While bigger and bolder is the preferred labeling method in some end-use segments, less is more in the competitive world of beauty and personal care packaging. In fact, refined and sleek will generate more buzz on the shelf than flashy colors and big graphics.

The beauty and personal care space was impacted significantly by the pandemic, with fewer consumers seeking these products. There have been some after-effects, as well, such as the fluctuating economy and shifting customer preferences and expectations. Per Mintel’s recent 2024 Global Beauty and Personal Care Trends Report, consumers are looking for personal care products that align with their values and goals regarding wellness and sustainability.

R.R. Donnelley (RRD) has emphasized this space, noting that shoppers are looking for “clean” aesthetics and sustainability, along with customization and e-commerce friendliness.

“Sophisticated simplicity is one trend that stands out in 2024 as customers demand functional, high-quality products with packaging that reflects brand values, transparently lists ingredients, and prioritizes sustainable practices,” explains Craig Lombardi, director of sales, Packaging Solutions, RRD. “Extravagant packaging has been replaced by minimalism and simplicity in design.”

According to Lombardi, “quiet luxury” and “clean” aesthetics have been popular trends in 2023 and into 2024. Brands are embracing minimalist packaging through clean lines, understated colors, and tasteful graphics tend to convey a luxurious, authoritative image that customers are seeking out. Brand values, personalization, and quality over quantity continue to resonate with consumers.

Even with the challenges facing beauty and personal care packaging, growth is still robust. “The beauty and personal care industries continue to experience tremendous growth, particularly for e-commerce sales,” says Lombardi. “What used to be an industry limited to physical stores has now expanded tenfold virtually. Retailers such as Sephora and Ulta serve as a one-stop shop for beauty and personal care products, and smaller, more niche brands may only have an e-commerce presence.”

The digital world is not limited to e-commerce, either. Social media has become a huge driver for beauty brands and influencers, as they can showcase products in a new way. For these reasons, the folding carton packaging and labels for these products are crucial elements in making products stand out on the virtual and physical shelves.

For label converters, durability and sustainability are critical elements for a successful product. It’s worth noting that functionality and durability are just as important as clarity and physical appearance.

“Many beauty products have to contend with environmental and usage conditions, whether that is from consumer use or the product itself. One major factor that can affect the integrity of a label is oil,” comments Andrew Palmer, director of sales, Labels and Forms, RRD. “Most skincare products will have to withstand constant oil exposure from the product or from the hands of the consumer. Similarly, almost all beauty products are exposed to some form of moisture, which can cause tears, scratches, smudges, and other label defects. If beauty products are used in the shower or around a sink, labels can peel off, disintegrate, or bubble if they’re not water-resistant.”

RRD has prioritized delivering durable labels that stand up to the environmental challenges faced by beauty products, with the goal of producing labels that are both functional and aesthetically pleasing in this space. Sustainability has a major impact with shoppers – particularly the younger generations.

According to Lombardi, recent research by the Harvard Business Review states when Gen Z and Millennial customers believe a brand cares about its impact on people and the planet, they are 27% more likely to purchase it than older generations are.

“The three pillars of sustainability in the beauty industry have been reuse, refill, and recycle,” says Lombardi. “Many brands in the personal care space have turned to paperboard materials so that customers can recycle packaging after product use. They have also tried to minimize overall packaging use by exploring refillable and reusable packaging. However, this isn’t always possible due to cosmetics packaging requiring specific materials for the functionality and preservation of ingredients. Instead, brands can explore rightsizing current packaging, to remove excess materials products are shipped in, while still maintaining product protection. Additionally, the recyclability of labels on products or the packages they’re shipped in is key – making it as easy as possible for the customers is paramount for recycling rates.”

In the future, beauty and personal care brands need to monitor the trends impacting consumers. “Brands need to be reliable and consistent while evolving with changing customers’ needs. Auditing inventory and warehousing strategies to meet growing customer demand, ensuring products arrive on time with shipping labels, and prioritizing sustainability, personalization, and a seamless supply chain are top of mind for our clients,” concludes Palmer.