Packaging reimagined for a new era

Beauty packaging is no longer an afterthought, it’s a strategic tool merging form, function, and future-thinking. Shaped by tech innovation, mobile lifestyles, sensory needs, and sustainability, it’s evolving into an interface that protects, performs, and connects.
Explanations by Leïla Rochet, founder and President of Cosmetics Inspiration & Creation, an international beauty innovation consulting and trend agency.

According to The Benchmarking Company, 46% of U.S. female beauty buyers say packaging strongly influences their purchase rising to 50% among Gen Z and Millennials. And with 63% of Gen Z influenced by social media content (Deloitte, 2024), packaging must now deliver impact both on the shelf and on screen.
As AI, AR, and biotech advance, packaging is entering a new era, smart, emotional, and increasingly circular. Its role is no longer passive; it’s about delivering meaning, precision, and joy.

Augmented interactivity, Crafting a new visual code

AI, AR, and connected tech are transforming packaging from static vessel to smart interface, unlocking immersive experiences, personalized diagnostics, and real-time storytelling.
Beyond the consumer experience, technology is also transforming the process, compressing creative timelines and expanding possibilities. Guerlain recently unveiled the 2025 edition of the Muguet falcon, designed by artist Yann Philippe with the aid of artificial intelligence, which is credited as a co-creator. Redefining physical-digital interactions, Kiki World’s packaging incorporates an NFC-enabled chip, enabling direct interaction between the consumer and the brand. Aptar Beauty’s Bluetooth and NFC-enabled airless bottle innovation features sensors that track precise skincare dosing, enabling users to log applications, monitor skin changes, and receive tailored advice from dermatologists.
As augmented features drive creativity and engagement, packaging shifts from passive to participatory, enhancing results and deepening consumer connection.

Medi-Inspired, Micro-perfected precision

The growing influence of medical aesthetics is reshaping beauty—not just in formulas but in form factors. Packaging is adopting the codes of clinical precision, with design elements that echo tools of dermatology and surgery.
This is clearly seen in Isamaya Beauty’s Hyalurolip, housed in a chrome syringe-inspired tube, reinforcing its high-performance, skin-energizing claim. Anastasia Beverly Hills’ Blurring Serum Blush features an elongated precision tip applicator, while VT Cosmetics’ PDRN Reedle Shot Hair Ampoule is packaged in a shot-like cylinder that looks like it’s come straight out of the medical cabinet. These medi-coded designs add perceived value and credibility, particularly for consumers seeking results-led products backed by science. Precision becomes visible and packaging the first proof of performance.

Tactile Hedonism, A sensory reawakening

As the beauty category becomes more clinical and performance-led, a counter-movement is emerging rooted in emotion, sensation, and lifestyle adaptability. Beauty is no longer just about visible results; it’s becoming a daily ritual of reconnection tactile, nomadic, and emotionally charged.
Glowery, a French brand launched in 2024, encapsulates this shift, with biodegradable, amorphous bottles inspired by the founder’s child’s drawings, radiating both fun and values C-beauty brand Into You enhances tactility with kinetic elements their True Wish Lip Mud features removable hats topped with springy charms.
In Korea, keychain formats are emerging as the ultimate nomadic accessory.
Banila Co Romantic Blush Lip and Cheek includes a clip-on case, allowing users to carry their favorite shades on the go.
These brands understand that consumers don’t just want products that work—they want products that feel. Packaging becomes a multi-sensory gateway to joy, calm, and personal expression—redefining beauty as a lifestyle, not just a category.

Sustainability by Design: From Compliance to Creativity

Sustainability has moved from a nice-to-have to a core expectation in beauty. Packaging is now a powerful signal of brand values, innovation, and responsibility.
According to The Benchmarking Company, 84% of beauty buyers, and 88% of Millennials and younger say sustainable packaging increases their likelihood to try a new product. It’s not just ethical, it’s a driver of trial and trust.
Brands and suppliers are responding with bio-resins, PCR plastics, compostables, and refillable systems. At Luxe Pack 2024, Technicaps unveiled Re‑feel, a 100% cellulose refill, blending luxury with circularity.

Retailers are also pushing for change. The Detox Market now shares carbon, water, and plastic footprint data for 1,500+ products, thanks to its partnership with Vaayu, and verifies sustainability claims through Provenance. This retail transparency is reshaping how consumers shop and how brands must design.
In today’s market, sustainability isn’t a feature, it’s a foundation for trust, differentiation, and long-term relevance.


Cosmetics Inspiration & Creation is an international trend and innovation agency dedicated to shaping the future of beauty. Founded by Leïla Rochet in 2007, the agency is now a global team of experts in the fields of cosmetic science, marketing, brand strategy, cultural storytelling, and content creation. The mission of the agency is to drive excellence and support brands in bringing their vision to life. The suite of services includes Foresight & Beauty Intelligence, Innovation & Product Development, and Content & Narrative Strategy covering every aspect of brand development and product innovation from inspiration to ideation.

For more information, email the team at contact@inspiration-creation.comor visit the website at www.inspiration-creation.com