We have worked with a number of beauty/cosmetic brands to start 2026, and there seems to have been a shift in what type of packaging they are targeting. There was a time when beauty brands wanted their packaging to mirror their high-end products. This was achieved by adding all of the bells and whistles to “announce” their products to their customers. Soft-touch, high gloss, UV spot coatings, digital prints, litho labels, foils, embossed text, triple white board, microflutes—these were just a few examples of where the conversations typically led with skincare and beauty companies beginning their packaging journeys. Now, however, the story has changed, as it has for many packaging buyers.
Toned-Down/Subtle Packaging (on the exterior)
Many beauty brands are opting to minimize branding on the exterior of their mailer boxes, or in some cases eliminate it all together. Focusing efforts on the interior print within the box can accomplish a number of goals. Mainly, it helps reduce any tampering risk that might occur when you advertise your high-end product and brand name on the outside. It also reduces costs on what may be seen as wasted print on the exterior of a box that will end up with a shipping label covering some or most of it. Consider that shipping labels are typically 4’’ x 6’’, and most of the beauty brand boxes we sell are something like 5.5’’ x 7.5’’ length and width. This leaves very little room for your branding to begin with, and anything you print on the outside will be exposed to the elements (scuffs, scrapes, weather). It can also enhance the customer’s unboxing experience to pour all of your cost and resources into the inside of the mailer, where the product is waiting for them.
Those that are still printing on the outside of the mailer are usually doing so with minimal text, such as a 1 color logo, initials or a tagline that may subtly hint at the brand name without actually announcing it.
Sustainability is Key
This is true of just about everyone who contacts us. In 2026, sustainability is at the top of everyone’s list of importance for their packaging. There has been an increased emphasis on recyclability, recycled content, being eco-obvious (read more here) and reusable. This means that resealable packaging is very hot right now. Things like soft touch feel and high end graphics have given way to kraft board and a more natural look and feel for an “earthy” packaging aesthetic.
Structural Over Graphic Design
There was a time when graphics led the conversations of nearly every customer who reached out to us about packaging. They operated under the assumption that the look of the box was the most important feature. Now, packaging buyers are emphasizing function over form, and the conversations almost always begin with sizing, discussion of internal packaging and how to best and safely protect the product being shipped. This is very true of cosmetic brands, and it is quite common for the focus of the packaging to be on how best to package a variety of product offerings and kits. Most cosmetic brands offer a handful of kits and product assortments. Hair gel, conditioner, shampoo for example, and the products are rarely the same size or shape. Figuring out how many box sizes and how many inserts to hold the product are always good first steps. Many companies do not realize they may be oversizing their packaging, or have more packaging skus than they need.
We have nearly 20 years of experience in structural packaging design and doing this exact work to ensure that your costs are the lowest possible while achieving the desired outcome—your customers receiving your product safely and with a memorable unboxing experience. We are eager to assist you in this process.
Please Contact Us Today
Want to know more about cosmetic/beauty brand packaging? Please reach out to us for a no cost, no obligation packaging consultation. As always, if you have any questions, one of our branded packaging advisors is standing by to assist, with decades of experience behind them. Want to know more about cost saving packaging tips? Please call us at 630-551-1700 or contact us via email at www.SalazarPackaging.com.
Related Posts:
https://www.salazarpackaging.com/eco-obvious-ecommerce-packaging/
https://www.salazarpackaging.com/e-commerce-packaging-sustainability-beyond-the-good-intentions/
https://www.salazarpackaging.com/custom-packaging-for-cosmetic-and-skincare-products/