with 2.4 mil still predominant in paper and 1.2 mil in PET), with end users and converters keener on recycling paper liner waste.

Agata Kowalska, UPM Raflatac’s Director, Consumer Label Solutions, Americas, Markets, says that while film and paper labels each have their place, performance depends on their adhesive pairings. “As with any label selection, we must start with the end use or full package in mind, to achieve the desired outcome regarding sustainability, functionality, visual aspect, or efficiencies,” she says.

Related: ‘Limitless’ Labels for Deco & Customization

She additionally points out four decision drivers behind the choices of film and paper labels. The first is the desired appearance. The second is the package substrate.

“For a unique texture on a wine bottle or cosmetics package where a brand wants to stand out on shelf, that unique feel can be better accomplished with specialized papers,” Kowalska says. “To improve the recyclability of plastic packaging, APR guidelines recognize film options that are best compatible with plastic that’s used in the application.”

Matters of package functionality and the conditions in which the package or labels will be stored and used round out the four factors.

Flexible packages, especially those that will be exposed to fluctuating environments, typically pair best with flexible film labels for enhanced durability and better resistance to UV, heat, chemicals, or abrasion. Paper labels pair best with paper packaging and on packages with shorter-term life expectancies in indoor or dry environments.

Environmentally speaking, silicone on label liners poses the greatest challenge when it comes to recycling, says Michael Garretson, Manager, Recycling and Circular Solutions at UPM Raflatac. “Both paper and PET are highly recyclable materials; however, adding a layer of silicone to them limits who can process them and the amount of value that can be derived from the materials.”

Logistics, he continues, can be another environmental challenge. “Because of spent release liners’ limited value, the expense of transporting material from the site of label application to the recycling facility is often greater than the value of the release liner.”

One solution is linerless labels. “Linerless labels streamline order processing, which reduces cost, ensures order accuracy, and enhances the customer experience,” comments Ryne Reuvers, UPM Raflatac’s Senior Manager, Linerless Sales, Americas Region.

UPM Raflatac currently provides release liners spanning most paper and film liners currently available in the AME market, specifically SCK, CCK, glassine, PCK, natural kraft, and PET.

What’s more, the company’s RafCycle program also serves as a label release liner recycling service, streamlining label waste management and bolstering the circular economy. Through the process of label waste collection, label backing paper recycling and PET film recycling, these materials are transformed into new resources, embracing sustainability and giving them new life. Recognized for its cost efficiency, transparency, seamless implementation, and localized partner support, RafCycle offers a comprehensive solution. 

PLPS Launches PLPS Earth + Making its debut this month from PLPS is the Earth+ line, the company’s range of recyclable pressure-sensitive, shrink-sleeve, and flexible packaging.  PLPS’s award-winning package for Devoted Creations Vault Tanning Bronzer, for NJPEC’s Package of the Year recognition.   The line is comprised of three products: Earth+ Shrink 100% recyclable shrink sleeves, Earth+ PS Polyolefin recyclable pressure sensitive label film, and Earth+ Flex recyclable flexible packaging made of a 90+% PE base with an EVOH barrier.  Leslie Gurland, PLPS’s Vice President of Sales & Marketing acknowledges the positive trajectory of sustainable options, but remarks that there’s a need for improvement. “Companies recognize the need to integrate environmentally friendly labels to achieve or get as close to 100% sustainability as possible,” she comments. “We took the time to thoroughly test everything on the market to ensure that our final product is designed for excellence, meeting high standards of quality and efficiency, as well as aesthetic goals and recyclability criteria.” The new launch comes on the heels of PLPS’s Silver award win in NJPEC’s Beauty/Personal Care category for its work with Devoted Creations on their Vault Tanning Bronzer package.  Complete with silver tones and 3D embellishments evocative of a door and lock, the packaging design took inspiration from the product name to mimic an actual bank vault. To achieve the look, PLPS produced a multi-dimensional silver shrink sleeve to suit the uniquely shaped container and closure.  “The sleeve exemplifies 2024’s ‘pattern’ packaging trend by showcasing a herringbone and repeat pyramid pattern that creates an illusion of texture where none exists,” explains Gurland. “This effect was achieved by strategically applying silver cold foil alongside black, white, and silver inks. The multi-dimensional silver shrink sleeve was a perfect backdrop for the packaging’s 3-D embellishments, which made the product resemble a bank vault.

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