Making the Most of Beauty Cartons

Here we speak with leading secondary packaging manufacturers about beauty cartons—including their latest initiatives and why sustainability is no longer just “a nice-to-have” feature.

In Beauty, secondary cartons hold an influential spot in retail sales. In addition to the practicality of providing protection on-shelf and in the mail, they are the consumer’s first contact with the product. Whether due to an innovative design, structure or material, outer packaging conveys an immediate, billboard-like message, an indication of a luxe or mass cosmetic brand, and insight into the brand’s environmental concerns. 

Factors Influencing Market Growth

An increase in online shopping and home delivery has contributed to the use of lightweight packaging, such as paper-based secondary and shipping cartons and bags. The thrill of “unboxing” beauty cartons also plays a role. As the EU sets new legislation in place, GreenBlue has described the increasing move toward paper as “a once-in-a-generation shift toward packaging paperization.”

According to a 2025 report by McKinsey, 42% of consumers consider the environmental impact of packaging to be very or extremely important. Recyclability is the most valued attribute. The challenge now is making packaging more sustainable, without sacrificing the brand experience.

Polaris Market Research says the global packaging industry is undergoing “a profound transformation.” The “next-gen paper-based and fiber-based packaging market is emerging as a cornerstone of this evolution.” Growth, says Polaris, is being driven by “a universal shift toward sustainable packaging.” And, “solutions that prioritize recyclability, biodegradability, and reduced environmental impact.” 

Polaris reports that this market was valued at $363.15 billion in 2024. It is projected to reach $503.60 billion by 2034, expanding at a steady CAGR of 3.3%. 

With environmentally responsible packaging now top-of-mind for a growing sector of CPG consumers—and an expected increase in government regulations, such as EPR—there’s an expanded emphasis on secondary cartons that are geared to end-users, with greater details on what materials the carton is made of, as well as where and how it will be disposed of.

Carton Trends 

Many of the secondary carton manufacturers we spoke with for this article agree that packaging has taken on new roles in design, data, and sustainability.

Diamond Packaging’s Dennis Bacchetta, Marketing & Sustainability Director, and founding ‘Green Team’ member, has noted these trends. The company, based in Rochester, NY, specializes in highly decorated (e.g., specialty coatings, foiling, embossing) paperboard folding cartons for personal care (cosmetics, hair care, skincare, fragrance, and more). 

Bacchetta tells Beauty Packaging, “Today, brands are asking for packaging that is not only recyclable, but optimized for recyclability, with reduced material use and improved recovery in real-world systems.” Brands are also looking for greater transparency, he explains, including product-level carbon data, Scope 1, 2, and 3 insights, and clear documentation around materials and chemicals.

“At the same time,” he says, “there’s continued pressure to reduce environmental impact without compromising shelf appeal or performance. For premium brands, sustainability can’t come at the expense of brand identity.” 

Dr. Loretta Skincare Partners with Diamond Packaging

Premium brand Dr. Loretta Skincare wanted both features when they partnered with Diamond Packaging to develop color-coded packaging that enhances product identification while reinforcing a commitment to sustainability.

Bacchetta explains that the packaging features soft pastel hues, intricate debossed accents, and a tactile paperboard surface that invites closer inspection. The folding cartons were converted utilizing FSC-certified Neenah Folding Board Bright White Vellum .018 paperboard and offset printed with two custom colors, in-line with UV matte varnish. The premium paperboard was chosen for its luxurious, bright white surface, ideal for printing, embossing, and foiling.

The interplay of color and texture complements the primary packaging color-matched pumps, tubes, and jars – creating a cohesive and elevated brand experience, says Bacchetta.

Behind the beauty, notes Bacchetta, “is an equally thoughtful approach to sustainability. The packaging is made from recyclable, FSC-certified paperboard, and manufactured using 100% wind energy in a carbon-neutral (Scope 1 and Scope 2), zero-waste-to-landfill facility.”

