The beauty trends that are emerging reflect the diverse responses to the current global situation and the changing way we think, feel and consume. Marcia Bardauil, marketing manager at Quadpack, comments: «it's about having hope in the future. Beauty brands are adapting to the new reality and packaging plays a crucial role. As soon as you see it or touch it, you begin a relationship with the product and the brand.
Trend 1: Made for me
The world is changing, and so are we, all the time! We are becoming the “Flex generation”. Why cling to a fixed identity if tomorrow we can feel differently? After all, tastes in fashion, cosmetics and even politics tend to evolve. It is also possible to adopt several personalities at the same time, both on the networks and in real life.
This radical change requires ultra-personalization. Artificial intelligence (AI) offers all kinds of opportunities for beauty brands, from digital diagnostic tools and virtual fragrances to in-game launches. Stores become experiential spaces where you can try products that are then purchased online. Brands connect with their target audiences in new and memorable ways, such as pop-up stores, festivals, podcasts and influencer engagement.
What does this mean for packaging? Packaging can support this trend by offering mindful and memorable experiences. They can be technological and connect with online programs that track the evolution of skin care or preselect products tailored to the consumer's needs. Unique formats can be designed that allow mixing formulas. But, above all, they must appeal to the senses. Haptic packaging can have audible closures, special shapes and finishes that change color or texture. Soft-touch packaging may suggest the feel of the velvety formulas they contain, or a glossy appearance may reflect glossy products.
Trend 2: Blue
The ocean inspires more of a movement than a trend: blue beauty. The oceans are considered a resource to be protected, a source of ingredients and a creative influence. According to the United Nations, “the oceans feed us, regulate our climate, and generate most of the oxygen we breathe.” It is also one of the largest unexplored territories on Earth, inspiring legends of mermaids and other fantastical sea creatures.
Protecting the oceans is essential and is being addressed in a variety of ways. Ocean Bound Plastic (OBP) prevents plastic waste from reaching the waters, although its recovery remains a great challenge. Beauty brands are developing waterless products and microplastic-free, reef-friendly formulas, but there is also a risk of this becoming “bluewashing”. Ocean-derived ingredients, such as micronutrients from sustainably harvested algae, are becoming increasingly popular.
What does this mean for packaging? The packaging, if it contains plastic, should not contain microplastics and preferably recycled materials from OBP should be used. Blue beauty can be inspired by the oceans with marine-themed decor, a reflective blue and green color palette, water-like finishes, or "quirky" textures like seapunk neoprene or "mermaid" scales.
Trend 3: Silent beauty
As consumers prioritize wellness, overconsumption is rejected and we are seeing a return to basics. When making purchasing decisions, consumers ask themselves: “Do I really need this?” and "Do I really need a new one?" However, they are willing to pay more for quality. While pockets tighten for other things, prestige makeup remains unaffected.
Silent beauty emphasizes simplicity and effectiveness. Less is more. B Corp beauty brands focus on what really matters and skincare becomes the new makeup, favoring natural, nude looks and a healthy glow. In this space, brands offer essential, but high-quality ingredients to provide justified value to consumers, who receive more information than ever. Opportunities exist to accelerate the power of the mind-body connection and the transformative potential of psychodermatology and neurocosmetics. AI also helps increase efficiency and accelerate product development.
What does this mean for packaging? Packaging can protect high-performance products and natural ingredients with airtight designs or airless technology. Reusable formats, which do not use additional plastic to create the refill, link with a conscious mindset and offer great value for money, as consumers want longer-lasting sustainable solutions. In this sense, noble materials such as ceramics and wood fit well. The look is timeless elegance, a kind of artisanal aesthetic, with minimalist lines.
Trend 4: Oasis in dystopia
The world is volatile, uncertain, complex and ambiguous. Young consumers are working, however, for a “protopia” future, in which life continues to improve a little every day. We undoubtedly face global challenges, but we have also made progress, for example, in water treatment, ecological buildings, renewable energies and food alternatives or sustainable materials. It is an inspiring mentality, which embraces technology to combine the familiar with the futuristic, always through an ethical perspective.
Consumer pressure and brands' own sustainability goals are driving companies to improve their impact. In beauty, brands are launching products that respond to the world's problems with waterless formulas, advanced sunscreens and climate-adaptive solutions that help skin adjust to the environment in real time.
What does this mean for packaging? Alternative packaging materials support the prototypical vision of the future: biocomposites such as Sulapac, recycled plastics, wood, aluminum, leather, cement, terracotta, cork, etc. Climate-adaptable formulas will also be possible through some type of protection, whether barriers or airtight or airless formats. This trend comes hand in hand with a somber and dark aesthetic, with organic and at the same time brutalist shapes. The metallic finishes and materials serve to highlight that futuristic touch.
Trend 5: In search of eternity
By 2050, the population over 60 years of age will double. As we live longer, the way we age becomes increasingly important. The focus is more on prevention than cure and we incorporate holistic health and beauty routines. Science has shown that epigenetics (referring to lifestyle and environmental factors) is directly related to the longevity of the skin. Our cells are continually exposed to a long list of harmful factors, such as poor diet, lack of sleep, pollution and ultraviolet radiation, which can lead to health problems and rapid aging.
Consumers – young and old alike – are looking for proven beauty solutions: evidence-based supplements and treatments in an ongoing quest for youth. In parallel, our constant digital presence in video conferences, selfies and social networks has given rise to a wide range of non-invasive aesthetic treatments and “touch-ups”, from cryotherapy to needle-free fillers. In 2024, big brands will join the niche brands that started the trend.
What does this mean for packaging? Depending on the formula or treatment, packaging can be designed to help achieve the goal, for example by mixing actives with serum in a two-in-one container or adding a cool-touch applicator. Mini vials offer effective solutions for single doses. The aesthetic is pure, clean and laboratory-inspired, while new creative concepts for nutricosmetics packaging can, in turn, transform the look of the traditional “pill jar.”
