4 Beauty Packaging Trends on the Rise in 2023

Beauty Packaging Trends

Trends change fast in the beauty industry, and brands must adapt their packaging choices to satisfy the market. In 2023, several movements set the standard for beauty packaging. New brands are entering the market and following closely with these trends, thereby boosting their chances of success throughout the year. Read on as we cover 4 beauty packaging trends that are on the rise in 2023.

1. Minimalist Beauty Packaging

Minimalist Beauty Packaging

For years now, the beauty industry has been attached to minimalist branding. 

Beauty brands will continue this trend in 2023, lining store shelves with minimalist packaging designs. These designs are sleek and polished, with a focus on simplicity that draws the customers’ eyes to the most essential elements of the product.

In 2023, beauty brands are using minimalist packaging to echo the modern “skinimalism” trend, which promotes simple skincare routines with fewer products. Complex or lengthy skincare routines often cause irritation or damage; customers have become aware of this, and are thus diverting from the traditional 10-step skincare routine. 

As customers pursue healthy skin with fewer products, beauty brands promote skinimalism by releasing multipurpose products with clean ingredients. Furthermore, by using minimalist packaging designs, brands reinforce their support for this modern movement.

2. Recyclable Materials

Customers in 2023 demand sustainable products more than ever before. Thus, brands that implement recyclable packaging materials are winning shoppers. 

Beauty brands have several options for recyclable packaging materials. Packaging made from recyclable paper and wood is becoming more popular within the beauty industry. Similarly, glass, which is infinitely recyclable, boomed in 2022. Plenty of beauty brands opted for glass packaging last year, and glass’ popularity within the industry has maintained. To find the best glass packaging for your beauty brand, refer to the table below:

Glass Tube with Cork 1 oz.
Square Glass Jar 1 oz.
Square Glass Jar 1.5 oz.
Glass Tube with Cork 2.7 oz.
Square Glass Jar 3.4 oz.
Calypso Glass Jar 6 oz.

3. Refillable Packaging

Similar to the growing popularity of recyclable packaging, many customers are beginning to favor brands that take initiative on upcycling. Customers want to be able to use product packaging more than once, and with product-refill programs, brands are addressing this desire while boosting sales.  

A “Refill Revolution” has begun in the beauty sphere — with some big brands like L’Occitane taking the lead. In the EU, especially in France, beauty brands are leading projects to minimize packaging waste by refilling existing containers with their product. If more big brands follow along, refill initiatives are sure to expand globally.

If your brand is considering refill initiatives or is making eco-friendly shifts in 2023, consider green marketing. By aligning your brand with the environmental cause, customers will look to rely on you for sustainable products in the future. 

4. Gender-Neutral Packaging

The beauty market is trending toward accessible and inclusive options. In particular, customers care about the messaging that brands use in their product packaging. More and more, customers are purchasing products that are marketed as gender-neutral

Many brands have released multiple versions of the same cosmetic product, but marketed and packaged them differently according to gender. While this may have once been tradition, customers are now seeking a change. When it comes to products like shampoo or moisturizer, customers prefer a single gender-neutral option over multiple gendered products. 


The beauty industry will see its fair share of shifts and trends throughout 2023. While minimal packaging designs will continue to dominate, customers will also care about your business’ brand messaging and choice of sustainable packaging materials

For more tips to advance your beauty brand, read Glassnow’s complete guide to cosmetics packaging.