Bacchetta explains, “Customers are looking for partners who can turn sustainability into practical, scalable solutions. Our role is to help them meet those expectations while enhancing both performance and brand value.”

He says the company is also seeing increased demand for data and validation, which is why they’ve expanded their reporting through GRI, CDP, EcoVadis, and the UN Sustainable Development Goals (SDGs), while working more closely with suppliers to provide better Scope 3 data.

Security Features

Unimac Packaging is a full-service secondary packaging manufacturer, “offering comprehensive solutions under one roof” at its Carlstadt, NJ, facility. They partner closely with beauty and personal care brands on folding cartons, gift sets, inserts, trays, collateral, and other paperboard packaging, acting as an extension of their packaging and operations teams.

They have noted an increase in brands’ addition of security and anti-counterfeiting language and symbols to secondary packaging.

Brand requests have been on the rise for authentication and traceability solutions, according to Unimac’s Michele Murphy, VP Sales. She says, “We are seeing growing demand for variable codes on packaging, particularly for traceability, authentication, and anti-counterfeit measures. At the same time, brands continue to seek premium finishing enhancements – such as specialty coatings, embellishments, and tactile elements – that elevate shelf presence while aligning with sustainability goals. The challenge lies in achieving a luxury look without compromising environmental responsibility.”

Sustainability & Performance

At Arkay, with facilities in Hauppauge, NY and Roanoke, VA, Josh Kaneff, Account Executive, agrees, saying, “Sustainability has become a key consideration in nearly every carton conversation – it’s no longer a ‘nice to have,’ but an expectation.” He tells Beauty Packaging they are seeing a strong increase in brands looking to transition to more sustainable substrates, particularly uncoated or responsibly sourced boards, along with a growing push for higher PCR (post-consumer recycled) content and an increase in purchasing FSC-certified board. 

“At the same time,” says Kaneff, “customers are focusing on balancing sustainability with performance. Brands aim to ensure that durability, print quality, and shelf appeal aren’t compromised. Overall, the demand is for packaging solutions that align with ESG goals while still delivering a premium brand experience.”

Arkay produces premium folding cartons for beauty, personal care, health, and lifestyle brands. The company delivers packaging “that’s built for retail and made to stand out on shelf.” According to Kaneff, “What sets us apart is our print and finishing capabilities—things like cold foil, embossing, soft-touch coatings, and our Paint on Press® process, which helps dial in color exactly how brands want it.”

‘Helping Brands Bring Better Packaging to Market’

Arkay is also investing in smart packaging, including dynamic QR codes for anti-counterfeiting and supply chain tracking. “At the end of the day,” says Kaneff, “we aim to be more than a vendor—we’re a hands-on partner helping brands bring better packaging to market.”

Holmen Board and Paper, headquartered in Sweden, produces Invercote. Neal Haussel, Director Brand Owners and Sustainability, describes the material as “a premium SBS/SBB paperboard grade that some of the most demanding brand owners in the world prefer over other boards.” In the U.S., Haussel says the supplier is widely known for its presence in the cosmetic industry.

What’s most in demand? Haussel tells Beauty Packaging, customers are eager to find “fade-resistant white shades, accurate and consistent color reproduction, and a product that performs through every step of finishing, limiting the cost of failure at each successive finishing step.” 

Other trends, says Haussel, are embellishment-embossing, foil, and “ever more complicated carton designs. We see an increased use of white space, and we also see brands taking advantage of the real estate on the inside of the box.” 

Medicube Recruits Holmen Board & Paper

Holmen Board and Paper recently used Invercote to produce a carton for beauty tech and derma-cosmetic firm Medicube. Jieun Nam, Head of Product Planning at Medicube, described the production: “Invercote solved issues that other paperboards could not. We wanted the packaging to reflect the device’s delicate technology and aesthetics, and Invercote made that possible. Its dimensional stability is excellent, enabling us to create flawless right angles and a precise finish. We were able to create a box as professional as the device itself, with no warping or sagging. We could finally realize the precision and quality we had envisioned.”

