What does the future hold for us? future in the beauty sector? It is a difficult question for experts to answer accurately. In the Creative Hub by Quadpack, the objective is to connect the macro trends with emerging behavioral consumer groups, helping us imagine the future of beauty packaging. Market data analysis paints a picture of a polarized, but more compassionate world.
Inclusivity, wellbeing, simplicity and honesty are the hallmarks of the near future. It’s a kinder world that values community and transparency; a world where multi-sensory products and packaging are designed for people of all ages and abilities. Along with the desire for connectivity, both in real life and online, new generations are demanding products that simply make them feel good.
Macro trends
Universal usabilityBy 2026, an emphasis on inclusivity and ageing demographics will drive a shift towards age-neutral product design. Beauty packaging will increasingly adopt universal design principles, making it user-friendly and ergonomic for all ages and abilities, without compromising on aesthetics. Traditional designs will be revamped to combine nostalgic charm with contemporary practicality, incorporating features that enhance both usability and emotional resonance.
Sensory recharge. As consumers try to cope with record levels of fatigue, demand for products that provide relief will increase. This trend is met by emphasizing experiences that offer comfort, enjoyment and emotional connection, enhancing everyday interactions. Multi-sensory products and packaging will be designed to engage touch, taste, sight, hearing and smell, to provide comfort and pleasure. Packaging will feature cozy, luxurious materials that have tactile appeal and emotional resonance. Influenced by Generation Z, expect packaging designs to be casual and personality-driven, adding an element of surprise and joy to the consumer experience.
Skinmalism. Minimalism in skincare is gaining traction as a response to the complexity of multi-step beauty routines. This approach, known as “Skinmalism,” focuses on simplifying skincare by using fewer products to achieve effective results. As consumers prioritize natural, healthy skin, they are moving away from heavy makeup and opting for a more streamlined skincare routine that fits the “clean girl” aesthetic. Skinmalism calls for packaging that is geared toward efficiency and designed for functionality, with features like precise dosing and easy application. Packaging solutions with integrated features like built-in applicators, dual-chamber systems for mixing ingredients, and on-the-go solutions that minimize the need for multiple products and tools. Time-saving innovations will focus on quick access and ease of use, for example, one-handed operation, pump dispensers with precise dosing, and travel-friendly formats.
Instant impact. The emergence of TikTok and Instagram has transformed the way beauty products are discovered and purchased, leading brands to tweak their formulas and packaging to appeal to social media audiences. Influencer marketing is leading the way, inspiring visually impactful products to feature in short-form videos, as well as formulas that deliver instant, noticeable results. Packaging is being revamped to be aesthetically pleasing and functional, designed to be easily shared and immediately engage with the consumer. The unboxing experience takes on greater importance, while content delivery systems enhance storytelling. With seamless shopping integrations across social media platforms, packaging should encourage spontaneous purchases directly from the content. Ultimately, packaging should be optimized for social shopping, driving in-app purchasing decisions.
Consumer groups
These four core macro trends offer just a general overview of the direction in which the beauty market is headed. Within these trends, there are diverse consumer behaviours, backgrounds and types, each contributing to the increasingly fragmented and polarised beauty landscape. In Quadpack’s Creative Hub, they have grouped together certain consumer types to explore their influence on purchasing habits and preferences over the coming years.
Impartialists. In the face of the misinformation crisis, “impartialists” are consumers who value truth and transparency. They expect brands to be honest and prioritize facts over flashy advertising campaigns. This leads to packaging that focuses on a clear and direct message, building trust by clearly presenting product details and claims without exaggeration. Simple designs with neutral colors and transparent materials can enhance this approach. Certifications, source information, and indicators of ethical practices should be prominently labeled in a way that is easy to understand. Clear and objective explanations of product benefits and usage will empower consumers with the knowledge they need to make informed decisions. Minimalist designs that focus on simplicity, clean lines, and a harmonious color palette are gaining popularity. Clean, modern labels and packaging that convey a sense of purity and simplicity.
Autonomists. Driven by a sense of collective responsibility, this consumer group values community and embraces unconventional methods over traditional ones. Autonomists seek products that are unique and inclusive, with a strong focus on environmental sustainability and ethical production. Packaging should be innovative and distinctive, appealing to their desire for creativity and inclusion, using unconventional shapes and materials. Designs should feature eye-catching visual elements that reflect a rebellious spirit, challenging traditional consumerism and encouraging autonomy in purchasing decisions. They should also be accessible to all, highlighting community engagement and social causes, while emphasizing sustainability and ethical consumption, using eco-friendly materials and designs that minimize environmental impact.
Smart packaging is becoming more prevalent, with QR codes, augmented reality and NFC technology being used to enhance the customer experience. These features can provide consumers with detailed information, tutorials and even virtual try-on experiences.
GleamersGleamers are emerging as a response to widespread burnout and disillusionment with corporate-driven lifestyles. They seek solace in simpler, more meaningful connections, such as found families and decentralized living. To align with these values, packaging should convey comfort and warmth, promote wellness and inclusivity, and focus on real needs and usage rather than age-specific marketing. Designs should be simple, with soft colors and tactile materials, to create packaging that feels like a comforting presence in consumers’ lives. Packaging should be accessible and sustainable, with reusable and refillable options, and with a storytelling capability that resonates with Gleamers’ quest for a simpler, more intentional lifestyle.
