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Packaging Trends in the Beauty Industry

Prepared by:

Noa Shachaff

Head of Consumer Insights & Analytics

Inside You'll Find

Precision and Hygiene Are Driving Innovation
Dual-Function Designs Are Winning Consumers Over
Interactive Packaging Elevates the Experience

Packaging Innovation in Beauty: What Voice of Customer Data Reveals in 2025

In a crowded beauty market, packaging is more than a visual touchpoint, it’s a strategic driver of consumer experience and brand value. Today’s beauty shoppers aren’t just choosing formulas; they’re responding to the total product experience, and packaging plays a critical role in shaping their perceptions.

This report draws from over 1.9 million insights captured through Voice of Customer (VoC) data across major online retailers in the U.S. to identify what makes packaging feel innovative, desirable, and indispensable.

By examining direct post-purchase feedback, we uncover the formats, functions, and aesthetics that are winning hearts, from precision-focused designs and dual-function formats to sculptural statements and interactive rituals.

Objective

This study analyzes post-purchase feedback from beauty consumers in the United States, uncovering key insights and preferences around innovative and distinctive packaging. The findings are drawn from 1,960,872 voice of customer data points collected between April 2024 and March 2025 across major retail platforms including Amazon, Walmart, Sephora, Target, and Ulta.

Key Objectives:

Examine and analyze cosmetic packaging perceived by consumers as unique and innovative within the category.
Characterize the features that make packaging appear unique and special in the eyes of consumers.

Blushes Precise by Design

Consumers are choosing blush packaging that delivers clean, precise control. In blushes, formats like Revlon’s dropper and Anastasia’s squeeze tube are winning fans for their precision and mess-free use. These designs make application easier and more controlled — a key reason behind their high consumer sentiment.

Tint & Bronzer Precise by Design

The demand for precision and hygiene continues in bronzers and skin tints. Consumers praise the no-fuss, no-waste packaging of skin tints and bronzers. Clickdispense sticks and dropper tubes from brands like Make Up For Ever and e.l.f. simplify routines while keeping things clean and controlled.

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Lip Care & Moisturizers Precise by Design

Skincare is following suit, with packaging that minimizes mess and maximizes freshness. In lip care and moisturizers, users love twist-up and pump tops that dispense just the right amount. These hygienic formats reduce waste and preserve product integrity — and users are noticing.

Makeup Tools Multi-Tasker

When one tool does the job of two, routines get simpler and cleaner.

Beauty tools that blend and apply in one step are winning fans. Revlon’s dual-ended blender and Real Techniques’ two-texture sponge eliminate the need for switching tools, making makeup faster, neater, and more intuitive.

Eyebrow Tools Multi-Tasker

Brow tools that shape and define in one go make routines more efficient.

The same 2-in-1 concept is transforming brow care. From sculpting gels to dual-ended pens, consumers love having shaping and filling functions in a single, sleek product—no clutter, no fuss.

Functional Application Tools Multi-Tasker

Application tools that combine treatment elevate routine into self-care.

Dual-function formats are also emerging in skincare tools. Enaskin’s eye serum applicator soothes while it treats, and Joanssore’s scrubber pump cleans and exfoliates at once—turning daily steps into spa-like moments.

2-in-1 Serum

2-in-1 bottles give users everything they need—without the bulk.

Urban Skin Rx’s AM/PM serum packs morning and night care into a single bottle. Consumers love the simplicity and space-saving design, especially when traveling or streamlining their shelf.

Lip Liquid Standing Out

Sculptural packaging is becoming a key differentiator in the lip tint category.

In a market where many products look the same, designs like ArteSinsa’s stone-like tube and YSL’s heart-shaped window stand out. Consumers call them luxurious, unique, and gift-worthy—elevating perceived value beyond formula alone.

Mascaras Standing Out

Bold, eye-catching mascara packaging drives visibility and emotional appeal.

In a crowded category, products like Benefit’s BadGal Bounce and Revlon’s ColorStay Full Time Mascara stand out thanks to their playful or sleek packaging. From Benefit’s bubbly, curved tube to Revlon’s bold red design, enhancing brand recall and making the mascara feel fun to use and easy to find in a makeup bag.

Lip Products Standing Out

Striking lip packaging turns function into a statement piece.

In the gloss and balm categories, products like Mistine Lip Gloss and Dior Addict Lip Glow stand out with unique, luxurious designs that spark curiosity. Users describe them as eye-catching, gift-worthy, and even conversation starters—making application feel like a moment of indulgence.

Packaging With a Twist Breaking the Mold

Boundary-breaking packaging transforms beauty routines into playful experiences.

Wildfleur reimagines skincare with packaging that looks like flower vases bold, sculptural, and luxurious. Too Faced pushes boundaries in lip gloss with its heartshaped clicker and pen-style applicator, turning application into a game-like ritual. Consumers overwhelmingly love the click format, calling it “unlike anything else” in their makeup bag. Both brands prove that when design defies category norms, it doesn’t just catch the eye – it elevates the experience.

Concept That Breaking the Mold

Skincare packaging gets playful — and consumers love it.

Olay’s dissolvable Cleansing Melts and Dr. Jart+’s DIY vitamin C serum turn cleansing into a fun, hands-on ritual. Both are praised as “unlike anything tried before,” proving that interactive packaging doesn’t just stand out — it elevates the experience.

Key Take Aways

Precision and Hygiene Are Driving Innovation

Across face, lip, and complexion products, consumers are gravitating toward packaging that delivers clean, mess-free, and precise application — from squeeze tubes and droppers to twist-up and pump dispensers.

Dual-Function Designs Are Winning Consumers Over

From 2-in-1 serums to hybrid applicator tools, multi-tasking formats simplify routines, save space, and are increasingly preferred for their efficiency and convenience

Design That Pops Builds Emotional Connection

Consumers reward brands that break visual norms — bold shapes, colors, and sculptural designs transform everyday products into eye-catching, gift-worthy statement pieces.

Interactive Packaging Elevates the Experience

Concepts that let users assemble, mix, or activate the formula — like DIY serums and dissolving cleansers — are perceived as fun, novel, and “unlike anything else,” enhancing satisfaction beyond performance alone.

Packaging That Performs and Connects

Voice of Customer data reveals that beauty consumers gravitate toward packaging that adds value, whether through cleaner application, intuitive design, or visual appeal. The packaging itself is becoming a differentiator, influencing satisfaction, repurchase intent, and brand affinity.

As innovation accelerates, the brands that win will be those that use VoC insights to align design with evolving consumer expectations. Packaging that blends practicality with playfulness and function with emotional impact will not only stand out but deepen the consumer connection. In today’s market, packaging isn’t just part of the product, it’s part of the story.

About Revuze

Revuze empowers brands with next-step actions, from the category down to the SKU level, to streamline research across all products, drive product innovation, enhance marketing effectiveness, and optimize eCommerce performance.

Leveraging advanced AI and machine learning, we transform e-comm, social and survey data into a unified Voice of Customer (VoC), with the highest level of accuracy and integrity, resulting in products that consumers love and appreciate.

Key Objectives

Industry

Cosmetics

Sources

Amazon, Walmart, Sephora, Target, & Ulta

Time Period

April 2024-March 2025

Voice of Customer Data Points

1,960,872

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