What made the carton unique? According to Nam, “The uniqueness of this carton lay in the high expectations placed on the packaging experience. It needed to effectively protect a sophisticated device, while also visually reflecting precision and quality. Achieving this balance depended on a paperboard capable of supporting a highly structured design, with accurate color reproduction and a refined look and feel aligned with the brand’s visual identity. Invercote enabled the level of structural precision and visual consistency needed to realize the design as intended.”

Visual, Tactile Effects

Arkay’s Kaneff says, “Trends include a strong shift toward visual, tactile effects that can be achieved more efficiently at scale.” One of the biggest trends, he says, is the increased use of motion coatings as an alternative to embossing. He explains, “They create a similar dimensional, eye-catching effect, but can be applied in-line during printing, making them more cost-effective and production-friendly. At the same time, demand for cold foil and holographic finishes is higher than ever, as brands look to stand out on the shelf and elevate perceived value.” Overall, says Kaneff, customers are eager for finishes that deliver premium impact while still supporting speed, scalability, and cost efficiency.

For Christmas 2025, Arkay partnered with NEST Fragrances on a standout diffuser carton that showcased both technical execution and design. The structure was produced on 20pt Astrolite, an uncoated board from Monadnock Paper Mills, printed with eight unique spot colors and finished with an overall matte varnish, sculptured embossing, die-cutting, and gluing.

“What made this project especially challenging, and ultimately successful, says Kaneff, “was achieving color consistency and premium visual impact on an uncoated substrate, which naturally absorbs ink and can limit vibrancy.” He explains, “The sculptured embossing added another layer of complexity, requiring precise registration to align with the intricate artwork.

The result was a highly tactile, visually elevated package that aligned perfectly with the brand’s premium positioning.”

Balancing Aesthetics with Efficient Design

At JohnsByrne, a national packaging supplier that specializes in premium folding cartons, rigid boxes, and more, Gwen Chapdelaine, VP of Marketing, tells Beauty Packaging that their strength lies “in combining structural design, advanced printing, the latest enhancements and material innovation, to create packaging that elevates the consumer experience while meeting the practical demands of production, speed-to-market, and sustainability requirements.”

 Chapdelaine says the company is seeing continued demand for folding carton packaging that “balances elevated aesthetics with smarter, more efficient design.” Brands are looking for tactile finishes, bold graphics, and unique structures that create memorable unboxing experiences. At the same time, she says, “there’s also strong interest in ‘right-sizing,’ material reduction, and designs that improve pack-out efficiency. Cartons that support omnichannel retail, protective enough for e-commerce yet visually impactful for shelf, are especially in demand.”

Aeston West Partners with JohnsByrne

JohnsByrne partnered with Aeston West on the packaging for the launch of their new skincare brand. At the heart of the brand, explains Chapdelaine, is “a simple but powerful philosophy: duality by design, balancing science and sensorial experience.”

She says they collaborated with Aeston West to extend its ‘quality by design’ approach into the secondary packaging. The concepts provided drove the inspiration for the final package design. Die-cut windows on the front mirror the primary components, revealing colorful inserts that enhance the visual experience. Soft-touch coating and embossed foil logo details elevate the tactile and premium feel. “The result,” explains Chapdelaine, “is packaging that is both highly functional and visually distinctive. It serves as a key expression of the brand’s identity.”

Kaitlyn Schneider, Vice President Brand & Product Development, Aeston West, comments, “At Aeston West, we think of packaging as an extension of the formula itself—functional, experiential, and beautifully designed. JohnsByrne understood that from the beginning. The carton isn’t just protective, it’s expressive. It brings our philosophy of ‘duality by design’ to life through contrast: structure and softness, precision and sensuality. From the die-cut windows revealing a keepsake hidden gift to the tactile finishes that invite touch, every detail was designed to create an immersive moment for our clients. It’s packaging that doesn’t just house the product but sets the tone for everything that follows.”

