Quadpack’s Creative Hub has analysed market data, with digital ‘eyes and ears’ open, for its 2025 beauty trend eBook...

The packaging of liquid formulas can often benefit from an applicator, but there are many different types. Quadpack helps you choose the right one.

Quadpack’s Marketing team shares a distillation of the key trends in the beauty market in the year ahead.

It’s not enough for beauty brands to deliver a great product. Today’s consumers want more. Quadpack’s Market Insights team explains how beauty packaging solutions can convey feelings and experiences that help brands tell their story.

Since the pandemic, well-being has become the main priority for consumers – and the market has answered their needs by launching uplifting makeup and skincare products. Fun packs and applicators that allow self-expression and use colours to enhance optimism and happiness are on the rise and will continue in 2023.

Since the pandemic, baby products are booming: inspired by the ‘clean beauty’ movement, brands are prioritising premium, sustainable ingredients and packaging that are respectful to the environment. It’s a global trend driven by booming markets such as Asia Pacific and the Americas.

It’s time to drop the word ‘trend’ and realise that genderless beauty has become the norm in cosmetics. Celebrities, influencers and the general public are adopting gender-fluid aesthetics that use clothes, hairstyles, makeup and other visual elements to celebrate self-expression and inclusivity.

From the metaverse to healthification, beauty brands are looking at all the trends that will affect the future of cosmetics

Niacinamide, hyaluronic acid, salicylic acid: if you know what these ingredients do for the skin, you’re part of a growing tribe called the 'skintellectuals'. Savvy and extremely curious, these consumers are driving a revolution towards more transparent information in the beauty industry.

While beauty brands were facing the challenge of digital transformation, a new generation was taking over as prime consumers. 2022 starts with a focus on Generation Z, which grew up ‘digital’ and is socially and environmentally concerned.

The ‘skin minimalism’ concept is not new, but simplified and sustainable beauty routines are the key drivers behind the hybridisation trend dominating make-up launches in 2021.

Priorities have shifted. New elements have been incorporated into consumers’ routines: masks, sanitisers, soaps, and all things touchless are now part of their lifestyles. The ‘clean beauty’ trend, popular in pre-pandemic times, has now evolved due to an increasing concern about contamination, and ‘safe beauty’ is the new trend that industry experts are talking about.

There is something promising in the kingdom of beauty. The end of 2020 and the start of 2021 have shown some mergers and acquisitions activity that gives a hint of how the cosmetics market will look in the next few years. Although cautious, investors are looking to position themselves for a post-COVID future, focusing on mid-tier brands with a strong sustainable approach.