Features

Color Cosmetics Packaging Shines Post-Covid

As color cosmetics pop back into post-pandemic popularity, packaging is a key lure for consumers.

Jamie Matusow, Editor-in-Chief03.01.23

The message is loud and clear: Beauty consumers want to have fun with makeup. Hunkering down at home is out, social gatherings are in—and beauty brands and suppliers are working together on products that will help spread the good cheer.

But as cosmetic consumers celebrate a return to normal, they’ve also become ever more serious and diligent about pricing, sustainability and time constraints when it comes to purchasing habits and makeup application routines.

“After taking a steep hit in 2020 due to the Covid-19 pandemic, Color Cosmetic sales continue to pick back up, benefiting from the return of in-person events and less frequent usage of protective face coverings,” says Olivia Guinaugh, Senior Beauty & Personal Care Analyst, Mintel. “Pent-up demand and current makeup trends are also helping to speed recovery.”

Overall, “The face is back!! We are unmasked and ready to be noticed,” says Jackie Paterno, vice president, CTK CLIP. She adds, “There was definitely a shift toward skincare during Covid, and now post-Covid, there is a definite shift toward color—all col