A Decision-Making Role 

As mentioned, the acceleration of sustainable packaging has greatly affected the Beauty industry, and cartons play a strong role.

Unimac’s Murphy, emphasizes, “Sustainability is no longer optional; it is a critical factor in carton decision-making. Being able to offer FSC- and SFI-certified paperboard, along with recycled material options, is essential to remaining competitive. Additionally, Unimac’s EcoVadis Bronze certification has become increasingly relevant to customers who are evaluating sustainability across their entire supply chain and looking to partner with suppliers that share those values.”

Unimac Collaborates with Crown Affair & U Beauty

A sustainable design was behind an influencer kit Unimac recently created for a collaboration between Crown Affair and U Beauty. The brands were seeking a single supplier to manage the full scope of the project—from structural design and manufacturing to fulfillment and distribution—for the launch of Crown Affair’s travel-size dry shampoo, part of the On-The-Go Duo, a limited-edition pairing with U Beauty’s The PLASMA Lip Compound.

Unimac’s structural engineering team developed a custom kit featuring an insert, base, and sleeve constructed from SBS paperboard. This approach was selected as a cost-efficient and more sustainable alternative to a traditional rigid box. However, it still maintains a premium look and feel. The minimalist design was elevated through an all-over debossed texture pattern. Embossed brand logos added subtle dimension and refinement.

According to Murphy, this project required a fully custom structural solution. It had to securely house two products and a printed card. It also had to withstand the demands of individual drop-shipping to influencers. The challenge was to balance durability, aesthetics, and efficiency within a paperboard format. She explains, “We successfully executed the project end-to-end. We managed concept development, structural design, manufacturing, fulfillment, and nationwide distribution, ensuring both product protection and an elevated unboxing experience.”

Sustainability Drives Decisions

JohnsByrne’s Chapdelaine agrees that “sustainability is now a central decision driver.” She explains, “Brands are prioritizing responsibly sourced, recyclable materials. They are increasingly focused on reducing overall environmental impact through optimized structures and material choices.” Many, she adds, are also seeking partners who can provide transparency, data, and guidance such as life cycle insights to support their broader sustainability goals and meet evolving regulatory and consumer expectations.

To support these goals, Chapdelaine says JohnsByrne offers life cycle assessments (LCA). These evaluate environmental impact from raw material sourcing through production, distribution, and end-of-life. “We quantify factors such as carbon footprint, water usage, and resource consumption. LCAs enable more informed, data-driven packaging decisions,” says Chapdelaine.

Sustainability is Expected

Diamond’s Bachetta also agrees that sustainability is now “a must.” He says, “Sustainability has evolved from a trend to an expectation, and now to a legal, financial, and consumer-driven imperative. At Diamond, we see packaging at the center of that shift, and our role is to help customers turn it into an advantage.” He adds, “The best solutions are the ones where sustainability, performance, and cost are aligned, not competing.” He adds: “Environmentally responsible and stunning packaging are not mutually exclusive.”

Skincare dermatologist Dr. Loretta recently partnered with Diamond Packaging to develop color-coded packaging that enhances product identification while reinforcing a commitment to sustainability. The packaging features soft pastel hues, intricate debossed accents, and a tactile paperboard surface that invites closer inspection.

The folding cartons were converted utilizing FSC-certified Neenah Folding Board Bright White Vellum .018 paperboard and offset printed with two custom colors, in-line with UV matte varnish. The premium paperboard was chosen for its luxurious, bright white surface, ideal for printing, embossing, and foiling.

Color, Texture, & EPR Legislation

The interplay of color and texture complements the primary packaging—color-matched pumps, tubes, and jars – creating a cohesive and elevated brand experience.

