beauty consumer and packaging trends 2025
Today the beauty industry is worth hundreds of billions worldwide, and continues to grow. But as younger generations enter the consumer market, how will their purchasing habits shift the industry and its packaging?
top 3 packaging trends 2025
1. Sustainability
Eco-conscious packaging is no longer optional—it’s a customer expectation. From compostable wrap (like Bubble Paper Wrap) to recyclable dispensers, brands are cutting waste, reducing plastic use, and prioritizing materials with a lighter environmental footprint. A large zero-waste movement throughout brands prioritizes refillable containers.
2. Bold and Colorful
Minimalist neutral-colored packaging is giving way to bright palettes, playful typography, and creative patterns. Brands are using color to stand out in crowded feeds, add personality to their unboxing experience, and create a sense of delight before the product is even revealed.
3. Brand Collaborations
Cross-brand packaging partnerships are making waves, pairing unexpected names to create buzzworthy limited editions. Recent examples include Tru Fru × Tarte, e.l.f. × Stanley, Twilight × ColourPop, and Schwarzkopf × Disney’s Freakier Friday. These collabs not only expand audience reach but also turn packaging into a collectible moment.
tru fru’s merch website
This is a great example of a collab between two companies selling unrelated items for PR. See here.
consumer concerns
Today’s consumers are paying closer attention to the environmental and ethical impact of packaging. Overpackaging, especially with non-recyclable plastics, is drawing criticism and can quickly sour a brand’s image. At the same time, “greenwashing” is under heavier scrutiny, with buyers demanding proof that eco-friendly claims are genuine. Around 62% of beauty product consumers are unsure what companies actually mean when they make ‘green’ claims. Rising material costs and supply chain challenges are forcing companies to make tough decisions between price, performance, and sustainability. And with social media shaping brand perception, packaging now needs to deliver both on values and on visual appeal—resonating with consumers who expect sustainability without compromising style.
understanding gen z priorities
Gen Z, born between 1997 and 2012, are now between 13 and 28 years old. They lead skincare consumption, often spending $21–$50 on a single product. Social media plays a major role in this trend, with TikTok and Instagram Reels driving awareness. Today’s “word-of-mouth” is an influencer’s unboxing and review video—seen as more trustworthy than traditional advertising. These videos are many consumers' first impression of the product, and a chance to show-off their sustainable and eye-catching packaging.
where to find the newest products & trends
luxe pack new york 2025
The Bubble Paper team often goes to beauty packaging trade shows like Luxe Pack & Cosmoprof.
Stay ahead by following industry leaders and innovators in sustainable packaging. Trade shows like International Beauty Show NY, Luxe Pack, and Cosmoprof North America events showcase cutting-edge solutions. Following the recent Cosmoprof show in July 2025, Cosmo Trends report curated by Beautystreams to show you the latest and greatest. Online platforms such as Packaging Digest and The Dieline offer trend reports and new product launches. Social media channels—especially Instagram and LinkedIn—are hubs for fresh ideas, featuring brands, designers, and suppliers pushing packaging innovation forward. Keeping an eye on collaborations and startup launches also reveals what’s next in the space.
While there are many brands switching to a sustainable model, some small to medium companies that stand out include Axiology and Bee You Organics. Some brands are even offering refillable options like Izzy, Terrastoma, and River Organics.