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6 Trendy Packaging Ideas (Techniques) For Cosmetic Companies

Posted On August 28, 2015 by Charles Hsieh

Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics and sale to the end user. It involves the process of design, evaluation and the production of packages. Some of the most common packaging used includes Bakelite closures on bottles, transparent cellophane overwraps and panels on cartons and various forms of aluminum, plastic, glass and paper materials. In-plant recycling and post consumer recycling are now common practices used due to economic feasibility, consumer awareness and regulatory pressure. Each industry has specific standards and regulations to which they must adhere.

The cosmetics packaging business makes up 60% of the manufacturing industry which has the most diversified types of packaging including bottles, tubes, jars, containers, sticks, pumps, dispensers, roller balls, caps, closures and pens. The packaging largely determines the marketing success of the product in the retail market and is chosen by form and function such as how it will be applied; how a company chooses to attract their customers through design; and the desired shelf life of the product. A compatibility test usually conducted to see which packages are most suitable to each product. Some of the most common forms of packaging used in cosmetics are:


Lipsticks and lip glosses commonly come in cylindrical tubes usually made of metal, plastic or a combination of both materials. The tubes are designed to twist and push up the product. There are two tubes, the bottom tube which contains the product and the top tube that fits over the bottom tube to protect the product.


Powder and cream makeups are typically packaged in compact containers. These have a lid that flips open and sometimes contains a mirror and a brush to help apply the product. Foundation, blushes and eyeshadow are usually packaged in compact containers.

Roller Balls

Small roller balls made of metal, glass or plastic are primarily used to encase perfumes or deodorants. The tip of the container has a small ball that is used to roll the product on to the skin’s surface allowing the user to control the dispersion of product. This kind of packaging is similar in size to a cylindrical tube. Frosted glass rolls are popular for perfumes, lip glosses and oils.


Mascara and some lipsticks or gloss can come in vials made of metal, plastic or glass. They have a twist cap and/or a brush attached inside the cap that is used to apply the product. Vials can be a good option for miniature sized cosmetic products.


Plastic and glass bottles with removable twist off caps are often used in the packaging of liquid products such as foundation and toners. The majority of perfumes and body sprays are found in small spray bottles are made with sealed metal caps.


Glass and plastic jars are often used to package creams and moisturizers. These come with a twist off top and are available in unique shapes and sizes. Dark violet glass jars are used for cosmetic products that need protection from light and organic contamination. Some companies use emboss bottle designs and thermo chromic inks to make a product stand out. Plastics are used when a product needs to diffuse light which helps to protect the product longer. A product like body glitter requires a container to be clear and non-translucent.

Other cosmetic packaging can include ampoules, pallets, droppers, etc. and some companies even offer customized cosmetic packaging which is popular for luxury brands.

Trends In Cosmetic Packaging

Techniques of packaging used by the architecture and automotive industries have influenced packaging in the cosmetics industry. Bonded metals, plastics and glasses are now being used in cosmetics packaging along with multi-colored holographic effects and lacquering. Bright and vibrant colors are a popular trend to help make products stand out in the crowded beauty care space, orange and halo colors are most popular among women while masculine, functional features are preferred by men. Companies and consumers alike have started to drive demand for environmentally friendly packaging free of toxins and easily recyclable, which is becoming commonplace for manufacturers in today’s market.

Cosmetic Packaging Equipment

Filling machines, sealing machines, conveyors and unscramblers are some of the equipment used to package cosmetics and span across various stakeholders such as cosmetic manufacturers, cosmetics packaging manufacturers, traders, distributors and raw material suppliers. Several newer advanced machines are now fully automated to save time and reduce the cost of labor. The leading companies playing an active role in the marketplace are Amcor Ltd. in Australia, HCP Packaging in China and Albea in France. These industry players focus on strategies such as new product launches and agreements with regional players to garner a larger market share. However, outside of the main players, there are thousands of others that cater to smaller networks throughout the world.

Demand for creative and innovative cosmetic packaging drives the cosmetic machinery market. As advancements in flexible equipment is further developed by cosmetic packaging equipment manufacturers, this will inspire more creative and feasible solutions for cosmetic wholesale and retailers to reach their consumers.