Features

Clean Beauty, Clean Packaging

A streamlined look and a 'less is more' materials ideology are trending--but there are still ways for brands to customize and define color cosmetics packaging.

Jamie Matusow, Editor-in-Chief03.04.20

To succeed in the highly competitive Color Cosmetics market—which industry data reveals is currently in a cyclical slump behind Skincare—Kayla Villena, senior beauty analyst at Euromonitor International, suggests that brands should first focus on high-growth categories, particularly foundation/concealer, lipstick, and other brow and lash makeup products.

The $9.8 billion absolute value gains from these products will account for 50% of absolute value gains of total color cosmetics in the U.S. from 2018 to 2023, according to Euromonitor data.

Second, Villena says, “Players should inject health-inspired beauty, green, clean and ethical features, and personalization in color cosmetics product lines,” as these trends were cited as having the greatest influence on sales of beauty and personal care in the next five years, according to a Euromonitor survey.

Euromonitor’s findings mirror many of the trends and launches Beauty Packaging found in speaking with brand