Behind the beauty is an equally thoughtful approach to sustainability. The packaging is made from recyclable, FSC-certified paperboard. It is manufactured using 100% wind energy in a carbon-neutral (Scope 1 and Scope 2), zero-waste-to-landfill facility.

Anna Brown, Senior Director Design, Technology & Sustainability, at Oliver Inc., is also in agreement. She says, “Sustainability remains front and center in beauty packaging, and the conversation is shifting. Consumer demand has always been a driver, but EPR legislation across multiple states is now adding real regulatory urgency.

“The question we’re exploring with our customers isn’t whether to make packaging more sustainable. It’s how to do it without sacrificing the brand experience. We see that as a creative opportunity, not a constraint. Great sustainable design should be just as bold and just as beautiful. It just needs to work harder for the planet, too.”

Premium Uncoated Surfaces

Neenah Fine Paper and Packaging is a premium paper manufacturer, headquartered near Atlanta, GA. It specializes in substrates used for high-end packaging and print marketing. 

They are finding that brands are interested in exploring uncoated surfaces that look and feel more unique. Brands also want a feeling of authenticity vs. mass production. Many are also interested in colored board. Options include black or kraft, or can be the foundational color of their brand. 

Allison Peterson, Associate Product Manager, Neenah, says, “Sustainability has become a non-negotiable when selecting substrates for folding cartons. Increasing consumer awareness around recyclability and environmental impact is driving this.” She says that many consumers rely on visual cues to assess sustainability. This means the brand needs to find the right attributes that will communicate its brand essence and signal sustainability. The carton must do this all while simultaneously maintaining a premium look and feel. She explains, “The brands that can do all this successfully—by carefully considering their choices in folding board—create the best opportunity to stand out.” 

Neenah collaborated on packaging with Dr. Max’s Skincare. They used uncoated board for an “all-natural” impression.

Rooted in the traditions of family and botanical medicine, Dr. Max’s packaging was thoughtfully crafted. The brand’s cartons mirror the purity and versatility of the all-natural remedies inside. Every detail, from the custom botanical illustrations to the selection of the uncoated Natural White shade of NEENAH^® Folding Board, was planned. Each element was chosen to evoke trust, care, and a sense of everyday elegance. “The result,” explains Peterson, “is a secondary packaging system that feels elevated, sustainable and accessible. It captures the multi-generational spirit of the brand.”

Winning on Shelf

Oliver Inc.’s Brown comments on packaging’s multiple roles. She says, “Packaging in 2026 is working harder than ever. It has to win on shelf, deliver a great unboxing experience, meet sustainability expectations, and do it all flawlessly.”

She says packaging’s many roles are causing “a real split in creative direction” from their customers. On one side, bold and expressive designs with rich tactile embellishments. On the other, clean minimalism, restrained color palettes with very few, but very intentional, finishing touches. Both approaches are thriving, just for different brands and audiences.

Structures are getting more sophisticated, too, explains Brown. “Kit designs and premium unboxing formats are becoming the norm, not the exception. Brands recognize that the moment a customer opens the box is as important as when they pick it up off the shelf.”

Oliver recently produced the Jeffree Star Cosmetics Cowgirl Artistry Palette. Brown says, “It is a great example of packaging doing everything we’ve talked about. It’s brand storytelling, shelf impact, and collectability all in one structure.”

The brief, she explains, was “to capture Jeffree’s signature maximalist aesthetic. At the same time, it translates a rustic Western theme into something that feels unmistakably luxurious. That tension, gritty and glamorous at the same time, is what made it both exciting and technically demanding.”

The exterior is a vivid pink folding carton. It has a sandpaper raised coating to mimic the raw texture of weathered wood. It’s tactile and unexpected, “the kind of finish that stops a customer mid-aisle.” Layered on top are gold hot stamp, silver holographic foil, spot gloss, and embossing. These decorations all work together without competing. 

The result, says Brown, “is a package that photographs beautifully and gifts well. It feels collectible the moment you pick it up.”