Post-Pandemic Color Cosmetics Packaging Essentials

Consumers and brands are looking for cosmetics that are memorable, efficient, and long-lasting.

As Covid cases decline, cheeks pink, and smiles emerge, the Lip and Cheek categories are ready for enhanced exposure—and a strong retail comeback—as Covid cases drop, cheeks blush, and smiles emerge.

“Clean beauty,” which has never been more popular, is still driving industry trends. #CleanLook, the newest beauty trend to sweep over TikTok, according to Trendalytics, is all about improving natural beauty, with Illuminating Foundation, Light Brown Eyeliner, and Ice Globes leading the way.

According to Future Market Insights, the color cosmetics market is expected to grow at a 5% CAGR from 2021 to 2031, owing to increased e-commerce and continuous desire for “natural and organic” and “cruelty-free” products (FMI). By the end of 2021, the worldwide color cosmetics industry, according to FMI, will have surpassed $50 billion.

“As the masks come off and we return to a new normal,” says APR Packaging CEO John Shen, “all areas of color have been fast rising as the consumer comes out wanting to look and feel his or her best.” The lip category has taken a major knock, but it’s on its way back!”

Prestige has already started to rise. “As consumers resumed social and work activities, face makeup product sales, including foundation, primer, and tinted moisturizer, grew double digits, as did makeup-setting sprays and removers,” Larissa Jensen, vice president, beauty industry advisor, The NPD Group—and a member of Beauty Packaging’s Board of Advisors—reported in late January 2022.

Cream and stick blushes, as well as other products popular on YouTube and other social media platforms, grew in popularity in the beauty sector. Furthermore, according to Jensen, across all beauty brand categories, companies developed by makeup artists and social influencers had the biggest revenue growth.

The list of bestselling cosmetic products is topped by celebrities with large social media followings. Money.co.uk has examined more than 182 million Google searches and 105 million social media posts from the previous 12 months to identify the top 100 celebrity-owned firms based on search traffic and social buzz in areas such as beauty and cosmetics and skincare.

Huda Beauty (Huda Kattan, 49.7 million Instagram followers), Kylie Cosmetics (Kylie Jenner, 25.4 million), Fenty Beauty (Rhianna, 10.2 million), Jeffree Star (Jeffree Star, 6.4 million), and Florence by Mills rounded out the top five (Millie Bobby Brown, 2.6 million).

The Color Cosmetics category, too, is rebounding “after a sharp fall in 2020,” according to Mintel. The worldwide research firm’s Color Cosmetics 2021 report predicted a recovery in the sector due to a drop in Covid-19 instances and a return to greater socializing.

Drivers of Sustainability

Color Cosmetics manufacturers are going all out to provide sustainable solutions that meet customer (and government) demand, whether it’s for the Eye, Lip, or Cheek.

“As customers become more aware of the effect of their shopping decisions, they’ve grown to expect their favorite companies to do their part to limit packaging waste,” says Shen of APR Packaging.

“Sustainability is a significant motivator for all color cosmetic packaging innovation,” Musa Dias, chief marketing officer at WWP Beauty, tells Beauty Packaging.

Refillable systems, decreased carbon emissions, recyclable packaging, less plastic/less material, mono-material construction, and packaging optimized for disassembly are just a few of the sustainable solutions offered by WWP Beauty to meet the different demands of each customer.

“Many of our clients have sustainable packaging deadlines to meet,” says our sales director Roger at Molpack. However, he claims that the answer is more complicated than just switching virgin plastic for PCR because many businesses have very particular sustainability goals to accomplish.

“Most of our environmentally conscious businesses want totally recyclable products, some want to remove plastic entirely, and others are developing eco-friendly improvements to the way specific items are packed,” Roger notes. “This presents fantastic prospects for Molpack, since we have invested extensively in new material research and moved toward more environmentally friendly packaging alternatives.” The difficulty is to develop solutions that do not increase prices or negatively impact performance, and customers want to see or feel the sustainability.”

Every Clover product is wrapped in a recyclable material. Bioplastics, reusables, and recycled/recyclable paperboard are also used by the business. Clover is a Plastic Neutral Certified firm, meaning they remove an equal amount of plastic from the environment for every pound of plastic they generate (including post-consumer recycling). The goods are created using the Clean15 formulation approach, which limits each item to 15 or fewer components that have been thoroughly tested for safety. All of the goods are cruelty-free, vegan, and produced in the United States.

The pandemic has also hastened how customers want beauty firms to include sustainable components into their goods.

“The conversion to PCR materials, combined with refill and mono-material package designs, is the most demanded for businesses with environmental objectives.” “Portable and customisable formats are appealing for late-stage distinction and convenience,” Roger explains.

Molpack currently manufactures high-quality cosmetics and skincare components certified chemically recycled materials in Europe providing sustainable packaging solutions. ISCC Plus accreditation assures cosmetic businesses that recycled content claims are verified by an impartial third party.

What Impact Has Covid Had on the Color Cosmetics Industry?

“As manufacturers try to deal with the present sales situation,” Roger adds, “Covid has clearly affected/delayed introductions.”

While the epidemic has had certain drawbacks, it has also provided new possibilities for brands, suppliers, and retailers. Beauty companies and retailers have been pushed to pivot their operations. While this disruption has brought in many obstacles, it has also offered firms an opportunity to alter and innovate.”

“Brands have grown more cautious with colors and are pursuing a more minimalistic approach in both packaging and formula,” says Angela Munoz, vice president of sales at Roberts Beauty, citing some of the changes in the Color category. The transition from color brands towards skincare or color with skin benefits that we witnessed at the start of the epidemic is still strong, while color-based brands continue to focus on those categories.”